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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
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Building on a rich history of developing AI for healthcare, IQVIA AI connects the right data, technology, and expertise to address the unique needs of healthcare. It's what we call Healthcare-grade AI.
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WHITE PAPER
Driving Growth with Omnichannel HCP Activation: New Models. New Value.
As the dust settles, one thing is clear — multi-channel engagement remains challenging but crucial to ensuring consumer health brand success.
Sep 01, 2023
Introduction: Omnichannel HCP Activation in the post-pandemic world
In the post-pandemic environment, a rebalancing between remote and face-to-face healthcare professional (HCP) engagement is taking place in markets. Following an acceleration in remote approaches during the COVID-19 years, face-to-face interactions are regaining popularity, although often to lower levels than before the pandemic.
As the dust settles, one thing is clear however — multi-channel engagement remains challenging but crucial to ensuring consumer health brand success, as outlined in this Quickview.
Identifying HCP channel and content preferences
While HCP’s engagement preferences likely vary with the content and value proposition of the engagement, face-to-face interactions are still broadly preferred by around 65% of respondents to IQVIA’s Channel Dynamics Preference Study of some 23,000 global HCPs. However, what the Covid-19 pandemic has done is accelerate adoption of omnichannel approaches when it comes to HCP engagement, and this will have a lasting impact on customer interactions, based on individual HCP preferences for information.
It will be imperative for the Consumer Health industry to ‘get smart’ in the age of omnichannel engagement, using various approaches to offer seamless, value-adding engagement experiences for HCPs.
Case study: New Model. New Success — L’Oréal’s CeraVe omnichannel strategy
One successful case study featured in this whitepaper is the expansion of the medical footprint of L’Oréal’s CeraVe, the #1 dermatologic recommended brand in its category based on the IQVIA ProVoice Survey. L’Oréal used an omnichannel approach in close collaboration with IQVIA to give US HCPs more of the types of interactions they prefer.
Download your free copy
As the HCP engagement environment evolves, the skills required by your sales force will broaden and deepen. Download Driving Growth with Omnichannel HCP Activation: New Models. New Value. Thank you to our authors, Sue Johns, Kerrie Petrakis, and Todd Francis.
Click the CONTACT US button to learn more about IQVIA Consumer Health’s experience in omnichannel engagement, or visit our Commercialization and Lifecycle Management page.
To hear more from our authors and dive deeper, watch back Driving Growth in consumer health with HCP Activation.
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