The COVID-19 pandemic significantly reshaped how pharma and biotech companies engage with customers. What was once a challenge has now become a long-term opportunity, with businesses quickly pivoting to remote and digital ways of engaging with healthcare professionals (HCPs). This shift, fueled by technological advancements such as artificial intelligence (AI), has led to a fundamental rethinking of customer engagement models.
However, the pace and direction of this shift have not been uniform. Both customers and companies navigated this change in different ways, leading to a complex and diverse landscape. Therapeutic areas, treatment settings, and personal preferences all influence how engagement is perceived. For pharma companies to succeed in this new era, they must rethink their engagement strategies and focus on evolving their approach to the diverse and ever-changing customer landscape.
The Post-Pandemic Physician: Navigating New Engagement Preferences
The way physicians interact with pharma has fundamentally changed in the wake of the pandemic. While some physicians have embraced digital and remote engagements, others remain hesitant, preferring face-to-face interactions. This growing diversity in physician preferences means that pharmaceutical companies need to be more adaptable, moving away from rigid engagement models and focusing on personalized, tailored approaches.
AI is set to play a crucial role in supporting the field force by synthesizing vast amounts of information into concise, impactful content. However, the human touch remains essential since AI is unlikely to replace the field force. AI can amplify the capabilities of field representatives, helping them build stronger relationships with physicians and overcome access barriers.
The Evolving Role of the Field Force: Navigating the Omnichannel Landscape
The shift to omnichannel engagement models accelerated during the pandemic, and while the enthusiasm for these models remains strong, the field force faces a delicate balance between digital and face-to-face interactions. A hybrid approach, combining the best of both worlds, is the key to success. Companies must invest in upskilling their field force, ensuring they are equipped to navigate this new customer engagement environment. However, not all field representatives are suited for remote work, and companies may need to refine roles to match the unique strengths of each team member.
Back Office: Driving Innovation and Supporting Field Engagement
Behind every successful customer engagement model is a strong, supportive back office. Pharmaceutical companies must focus on fostering innovation and creativity within their teams while ensuring seamless communication across departments. For the hybrid engagement model to work, the back office must actively collaborate with the commercial and medical teams, aligning their efforts with the evolving needs of customers.
The role of AI and data analytics cannot be overstated in this context. Large pharmaceutical companies are well-positioned to leverage these technologies to better understand customer needs, generate targeted content, and quickly adapt to shifts in demand. However, companies must remain patient, as implementing these innovations will require time and careful change management.
A Hybrid Future: Embracing the New Era of Customer Engagement
As we move past the pandemic, it is clear that customer engagement models must evolve. Traditional methods may no longer suffice, and a hybrid approach that blends digital and in-person interactions is likely the most effective strategy. However, there is no one-size-fits-all solution. Each company must continuously adapt, experiment, and innovate to meet the needs of physicians, field representatives, and other stakeholders.
For Pharma Companies: The Path Forward
Pharma companies must strike the right balance between traditional and modern engagement strategies. To achieve this, they must invest in AI, digital platforms, and omnichannel engagement, while still recognizing the enduring value of face-to-face interactions. At the same time, field force teams must be empowered and upskilled to operate in this new environment, focusing on personalized customer interactions and delivering value at every touchpoint.
How BioBoston Consulting Can Help
At BioBoston Consulting, we specialize in helping biopharmaceutical companies navigate these shifts in customer engagement. Our team of experts can assist in developing and implementing customized strategies that align with the latest industry trends and meet the evolving needs of healthcare professionals. Whether you need help integrating AI into your engagement models, upskilling your field force, or fostering innovation within your organization, BioBoston Consulting is here to guide you through the complexities of the modern customer engagement landscape.
Contact BioBoston Consulting Today
Are you ready to elevate your customer engagement model and stay ahead of industry trends? Contact BioBoston Consulting today to discuss how we can help you create a tailored strategy that drives success in the post-pandemic world. Let us work together to bring your vision to life.