🤔It’s not the right HCP!

Ever wondered about the “ONE” touchpoint that truly matters to your patients? The one that fosters trust, ensures well-being, and gets them the right treatment, at the right time?

👉The Challenge: Building a Personalized HCP Engagement Journey

Pinpointing these critical touchpoints can be challenging. But by understanding your patient population, you can build a personalized HCP engagement strategy that delivers a seamless experience and addresses their specific needs.

👉The Solution: Build Your Patient Journey

Here’s a step-by-step approach to create a patient-centric journey:

1. Identify Your Key Patient Phenotypes: Segment your patient population by condition, demographics, or other relevant factors.

2. Understand the Patient Journey: Map the steps your patients take – from initial diagnosis to ongoing care. Identify their goals, motivations, and pain points at each stage.

3. Prioritize Your Touchpoints: Pinpoint the key interactions HCPs have with patients throughout their journey.

4. Focus on Effectiveness: Prioritize your efforts to ensure interactions with HCPs are impactful and meet their needs. Avoid generic content that lacks effectiveness.

🙏By taking this patient-centric approach, you can create a win-win situation for HCPs, patients, and your company.

Want to Learn More?

Let’s talk more about it! leave me a comment or send a message!


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🙏 Time to Make PEACE with Customer Centricity ️

🙋‍♀️ The healthcare industry needs a paradigm shift towards truly understanding and prioritizing patient needs. Enter the PEACE framework: a roadmap to guide healthcare organizations towards a more customer-centric future.

1- P is for Personalization: Healthcare often takes a “one size fits all” approach. We need to cater to the specific needs and preferences of each patient. Sephora, a beauty retailer, as an example, they offer a variety of loyalty program rewards, personalized product recommendations, and a seamless online and in-store experience.

2- E is for Empowerment: Patients are increasingly interested in taking control of their health. Healthcare providers should offer tools and resources to help them make informed decisions. Starbucks per example are offering the ability to personalize and customize most, if not all menu items goes a long way in making the customer feel like their order is being made with attention, for them. A simple gesture like including a customer’s name on their beverage provides another simple opportunity to connect in ways where other retailers fall short.

3- A is for Acceleration: The rise of AI, robotics, has raised consumer expectations. They want convenient, real-time experiences across multiple channels. Amazon is a prime example. Their Prime membership offers free deliveries, discounted prescriptions, and access to exclusive entertainment – all delivered seamlessly through their online platform.

4- C is for Collaboration: Collaboration is key for innovation. Apple is a leader in this area. They hold annual developer conferences and in-store workshops to foster collaboration and education. Their Apple Watch also exemplifies collaboration between technology and the human body.

5- E is for Education: Medical education needs to adapt to the digital age. There is a need to offer personalized online learning tools that cater to individual learning styles and pace.

🤔 And you what do you think about the PEACE example?

Post inspired by Innovation as a Strategy Enabling Life Sciences of the Future


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🤔 What if we could bring Pharma teams together to work as one powerful group?

😊 This is where the “Critical Team Collaboration” PwC recipe :

1- Shared Goal: Everyone agrees on a clear goal: developing high-quality treatments that patients can afford, all while following regulations.

2- Open Communication: We break down the barriers between teams so everyone can talk openly and share information. This lets the best ideas shine through, and there’s less focus on unimportant tasks.

3- Tech Tools: Technology helps guide teamwork and track progress. It’s like a conductor in an orchestra, keeping everyone in sync.

4- Skilled Teams: Everyone on the team is not only an expert in their field, but also understands the big picture: the business, the patients, and the importance of working together. They focus on solving problems and getting things done for the patients.

5- Each Team Plays a Part: Commercial & Marketing make things moving smoothly. Pricing and market access make sure treatments are both valuable and affordable. Regulatory affairs keeps everyone on track with regulations.

💁‍♀️ Medical affairs explains the science behind treatments .

👉 It takes time to go from a jumbled mess to a well-oiled machine. But with practice, companies can create a powerful “symphony of success” that benefits everyone, especially patients.

Is your company ready to collaborate and achieve success? Let’s talk!
#omnichannel #pharma #innovation

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🤔 Are Your Medical Reps Reaching Their Full Potential?

🤗 Traditionally, medical reps have been seen as informational resources for healthcare professionals (HCPs). But with the rise of omnichannel marketing, is it time to redefine their role?

📈 Surveys like those from DT Consulting show a clear preference for a hybrid model, with HCPs valuing digital channels led by reps.

📊 However, a recent Across Health 2023 report paints a more complex picture. Here’s why:

1- 24% of cardiologists in EU5 still rely solely on face-to-face (F2F) visits.
2- 23% aren’t reached through any channel at all! This begs the question: what are the alternative channels, and are they even being utilized effectively?

💁‍♀️ So despite the potential benefits of omnichannel reps (increased impact and efficiency), the report reveals a gap in adoption:

Only 8% of cardiologists in the EU5 engage through all three channels (F2F visits, email, and remote detailing).

💁‍♂️ The takeaway?

There’s a clear need for a more strategic approach to omnichannel engagement in the medical field. Reps need to become orchestrators, tailoring their approach to individual HCP preferences and leveraging the power of multiple channels.

What are your thoughts on the graph? Share your experiences in the comments!

#healthcare#pharma #omnichannelrep
Across Health

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“Next-Gen Omnichannel: Beyond Tech To True Engagement” webinar

🎉 Excited to join the “Next-Gen Omnichannel: Beyond Tech To True Engagement” webinar today!

Omnichannel goes beyond just technology – it’s about fostering real engagement with customers. We’ll delve into the ways of working challenges facing the pharmaceutical industry and explore strategies to move beyond technology dependence.

👉 Join me, Behsad Zomorodi, David Douek, and Sam Karim for insightful discussions and practical solutions.

Register now using this link! https://bit.ly/4aBHkyP


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A huge To-Do Lists!

🙄 Are Your To-Do Lists Taking Over Your Creativity?

Ever feel like you’re drowning in a sea of tasks? You’re not alone, marketers & medical affairs to-do lists can become monsters, consuming your time and leaving you feeling burnt out 😞

🕙 The Challenge: Less Time, Less Inspiration

Juggling multiple channels: From social media to healthcare professional outreach, the omnichannel approach is essential, but it adds complexity.
Balancing scientific accuracy with engaging content: Communicating complex medical information in a way that resonates with different audiences is a constant challenge.

Keeping up with the latest trends: The healthcare environment is constantly evolving, and staying ahead of the curve requires ongoing research and adaptation.

💡 The Solution: Partnering for Success
Trying to do it all in-house can be overwhelming. We’re here to support! 😀
Partnering with an external partners can free up your time and unleash your team’s creative potential.

Here’s how:
💻 Omnichannel Expertise: Agencies can develop a cohesive strategy that integrates seamlessly across all your marketing channels.
✉ Content Creation Powerhouse: From crafting compelling scientific content to designing eye-catching visuals, agencies can elevate your brand storytelling.
📃 Staying Ahead of the Curve: Agencies keep their fingers on the pulse of the latest trends and technologies, ensuring your campaigns are fresh and effective.

Don’t let your to-do list steal your spark!

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Medical Affairs Function!

🤔 Do you see medical affairs as just a support function?

I don’t! I see Medical Affairs rapidly evolving into a key driver of success in the modern pharma world.

💁‍♀️ From Internal Expertise to External Collaboration:
Traditionally, Medical Affairs functioned primarily as an internal resource, providing scientific expertise within the company. But, the current environment demands a more multifaceted approach.

👉 How ? Bridging the Gap
Advancements in science, technology, and digital tools necessitate collaboration beyond company walls. Medical Affairs is now positioned at the forefront, actively engaging external stakeholders in impactful scientific and medical projects.

👍 Solution: Medical Affairs as the Bridge?
By creating closer relationships with HCPs, and patients, Medical Affairs bridges the gap between innovation and real-world healthcare needs. This collaborative approach ensures that new breakthroughs translate into real improvements in patient outcomes.
This evolution requires a new set of essentials for Medical Affairs teams to thrive:

🏆 Agility and Adaptability: The change in the industry demands Medical Affairs to be responsive to new challenges and opportunities.

🚀 Leaders who Foster Growth: Cultivating a culture of continuous learning, growth, and psychological safety empowers teams to embrace innovation.

👫 Building a Winning Team: Investing in talent development through scientific training, soft skills development, and mentorship programs unlocks the full potential of Medical Affairs professionals. Diversity, equity, and inclusion are important for fostering a culture of innovation

💻 Technology plays a vital role in this transformation:

Streamlining Operations: Leveraging technology optimizes operational efficiency, freeing up valuable time for teams to focus on strategic initiatives.

Digital Tools for Enhanced Communication and Decision-Making: Powerful digital tools can facilitate communication among stakeholders and utilize data analytics to inform strategic decision-making.

✨ The Future is Collaborative
Medical Affairs, with its robust scientific foundation and focus on stakeholder engagement, is here to play a pivotal role in the future of healthcare. As it embraces collaboration and leverages the power of technology, Medical Affairs will be a driving force in improving clinical outcomes and improving patient care.


Post Inspired by Opinion article for Jornal Económico | Medical Affairs, a new strategic pillar in the pharmaceutical industry (thelisbonmba.com)

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😊 Imagine a land of great ideas, full of resources – that’s Global teams!

👫 Here, Global Teams produce innovative materials, but a persistent question still remains: Do these treasures ever reach distant markets? Do they really meet their needs?

🙍‍♂️ Meanwhile, local teams are working brimming with insights from the field. They understand the unique needs of each market, the voices of the HCPs, the realities on the ground. But a silent worry preoccupies them: Are their voices ever heard? Do their insights ever bridge the vast distance and influence the grand ideas?

💁‍♂️ For far too long, these two worlds existed in isolated kingdoms, separated by ancient walls. This, my friends, is the “silos since the dawn of time” – a formidable challenge facing the land of Pharma.

📢 But fear not! We’re rising to the challenge, by proposing practical solutions to build the bridge between these 2 worlds:

1️⃣ Chapter 1: The Exchange – Global and local teams come together in large workshops: a forum to share their knowledge. Field Force, heroes of the frontlines, bring the voices and experiences of HCPs directly to the table.
2️⃣ Chapter 2: The Alliance – Teams from different regions join forces with their global peers.
Through collaborative exercises, they forge a path forward, choosing the best approach for the brand and the company as a whole.
3️⃣ Chapter 3: Local Power – Markets get their turn in the spotlight. Dedicated workshops delve into their specific needs, ensuring that tactics are tailored to their success.
4️⃣ Chapter 4: The Grand Adaptation – Global materials go under a transformation. Infused with the insights from local markets, they become potent tools, perfectly suited to serve each unique region.
5️⃣ Chapter 5 & 6: Continued Dialogues – The bridge remains open, with regular workshops fostering continuous exchange between global and local teams.

✨ This is the story we are writing – a story of collaboration, a saga of shared insights. With this mindset and with continious efforts we can break down the walls of the “Silos”, ensuring that the grand ideas of Global truly reach the distant markets, and that the voices of local teams are heard loud and clear.


P.S. Have similar experiences? Share your stories in the comments!


🤔 Personalization as the ultimate goal?

🛣 The journey to personalization requires a deep understanding of HCPs needs and preferences at every stage of the adoption process.

👩‍⚕️ Reaching thousands of HCPs requires a strategic approach. One recent article from Veeva Systems made me think about how can we craft Personas?

🙄 Can we go beyond demographics to consider how HCPs think and make decisions (treatment approach, adoption attitudes, information-seeking behaviors, competitor awareness)?

Veeva Systems tried to Understand HCP Profiles and Preferences segmenting them as below:

👩‍🏫 Efficacy-focused: These HCPs prioritize treatment goals and detailed data. They prefer digital channels for real-time information.

👨‍🔬 Safety-focused: These HCPs prioritize taking into consideration potential risks and side effects .

👨‍💼 Patient-centered: These HCPs focus on symptom relief and patient well-being.

We can see clear differences between these personas in terms of their messaging behaviors. Some prioritize achieving specific goals (efficacy), while others focus on safety or treatment goals. Additionally, there are significant differences in their preferred communication channels and where they get their information.

💁‍♀️ Curious to know your opinion about this segmentation!
Can we use it independantly of the markets implementation &/ or the HCPs specialties? And what is your current segmentation methodology ?

Please share with us your experience in the comments below!
Veeva Systems


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Content Strategy

🤔 Are HCPs Satisfied with Your Content Strategy?

💁‍♀️ Effective engagement with HCPs requires a balanced approach. While pull activities empower HCPs to learn on their own terms, well-timed push tactics ensure they’re aware of critical information. The key is understanding what, when, and how HCPs want to consume content.

✨ The Key to Success: Personalization
The golden rule of communication remains constant: personalization is king! But how do we achieve this in a world of spammed HCPs?

Here’s the challenge:
✉ Content: Effective messaging considers both the product’s lifecycle stage (launch vs. mature…) and the target audience’s persona. Messages that resonate with a “relationship seeker”doctor during a product launch will differ from those that resonate with an “transactional doctor” using a mature product.

📱 Channels: Choose the channel that best suits the persona and their stage in the learning journey (e.g., email updates for ongoing education, webinars for in-depth learning).

⏲ Timing: Deliver content at the right time, considering the lifecycle stage and your HCPs learning journey (e.g., post-conference follow-up emails, timely reminders about new treatment guidelines)

😊 The Question Remains: Are We Getting It Right?
As pharma professionals, we all strive to create successful communication strategies. But are we truly meeting the needs of HCPs?

Let’s Discuss!
Share your thoughts in the comments below:
How can pharma companies better serve HCPs?
What are your experiences with current communication strategies?
What innovative solutions can we implement to achieve true personalization?


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