
Is COVID-19 altering how pharma engages with HCPs?
August 4, 2020
August 4, 2020
The COVID-19 pandemic has shifted the daily operations of healthcare providers (HCPs) to more virtual interactions with both patients and pharma companies – and with lasting impact. Both HCPs and patients see great value in more virtual interactions. In addition, HCPs have seen pharma companies change what they communicate about beyond just product information. The services they offer are much more helpful than before COVID-19. Now is the time for pharma companies to redefine their relevance.
The survey results are from 720 healthcare professionals located in the United States, the United Kingdom, France, Germany, China and Japan with participants identifying themselves as one of the following: General Practitioner, Oncologist, Immunologist or Cardiologist.
HCPs had fewer in-person visits during the first few months of COVID-19, and a shift to remote care where possible.
HCPs are seeing pharma companies diversify their communication beyond product information and are finding more value in additional support services.
As physical access is limited with no end in sight, the relationship between HCPs and pharma sales reps will require new ways of creating meaningful connections. More than 40% of HCPs said they are restricting who can enter the office for professional reasons (no pharmaceutical reps) with 28% planning to implement permanently.
87 percent of HCPs want either all virtual or a mix of virtual and in-person meetings even after the pandemic ends
Before COVID-19, 64% of meetings with pharma sales reps were held in person. During the pandemic, this shifted to 65% of meetings held virtually, consistent across therapeutic areas:
Most HCP’s are interacting with sales reps more than before COVID-19, however they want sales reps to have a better understanding of their needs and expectations now and after the crisis.
Recognize the unprecedented human impact today and tomorrow. Understand implications of delayed treatments, cost and mental health challenges.
Give practical support to deliver close patient care. Provide instructions for in-home care and details about lab testing locations and care sites.
Create messages that drive more impact i.e, the ease of administration and the ability to maintain adherence without visiting a physical facility.
Build relationships with digital health innovators to deliver new solutions that enable the healthcare provider to continue to support patients.