Walking into a pharmacy, we typically see someone in a white coat standing behind a counter dispensing medication. But far from only dispensing prescription drugs, pharmacists add tremendous value to the community —often closing patient care gap. Pharmacists advise patients and consumers alike, from possible medication side effects to self-care and lifestyle advice.

The COVID-19 pandemic has created change in healthcare professional, consumer and pharmacist behaviour. Providing quality care required alternative solutions, some pharmacists adapting to online communication and purchase channels. Similarly, healthcare companies adapted, and should continue to do so, to engage and support pharmacists in the “new normal”.

Using our Southeast Asia WellTrack study (May – Aug 2020), we were able to gain insight into pharmacist preference across the region. As countries emerged from lockdown, overall the data showed 4 in 5 SEA Pharmacists preferred traditional detailing via phone call. However, in different SEA countries, pharmacist preference varied, and this would impact engagement approaches required to drive higher impact and impression post-quarantine:

• Singapore pharmacists are open to detailing via remote platforms, with a +10% interest in email detailing. However, 9 in 10 pharmacists continue to prefer detailing via phone calls
• Malaysia pharmacists continue to express a preference in ‘traditional’ digital channels, with an 80% preference for detailing via emails, SMS, phone calls. They expressed the lowest preference for chat platforms, unless used in the context of online round table discussions where 9 in 10 pharmacists expressed an interest
• Vietnam pharmacists expressed a low interest in digital detailing, except for detailing via remote platform which saw a +11% change
• Thailand pharmacists showed the highest willingness to move towards digital engagements in the region, particular for rep detailing via video platforms and pre-recorded webinars, at +16% and +13% respectively
• Philippines pharmacists are also open to newer digital approaches such as social network detailing, but not forgoing traditional digital such as emails where 3 in 5 still show an interest
• Indonesia pharmacists currently have the lowest adoption rate for digital detailing vs. other SEA countries. Their preferred modes of rep detailing are via SMS, chat platforms and emails

Across the region, pharmacists are responding to new digital detailing approaches at different paces. Any strategy should consider where to transition from traditional digital models to new digital options. Customized engagement is a reality across markets, and within the healthcare professional ecosystem. Compared to pharmacists, in most SEA countries, physicians expressed an equal preference for both traditional and digital types of interactions post-pandemic.

Keeping up with SEA pharmacist engagement preferences requires investment and willingness to understand the pharmacist adoption archetypes (early adopters, fast followers, late adopters) —and create the appropriate engagement strategy.

For more information, please feel free to contact us.