From Information Providers to Orchestrated Omni-Channel Partners!
😉Pharmaceutical sales model is changing. Traditionally, medical representatives focused on delivering information to HCPs. But today’s physicians have more nuanced expectations, seeking a blend of information, services, and emotional connection during interactions!
Research by Smart Pharma (2016-2021) suggests physician expectations are influenced by:
-External factors:Industry trends,competitor activity, and healthcare regulations.
-Internal factors: Past experiences with med reps and the pharmaceutical company.
– Physician personality: Some physicians prioritize data-driven information (“Information Seekers”), while others value rapport and trust (“Emotion Seekers”).
The “Seeker Portrait” model helps med reps identify an HCP expectation:
🤔- Information Seekers: These HCPs want in-depth clinical data, evidence-based medicine updates, and the latest disease-related news.
🫡- Service Seekers: They value practical assistance, like reimbursement codes or patient education support materials.
😊- Emotion Seekers: These HCPs appreciate a positive and respectful interaction, where the med rep acts as a trusted partner.
✨️The Rise of the Orchestrated Omni-Channel Rep
HCPs’ dominant expectations can vary depending on the specific situation and brand (established vs. new, innovative vs. generic).
To effectively influence their behavior, med reps must adapt their approach.
This is where the concept of the “orchestrated omni-channel rep” comes in
These reps leverage a combination of communication channels – face-to-face meetings, digital tools, and remote detailing – to deliver the right information, services, and emotional connection to each HCP based on their unique needs.
By understanding the “Seeker Portrait” and embracing an omni-channel approach, med reps can become more effective partners in improving HCPs engagement with Pharma!
#Omnichannel#Pharmareps#Digitaltransformation
