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Embrace hybrid HCP engagement or risk falling behind
Recent IQVIA research has shown that the hybrid model for HCP engagement is here to stay.
Liz Murray, Global Lead, Centre for Excellence in HCP Engagement Contract Sales & Medical Solutions
Feb 25, 2022
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  • Embrace hybrid HCP engagement or risk falling behind

Over the last couple of years, interactions between healthcare professionals (HCPs) and life sciences companies have changed immensely. The COVID-19 pandemic forced companies to change their ways of working, as in-person interactions were significantly restricted, and the use of digital approaches heightened to replace the usual ways of engaging.

As the industry adapts to the world that has been significantly impacted by the pandemic, the hybrid approach — where former field-based colleagues are doing both face-to-face and virtual or remote interactions — is fast becoming the optimal model for successful HCP engagement.

The hybrid model is here to stay

Recent IQVIA research1 has shown that the hybrid model for HCP engagement is here to stay. HCPs still want and value in-person interactions, as they believe face-to-face meetings are essential for building and maintaining trust with representatives. However, HCPs also positively value remote engagement, due to the time efficiency, flexibility, and increased collaboration that it can provide. It has become clear that both in-person and remote communication channels demonstrate benefits and drawbacks for engagement between HCPs and life sciences companies.

Therefore, to successfully engage with HCPs moving forward, life sciences companies will need to adapt their engagement strategies to ultimately provide the “best of both worlds”. Engagement strategies will not require shifting solely to digital or in-personal interactions, but instead, companies will need to learn how to effectively combine them. A more flexible, omnichannel, customer-centric model is key.

Some companies are ahead of the curve

While the pharmaceutical industry can often move slowly, and it has taken some time to adapt to remote engagement, it’s clear that some companies are already ahead of the curve in keeping up with this evolving landscape. In a recent webinar, Brave new world: Embracing ‘hybrid’ HCP engagement, available on demand here, we asked the attendees to answer three key questions, to understand where organizations currently stand with the hybrid model, their challenges, and what the future holds.

1. Where is your organization now in adapting field roles to also embrace remote engagement in a ‘hybrid’ model?

Out of 133 respondents, two thirds have been adapting field roles to embrace remote engagement in a hybrid model for some time.


2. What are the key challenges for your organization in adapting field roles to also embrace remote engagement in a ‘hybrid’ model?

Out of 110 respondents, all respondents are still struggling with some aspects of remote engagement, and almost 40% are struggling with all of it.


3. What's next for your organization in adapting field roles to also embrace remote engagement in a ‘hybrid’ model?

Out of 101 respondents, just under a quarter are still piloting and only 13% feel they have got it right so far.


Out of 101 respondents, just under a quarter are still piloting and only 13% feel they have got it right so far. Overall, the results from the poll demonstrate that the majority of the respondents have already been adapting field roles within their organization to embrace remote engagement in the hybrid model of HCP engagement. However, all respondents identified key challenges in adapting these roles, and over half of the respondents recognize that there is room for improvement in the future.

How IQVIA can support you with your HCP engagement

Moving forward, how can life sciences companies overcome their challenges and fully embrace the hybrid approach to HCP engagement? IQVIA has identified 7 key success factors:

You can read about the 7 key success factors in more detail, here.

At IQVIA Contract Sales & Medical Solutions, we have over 20 years of experience providing smart, representative-driven HCP engagement solutions, including remote, hybrid and face-to-face teams. In the last two years (2019 and 2020), we supported more than 90 life sciences customers with HCP remote engagement solutions, covering multiple therapy areas, across 31 countries.

The hybrid model is here to stay – get in touch today to see how we can help you embrace this approach and ensure successful HCP engagement.


1IQVIA. Understand the Impact of COVID-19 on Optimal Healthcare Professional Communication. June 2021.
https://www.iqvia.com/library/publications/understand-the-impact-of-covid19-on-optimal-healthcare-professional-communication 

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