Is COVID-19 altering how pharma engages with HCPs?

Healthcare providers are operating in a new landscape

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.

COVID-19 has changed how HCPs operate

HCPs had fewer in-person visits during the first few months of COVID-19, and a shift to remote care where possible.

• 78% of HCPs saw a decrease in the number of patients visiting their practice during COVID-19
• 36% of patients asked to have treatment remotely
• More than 60% of HCPs value self-administration methods for patients and tools for remote monitoring

HCPs see greater value from pharma

HCPs are seeing pharma companies diversify their communication beyond product information and are finding more value in additional support services.

• 82% of HCPs have seen pharma companies change what they communicate about, to include support that meets their most pressing needs

Virtual engagement is here to stay

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.

Sales reps have shifted from in-person to virtual meetings with HCPs

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:

Sales reps are communicating now more than ever, but struggling to be relevant

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.

Now is the time for pharma to reinvent its relevance