The COVID-19 pandemic has had a significant impact on the ability of MedTech companies to interact with their healthcare stakeholders. As conventional channels are disrupted, Healthcare Professional (HCP) Engagement will continue to evolve. In a post-crisis environment, 42% Life Science Execs cited HCP engagement strategy as their #1 priority. It is imperative that any digital and technology solutions address current challenges as well as future-proof the business.

MedTech companies have embraced virtual meetings, conferences and remote training; and accelerated by need, HCP enthusiasm for digital engagement is high. Moreover, there’s a precedence set for future deployment. However, successful engagement can vary considerably, and companies need to actively consider innovative approaches.

Three factors play a key role in the effectiveness of engagement - channel, content and continuous connection:

1. Content: Should be engaging, compelling and value-based to meet HCP needs, using interactive immersive solutions, such as 3D or VR, where appropriate
2. Channel: Leveraging a robust and scalable technology platform to deliver both valuable personalized content and to gather engagement analytics
3. Continuous connection: Multiply the effectiveness of engagement efforts through ongoing interactions that reinforce consistency

Together these can create an enhanced HCP experience with effective knowledge sharing, medical education, and training development —that ultimately fosters a long-term relationship. At the center of the effective engagement factors, is a technology platform ready to enable a consistent customer experience. When considering a platform that ensures seamless communication and maximum adoption, some key factors to consider are:

• Single platform that is versatile to support all types of engagement needs
• Ability to transition from traditional models or enable hybrid models
• A zero-footprint with no dial-in, downloads, installation, Firewall etc.
• Platform supported by all types of devices/ is browser agnostic
• Ability to customize to local market needs
• Available features for content compliance

A technology platform that is robust, scalable and versatile can realize the vision of companies to scale up from a “digital experience” to an integrated “omni-channel” approach. With the current needs rising due to the “new normal”, typically this involves engaging a ready healthcare technology partner, as opposed to building the capabilities in-house. A healthcare technology partner should have the specific expertise to understand challenges and needs within the healthcare ecosystem, to be able to apply a holistic patient-centric approach.

Ultimately, with the “new normal”, large scale digital and technology adoption is imperative to drive human health forward.

Authors:
Hema Subramaniam, Principal, IQVIA Technologies, Asia Pacific
Ruthie Burr, Consultant, Strategic Marketing and Business Development, Asia Pacific

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