The pharmaceutical and healthcare sector has been compelled to vary the best way it connects, educates and engages with HCPs by way of new digital channels due to Covid-19. The times when a pharma rep can stroll into any medical doctors’ workplace at a selected time and anticipate to see the physician in the event that they have been affected person sufficient, might quickly be a distant reminiscence. A research performed by the NIH (Nationwide Library of Drugs) reveals that 88% of medical doctors use their cell phone incessantly to remain up to date on new traits, medication or remedies. So what can gross sales reps do to remain related with HCPs?

ROAD TO THE HYBRID SALES MODEL

With a view to obtain the identical diploma of pre-pandemic effectivity, pharmaceutical corporations should coordinate each face-to-face interactions and distant calls. These which might be capable of adapt to the wants of physicians and enhance their digital attain will have the ability to elevate and remodel their relationships to a different degree. In-house coaching is the important thing to gross sales success and gross sales reps’ potential to adapt to this new mannequin. 

There are at present 3 kinds of medical doctors and healthcare professionals: 

a) Those that favor solely “face-to-face” interactions.

b) Those that suppose that solely distant gross sales reps will exist.

c) Those that anticipate a hybrid interplay between gross sales rep and HCP.

At Compettia now we have labored with 9 of the world’s TOP 10 pharmaceutical corporations and have developed many alternative plans for elevated communication and the creation of latest channels for interplay between gross sales reps and HCPs. For that reason, now we have collected the primary issues for this transition to a brand new hybrid gross sales mannequin. Let’s get began! 

#1 – Product launch and reinforcement of the data

Earlier than 2020, pharmaceutical corporations delivered data on illnesses, merchandise and present information primarily by way of gross sales reps. With a excessive frequency of visits, it was pure to ship this wealth of data and research to medical doctors. Corporations should now redesign product launches in the direction of a hybrid promotion of merchandise they’ve already launched and people but to come back. 
 
The product launch is likely one of the most necessary moments for manufacturers within the pharmaceutical trade, so it is important to achieve success from the beginning. Previously, launches have been achieved by way of visits, conferences and face-to-face coaching. Now it’s inconceivable to do face-to-face, and on the similar time HCPs will not be ready for it to be fully distant. How will you make a profitable product launch whereas utilizing a hybrid mannequin? Prepare gross sales reps earlier than, throughout and after the product launch to maximise in-market outcomes, keep away from lack of understanding, lack of affect on HCPs and misplaced gross sales and market alternatives. 
 
One of many key issues is the inner coaching of everybody concerned all through the affected person journey. How? At your subsequent cycle assembly, kick off or gross sales coaching, introduce the a device like Atrivity, the gamified app for coaching the pharmaceutical trade. You may retailer all of the content material a few pathology in a single place and create enjoyable computerized challenges or aggressive challenges between gross sales reps. It is a methodology that may mean you can ship all the required data, enhance data by greater than 25% and individually reinforce gaps in data.

#2 – Hybrid occasions

Most occasions pre-pandemic have been “face-to-face”, which benefited communication and strengthened the bond of relationships. On the similar time, it was pricey for corporations by way of workers journey, viewers lodging and misplaced days. In 2021, occasions could possibly be face-to-face, distant or hybrid. The large questions surrounding this are how can I ship the identical expertise at distant and hybrid occasions? Is it doable to make sure that key messages are understood by all individuals, no matter how they attend? How can I strengthen relationships throughout a distant or hybrid occasion?

Along with this, because the onset of the pandemic delegates haven’t been capable of correctly go to a lot of their HCPs, so messages, product and pathology data must be referenced. So what’s the resolution? Efficient in-house coaching is the important thing to attaining gross sales targets. Deploy steady coaching that engages HCPs by way of a digital omni-channel technique that’s non-intrusive and fewer demanding. Greater than 75% of physicians say they have been blissful to work together with pharmaceutical corporations throughout the pandemic, because the overwhelming majority have been digital. 
 
Atrivity’s recommendation: 
 
HCPs will not be able to embrace this new idea 100%, which is why gross sales reps are those who must be the driving power within the trade and inspire medical doctors to take part. For this to achieve success, it’s crucial that gross sales reps totally grasp it by way of efficient inner coaching. One of these gamified content material is simple to eat anytime, wherever with out the necessity to cease operations. The sport dynamics interact medical doctors to finish challenges in a enjoyable means and measure the outcomes afterwards to strengthen weaknesses. 

#3 – New scientific information. Easy methods to ship it?

The supply of scientific data to medical doctors is likely one of the predominant and most respected features of gross sales representatives. In occasions earlier than the pandemic, all materials provided to the physician was by way of face-to-face visits, as they incessantly scheduled visits and it was tremendous for medical doctors. Now, the frequency at which a gross sales rep visits a health care provider is minimal and when a medical research is printed, it’s important to ship the up to date data in a brief time frame. 

With the overwhelming majority of visits being distant or hybrid, how can delegates have the chance to elucidate medical circumstances intimately or ship data rapidly and effectively to HCPs? With Atrivity’s gamification resolution it’s doable to deploy all related content material and data in a tailor-made strategy to the particular merchandise, medical doctors or divisions that want it. All content material is saved in every consumer’s private content material library permitting them to evaluation it wherever, every time and as many occasions as they need! One of many predominant benefits is the benefit of making and delivering content material with 20 to 60 occasions extra impacts. 

This manner you may enable gross sales reps to elucidate intimately the medical details about any product or pathology and make sure that HCPs have understood it appropriately. As well as, by presenting the knowledge by way of Atrivity’s sport dynamics you’ll reinforce the medical doctors’ dedication to internalise all the info with out the necessity for them to cease operations. 

Atrivity workforce’s conclusions

The hybrid gross sales mannequin is right here to remain and inner coaching is crucial for reps and medical doctors to adapt to it. Participating HCPs in a non-intrusive means, coordinating messages throughout channels and offering easy accessibility to data are key issues. For pharma corporations, retaining each gross sales reps and HCPs engaged by viewing their content material by way of Atrivity will enable them to extend their degree of data and retain it higher later. Now’s the time for healthcare corporations to be nearer than ever to HCPs so as to enhance sufferers’ high quality of life at such a vital time.