The New Normal of HCP Engagement

In a recent poll during a Webinar hosted by eyeforpharma 39% of 3000 participants stated that their number one priority was to look at quick fixes in their strategies and plans.

As we explore the marketing landscape, how do we detect and deliver opportunities that may be presented post-pandemic? More importantly, how do these align with our current 1, 3 and 5 year strategies?

The panel for the eyeforpharma webinar was made up of the following key thought leaders from the Healthcare marketing field (thank you for your knowledge share and insight):

· Tara Stewart VP, Worldwide Engagement Planning & Content Capabilities – Bristol-Myers Squibb. 

· Jennifer Turcotte – Life science Industry Go-to-Market Director – SalesForce.

· Benoit Rungeard, Global Digital and Multi-channel lead, Sanofi Pasteur.

· Frank Doll, Chief Marketing Officer Arsenal Therapeutics

The ‘new normal’ is an opportunity in HCP engagement

The majority of the session participants (39%) are looking for quick fixes for their strategies, the remaining participants were focused on seeking direction on their Omni-channel planning and delivery services. So, should we React or Plan?

‘Omni-Channel’, ‘Customer 360’ and ‘Customer Experience’ were key words often used in the session. A key take home was using these ‘positions’ within the context that any content should be tailored when delivered across different channels.

Content should have a strategic approach. The focus should be on creating engagement. The goal should be a determined push towards marketing with a Customer Centric perspective.

Understanding the complexity of data

The debate in the session moved towards measurement and understanding performance. The real concern was that without context data could be interpreted in a variety of ways.

It is however essential to look at the data in order to help make informed personal experiences.

One of the big questions from the discussions was ‘How do we make sure that we are different in this upsurgence in digital content’? As part of the discussion another poll was cast and 59% anticipated it was an issue and 32% already thought there was too much content.

I personally have been concerned about over saturation and the onset of digital fatigue, especially during the lock down and pandemic.

Look to other sectors for inspiration and best practice

When asked ‘How to deliver digital content’? Comments ranged from it depends on specific goals and the brand, to creation of plans utalising technology. A great insight was that we should consider adopting a nimble approach and learn lessons from publishers’ journeys over the last few years.

Fear was considered as one of the key motivators for people searching for and desiring additional resource. ‘Reassurance in a turbulent world’, with audiences and brands having a very real fear of being left behind.

With the above observations being at the forefront of my mind, what can I do differently as the leader of a healthcare marketing agency?

I concluded the following key actions:

· Ensure content carries insight, is informing and engaging.

· I will look at how other sectors (such as the retail and leisure sectors) are engaging their audiences with different content across different channels.

· Look at the data to carefully improve the frequency and visibility of the work we do, to ensuring that we do not ‘oversaturate’ the current channels.

Most organisations are still on broadcast and pushing content as a reaction to stay in the game, rather than focusing on the customers.

Shouldn’t we be focusing on the customer first? Being innovative and serving them? By solving customers needs we stay relevant and build strong and lasting relationships.

Which leads me to the question. What will organisations as a whole be doing differently from now and moving forward?

What is your new normal?