Pharma continues to underestimate value of digital
In a recent webinar Across health presented their results from the latest Navigator365™ and Maturometer™ research. As the restrictions caused by the COVID-19 pandemic have been lifted widely and companies were able to turn back to ‘normal’ the sense of urgency to change the customer engagement model used in biopharma dropped from 61% in 2020 to a very low of 25% in 2022. Hence budgets allocated to omnichannel activities remained stable at around 28%. Compared to other industry, which average spend is above 50% the industry is still behind.
Wait, are health care practitioners asking for getting back to the old-normal of intensive face to face interactions? Not at all. As an example, in the UK health care practitioners mainly prefer a mix. 60% in 2022. Compare to 2020 this is an increase of 12%. Ask yourself now, do you meet the needs and expectations of your valued customers?
HCP preferences for (commercial) communication with biopharma over time
In addition to that change in preferences, the industry overestimate the impact of these channels to. Which translates to less efficiency of the money spent compared to the expected impact in the decision making. Ironically, less people resources intensive channels such as mass email and websites having a higher impact on health care practitioners. They see more impact by these channels as the industry sees it.
To what extend do these channels impact clinical decision making?
Personal interactions are still very important. We all felt that during the pandemic. Yet we learned to adjust to the circumstances and do have way more virtual interactions as before. So did your customers behaviors change. The key question is how to blend the ideal mix? This is depending on various factors. If you want to get started with this process and you want to tap into our expertise, schedule 30 minutes free of charge to discuss your mix and potential strategies to improve it to become the trustful partner you want to be for your customers.