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Blog
In the endemic, yet doctors will continue seeing you virtually
Mai Nguyen, Associate Principal, IQVIA Consumer Health, Asia Pacific
Oct 26, 2022

The COVID-19 pandemic has undoubtedly disrupted communication channels including the healthcare companies engagement model as healthcare professionals (HCPs) have been getting more comfortable with virtual engagement. In our last Southeast Asia (SEA) WellTrack 2 study in 2021, it revealed that HCPs want a hybrid form of engagement from healthcare companies. In today’s new normal, our latest WellTrack 3 findings have confirmed that digital engagement continues to thrive despite the fact that face-to-face communication have resumed in the endemic.

Higher preference on digital interaction

Face-to-face engagement has gained high preference among HCPs especially in activities which require material sharing and interaction such as product detailing. However, HCPs have fully adopted and shown higher preference for virtual forms of detailing such as video, chat and remote detailing platforms compared to the pre-pandemic period. We also observe the rise of new communication formats such as webinar, online HCP chat groups and online postgrad/continuing medical education (CME).

This is thanks to a number of initiatives from healthcare companies such as investing in digital engagement platforms, shortening and sharpening the content and enhancing the skill set of medical representatives, which have contributed into enhancing the experience with healthcare professionals. In the context of hybrid forms of engagement, it is crucial to develop the right touch points in order to maximize the effectiveness. Detailing content is also critical to impress HCPs within the ideal detailing length of lesser than 20 minutes to stand out from competitors.

One size does not fit all

However, one size doesn’t fit all across the markets in Southeast Asia. Our WellTrack 3 findings observe different adoption speed of digital engagement by HCPs across the region.

  • Vietnam is one of the countries which has shown the fastest adoption in digitalization. Compared to pre-pandemic period, detailing via chat and video platform have raised preference by 6% and now is head-to-head with in-person communication. Video detailing is anticipated to surpass in-person detailing in terms of preference by 5%.
  • Malaysia HCPs significantly prefer detailing via video call (+16%), remote detailing platform (+20%) and HCP social networks (+14%) versus pre-pandemic.  Uniquely, Malaysia also records the interest in detailing via text than other SEA countries.
  • Top 3 growing virtual channels of Indonesian HCPs are online round table discussion (+5%), detailing via text (+3%) and video calls (+3%). Face-to-face product detailing has reduced in preference by 19% versus pre-pandemic and now stays on par with digital detailing.
  • Philippines HCPs have resumed the same preference of in-person detailing as that of before the pandemic. However, HCPs fully support the virtual engagement mode with significantly higher preference on a number of virtual touch points such as webinar, webcast, online round table discussion, online chat groups with other doctors, online postgrad/CME, detailing via video, chat and text platforms.
  • While HCPs in Singapore and Thailand have well adapted to virtual engagement modes, they have also shown higher preference for face-to-face detailing compared to pre-pandemic. HCPs seem to be open for more interactions with the hybrid model. Singapore HCPs especially have shown remarkable preference in HCP social networks (+21%) while Thailand HCPs are keen on detailing via phone call (+12%).

As the hybrid model remains to be well-established in HCP engagement, the next question for healthcare companies is: How can you develop the right communication strategy with the right channels and the right content? Identifying HCP digital preferences is just the beginning. It is crucial to also investigate the right kind of content and topic for each mode of engagement as well as understand unmet HCP needs and challenges to provide a more holistic view of this digital journey.

With these insights, healthcare companies can craft an effective strategy and leverage 360 degree maturity solutions to design the best engagement scheme with HCPs, emerge stronger and stay ahead in the ever-evolving landscape. To learn more information about WellTrack data and trends across markets, categories and stakeholders, please feel free to contact us here.

Consumers have also shown mixed changes in their purchasing behaviours and attitudes towards Consumer Health products in the post-pandemic era – click here to learn more.

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