Focusing on HCP Needs Results in Better Engagement for Pharma Companies

Source: Accenture

Survey shows how pharmaceutical companies can develop meaningful interactions with healthcare providers.

In mid-2021, Accenture Strategy & Consulting surveyed over 700 general practitioners, oncologists, immunologists, and cardiologists to better understand how to develop and maintain a good working relationship with healthcare providers (HCPs). The key message resulting from the survey was that by paying attention to the needs and expectations of the HCPs and how the companies provide them with relevant information, the companies would find it easier to engage with the HCPs overall.

The Digital World: Too Much of a Good Thing?

Since the pandemic began, people have relied on digital information more than ever before. The survey showed that although most HCPs thought the pharma company content they received was more relevant than before the COVID-19 pandemic, some of the content may be lost through how it is conveyed.

Many HCPs felt they were being spammed (65%) and receiving too many communications (64%). Two-thirds of the respondents thought they were asked to join too many meetings, more than they could accommodate. That being said, almost 90% of the HCPs believed pharma companies were making more of an effort to connect with them; 41% would rate their attempts as “significant.”

What HCPs Want

Receiving robust clinical and real-world data helps HCPs learn about care options. But patient education material in hard copy is particularly desired by the HCPs so that the material can be given directly to their patients.

When pharma companies can provide desired materials in the formats preferred by the individual HCPs, they are more likely to be looked upon favorably. In addition, HCPs who are offered rapid responses to their questions and needs, and convenient ways to collaborate and network with their peers, tend to keep those companies top of mind.

Learn more about the “new” rules of engagement here. 

Dowload the pdf survey here.