Events have always been key for medical & marketing teams in pharmaceutical and Medical devices companies to reach, train, support daily practices, and engage in meaningful exchanges with healthcare stakeholders/professionals (HCP).
There is an increasing number of events and engagements, whether physical or virtual, including conferences, educational programs, scientific meetings, speaker programs, medical advisory boards, symposium, investigator meetings, and more.
Events must be carefully managed as they directly reflect on the company reputation, compliance & scientific exposure.
In 2017, face-to-face interactions were still the preferred channel for HCPs to access medical information (74%), but more than 60% of them also indicated webinars, websites, and webcasts as key channels they use to access information .
The increasing number of digital natives among HCPs (67% in 2020 ), combined with the Covid-19 epidemic context, has largely accelerated the need for a digital shift of events and medical trainings. Even Asco, cancer research’s top meeting has moved on-line.
For pharma companies and Medical Device manufacturers, the organization of digital events combined with other channels (e-mails, remote detailing…) ensures a continuum in HCP relationship, and frequency of contacts.
“The advantage with Digital events, is extended reach, a tracking on all actions, reduced cost, and possibility in 1to1 meeting to come back to the webinar and target messages“
Today, several solutions exist to train and inform on scientific aspects HCPs such as video-learning, visio-conferences, and e-learning. You can easily implement them, and therefore get a quick win and experiment this new way of interactions with HCP’s, under the motto Test & Learn
Invivox use case
Invivox is an example of a medical distance platform capable to quickly organize information/education, scientific sharing, and best practice exchange with scientific societies and KOLs.
Invivox is a French Startup whose mission is to facilitate the continuing medical training of all types of HCPs in France and in the world – both online and on-site – leveraging its platform and digital approach (peer-to-peer communication).
Invivox main benefits:
After a successful experience in the medical device environment (with clients such as Medtronic, Boston Scientific, Philips, Peters Surgical), the startup can strongly contribute to the “new deal” in Pharmaceutical companies.
The digitalization of events is part of the overall multichannel engagement strategy of a product/therapeutic area. 5 steps have to be followed for a multichannel engagement strategy, with the absolute priority of maintaining regular and qualitative contacts with each HCP (specialists, GPs, Nurses, pharmacists...) by offering the best content on the optimal format at the right moment thanks to the coordination of different channels (on-line & offline).
With the pandemic, you need to start with the understanding of your HCP needs and usages. Qualitative and quantitative data & insights are therefore fundamental to start about:
In general, what we have seen is that HCPs are looking for interesting content & services. Qualitative content should get a prominent role in the interaction.
Digital means are part of the mix of the multi-channel strategy. The advantage of a digital approach is the capacity to target your audience, interest your clients with appropriate content, and the capability to analyze data coming from digital sources.
As the customer is at the center, a continuous feedback on the mix, content, and experience should be incorporated in the multi-channel strategy. In this term, it is about Test, Learn, Build, Run, Learn, Build again….
 Digital Savvy HCP 2017, PharmaFutur - Survey on 1275 HCP in China, USA, RoW https://docs.wixstatic.com/ugd/bbbaba_9daa40aa7c25454eb088855cb5fc4415.pdf
 Source LBi Health 2014 infographic http://www.pmlive.com/data/assets/image/0010/544276/digital-natives-infographic.jpg