The New Rules Of Doctor Engagement in the New Normal 2020, which could very well be the year of the coronavirus, has been witnessing drastic disruptions with enforced lockdowns, social distancing, new patient demands and healthcare systems put under extraordinary pressures. The pandemic has worsened the pharma market in India and is expected to lead the country towards a major slowdown. Challenges that have arised > Doctors not ready to meet MRs > No physical events possible > Virtual events doesn't give FaceTime with doctors #DIGITALMARKETING #PHARMAMARKETING #DOCTORMARKETING #HOSPITALMARKETING #HEALTHCAREMARKETING #RELEVANTINTERACTIONS

1. THE NEW RULES OF DOCTOR
ENGAGEMENT IN THE NEW NORMAL
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KIRAN MANDRAWADKAR | +91 9886 733 833

2. The pharmaceutical industry is currently navigating through a
challenging yet fascinating period.
COVID-19 has swiftly changed the healthcare landscape around
the world, influencing abrupt changes across the various
functional domains within the industry.

3. 2020, which could very well be the year of the coronavirus, has
been witnessing drastic disruptions with enforced lockdowns,
social distancing, new patient demands and healthcare systems
put under extraordinary pressures. The pandemic has worsened
the pharma market in India and is expected to lead the country
towards a major slowdown.

4. CHALLENGES THAT HAVE ARISED
• Doctors not ready to meet MRs
• No physical events possible
• Virtual events doesn't give FaceTime with doctors

5. SHIFTING TRENDS

6. The pandemic is rapidly changing our attitude toward online channels.
This global health crisis has undoubtedly increased interest in – and
acceptance of – being digital-first and adopting remote interactions.
HCPs are increasingly unwilling to meet sales representatives in person.
Given this declining trend, pharma companies need to innovate and
develop virtual engagement models.

7. Digital platforms have immense potential to alter various aspects
of doctor engagement.
It gives pharma companies new opportunities that can be used in
transformative ways to create a community of engaged doctors.
Scaling up the use of remote technology will ensure continued
engagement with HCPs, even in the post-COVID market.

8. DOCTORS ON DIGITAL

9. WHAT ARE THEY SEARCHING FOR?
A high number of doctors prefer online media for knowledge acquisition.
Digital platforms are the go-to place to read about the latest drug
molecules and related information.
A significant number of doctors rely on online sources to stay up-to-date
with industry best practices and policy guidelines.

11. WHEN ARE THEY ONLINE?
While it’s not surprising but the majority of doctors spend a maximum of 5
minutes online with a smaller percentage dedicating 10 minutes or more.
The peak surf times include office check-in time in the morning (10 AM),
after the morning rush of patients (2 PM), in the evening (6 PM) and before
signing off at night (9 PM to 10 PM).

13. HOW DO THEY CONSUME CONTENT?
Mobiles and laptops, because of the convenience they offer, are rightly the
preferred devices for HCP to access online media. Desktops also continue to
be popular for some but the percentage of users are much lesser as
compared to the mobiles & laptops.

15. NEW RULES OF HEALTHCARE
PROFESSIONALS ENGAGEMENT

16. The pre-COVID era saw pharma companies investing heavily in sales
representatives and face-to-face interactions with HCPs.
More recently, they have begun their shift towards digital marketing for
doctors but campaigns are too often isolated from sales and other teams,
creating a disjointed, siloed approach.
In our view, for companies to thrive in a world shaped by the global
pandemic they should be able to bring together the disparate elements of
their business – leadership, sales, marketing, IT and more – to create an
effective, holistic omnichannel approach to doctor marketing.

17. THE KEYS TO ENGAGEMENT ARE CHANGING
AND IT’S TIME TO ADOPT INNOVATIVE
TACTICS AND STRATEGIES AROUND
HEALTHCARE PROFESSIONALS ENGAGEMENT.

18. VIRTUAL DETAILING PLATFORM
Pharmaceutical companies have already started resorting to virtual
detailing platforms which offer an interactive and real-time online
meeting between sales reps and healthcare professionals. It helps in
delivering brief and effective F2F e-detailing for busy doctors,
reaching target groups quickly and effectively for reps, and overall is
extremely cost-effective. It also offers remote meeting & webinar,
approved emails and content-on-demand features.

19. HOLISTIC TELEMEDICINE PLATFORM
An end-to-end telemedicine platform for doctors is where patients
can search for them, book an appointment and schedule an e-
meeting or consultation with them. Technologies that come
integrated with telemedicine software like electronic medical
records, AI diagnosis and medical streaming devices, can better
assist providers in diagnosis and treatment. HCPs can also benefit
from increased revenue through more patients, minimized health-
related risks and convenient practice.

20. CONTENT MARKETING PORTAL
Content marketing is a natural fit for doctors because of their
technical expertise and medical knowledge. Creating a portal,
exclusively for doctors, with information about relevant medical
news, clinical reference, education, the current market scenario, etc.
would help create a community of engaged doctors. By sharing
therapy-specific content, doctors would be able to share this
information with peers or customers.

21. HYPER-PERSONALIZED OMNICHANNEL MIX
HCPs are already subjected to a lot of medical information,
sometimes irrelevant ones, throughout the day. So pharma
companies need to differentiate themselves by delivering
personalized, evolving experiences consistent across channels.
Omnichannel medical marketing for doctors centres around HCPs
delivering the messages in the format they need, in the way that’s
most convenient to them. By leveraging CRM data on HCPs,
personalized videos can be created, thus increasing their
engagement and the possibility of conversion.

22. HYBRID SALES MODEL
With the increased utilization of technology, sales reps can take on a
more evolved role. Instead of being the single face of the company, reps
can be just one of the many ways a pharma company communicates
with a doctor. For the representatives of the future, this mix of new and
enhanced capabilities will mean that the sales role becomes more
valued. In this new model, a representative’s success will need to be
measured by the positive impact on HCP perception.

23. REIMAGINING HCP ENGAGEMENT

24. The pandemic-induced shift to digital engagement channels is
likely to stay even post-COVID. The changes we make now will
have lasting value-chain behaviours. HCPs, as well as patients,
will get used to the convenience that digital channels offer.
Pharma companies need the right technology and personalized
content to fit these new channels. A cultural shift will be
required, embracing integration between functions, as well as
new metrics and agile ways of working that are constantly
evolving to meet changing customer needs.

25. Get in touch with us to experience the new normal of
consumer & online marketing.
KIRAN MANDRAWADKAR
+91 9886 733 833