Plenty of usual practices and relationship dynamics changed with the popularisation of the remote working environment. Patients are encouraged to book video or phone appointments instead of physical visits. (John Hopkins Telemedicine, 2020). The shift from face-to-face appointments to telemedicine and usage of online video services was possible thanks to popular communication platforms, such as Zoom, Skype, or Facetime. Thanks to these technologies, patients can get medical advice from the comfort of their homes, HCPs can save time on patients’ visits and provide ad-hoc medical advice. Due to its many benefits, a lot of medical professionals are expected to keep using online services, even after coming back to a standard way of working (Borfitz, 2020).
Despite its advantages, switching to the online realm has negative consequences for medical representatives. Being in contact via phone, or communication platforms is hardly the same as visiting HCPs in person. Representatives are no longer able to visit healthcare professionals physically, which can cause lower engagement with the company's communication and worsening of relationships.
Medical professionals should receive a heads-up about the communication they will be receiving. Representatives can do it by contacting HCPs by phone and informing them about the campaign that is about to be launched.
The campaign's context should be explained or even pitched. For example, an upcoming event, the launch of a new drug, or a lecture delivered by a well-known professor is a great reason to have a short sales pitch of that medical activity and following communication. Setting the message in a specific context improves interest in future communication.
Use technology that is device and platform-independent. Don't push your Customer to install your application to connect you. It's even more critical when your favourite platform loses support for mobile devices (Microsoft Teams in December 2020) or requires installing a dedicated application (Skype).
Once the representative has an established relationship and connectivity with the HCPs, the digital communication has a significantly more chance of success. With the usage of Highp, you can reach up to 85% of the recipients.
Conduct an audit of your database before launching the campaign
Highp enables consent collection, in which HCPs can specify whether they are interested in receiving information about a given product. Once consents are collected, validating all e-mails and phone numbers gathered in the database is required. Furthermore, the project manager should continuously verify the contacts throughout the project and ensure whether the data is up to date.
Reach HCPs through a communication channel that has already been utilized.
If you have sent SMS in the past, do not suddenly switch to e-mail.
If you are launching a campaign for the first time, try conducting it on multiple channels (e.g., SMS and e-mail). It can improve the exposure of the message and provide a bigger chance of reaching the desired recipients. Some of the customers will open your video content on mobile, next on a desktop for their convenience.
When sending SMS and e-mails, make sure to set up an appropriate sender name. It is best to use names familiar to the recipients or have a value for the HCPs. Keep in mind that if a message is sent from an unknown number or e-mail address, there is a high chance it will be considered spam, making it unlikely for the HCP to open the message.
If possible, use a name of a well-known professor or a healthcare professional in the message to encourage HCPs to engage with the content more.
The use of generic templates significantly decreases engagement.
Use CTA (call-to-action), thanks to which you can collect feedback from HCPs and, on this basis, make sure that the campaign is tailored to HCPs needs.
The outcome of your modern communication is measured by the attention time of targeted HCPs. Later, it converts into HCPs decision patterns resulting in better patient adhesion, the number of treatments, and share of voice. Detailed information about your campaign's result, should not focus on open rates, but engagement time and any activity data pointing to the depth of interest in your content. Along the year, focus on continuous improvement of your field-force abilities to gain HCP attention and retention.
Highp allows for personalized, high-quality video messaging that drives better outcomes by gaining the stronger attention of HCPs. The Highp can be sent as a campaign on behalf of representatives, or by demand by representatives. In both cases, personal tailored made video can build short and long-term relationships. That makes Highp outstanding from others and their customers to deliver more customer relationship-related communication.
Highp works on the best-performing communication channels such as SMS without installing an app or accepting a meeting. The service is fully compliant with global pharmaceutical marketing standards. Highp can also be used for added-value video services such as conference highlights, webinars, or educational programs. During the transition into the remote work setting that occurred worldwide, Highp has proven to have an outstanding efficiency in reaching HCPs and improving engagement.
Borfitz, D. (June 30, 2020). Zoom and Skype Rule Telemedicine World of Physicians. Diagnostics World News.
John Hopkins Telemedicine. Video Visits from Home: Using Telemedicine to Connect to Your John Hopkins Doctor and Care Provider.
Anna Poręba shares her knowledge about the behavioral science point of view on empathy.
Getting the attention of the targeted demographic is what marketers struggle every day. How can you make your message heard, in all this noise?