Smoothly tackling everyday HCP hustle, giving better insights, effective communication, and time efficiency makes digital HCP communication the need of the hour.
A few years back, I was at a colleague's clinic, waiting to pick him up for lunch, followed by a CME session. He'd had another hard day, and only just finished with the last patient. He asked that I stay in the cabin while he summoned a medical representative who had been waiting for quite some time. The visitors represented a major pharmaceutical company, and they were well acquainted.
The smiles and warmth fled when the rep opened his visual aid and began the pitch. He spoke in a trance-like manner, mechanically voicing the lines. The voice modulation and focus on the major points were spot on, but he could have been sleepwalking during the presentation.
Then I noticed the doctor struggling to keep his eyes open while yawning. He respectfully nodded for the first five pages, then stopped.
Just what the doctor ordered
He informed me later in the car. "I sometimes wonder if my patients ever think that I, too, am human. Everyone wants my undivided attention and expects me to provide the miraculous medicine." I told him it reflected his patients' trust in him, and he should be grateful.
"Then there are the medical reps," he added. "They can't be hated or loved. You know they're nice people who give me useful information about key products. I don't have much time for programs like the one you're now enrolled in. I'd rather have the representatives come to me. I only wish they had informed me what I needed to know quickly."
His phone rang right then. He pressed the power button without looking at the screen. "Perhaps one day I'll be able to take care of my patients and listen to the salespeople merely by using this," he laughed as he tapped the phone. I laughed as well, happy that his mood was improving.
I am curious if that was a joke or a genuine wish that was granted.
Digital technology, 2D/3D videos, and immersive experiences (AR/VR) soon took over HCP communications. This transformation allows busy professionals like him to manage their time better while still receiving vital medical information and maintaining high standards of patient care.
Right formulation, delivered perfectly
According to numerous polls and studies, approximately 70% of doctors today prefer online communication. The preferred modalities vary—the majority use smartphones, a sizable proportion use dedicated professional networks, and many are at ease with social media.
Many patients consciously or unconsciously put their family doctor against Dr. Google, so health apps quickly gained popularity.
Most doctors are now content to delegate primary healthcare to digital doctors while they handle cases that necessitate their personal, hands-on (with all precautions, of course) attention. It is not surprising that around 80% of patients prefer the hybrid model. They want their doctor to be available online and in person when needed.
Doctors are already using digital tools and interactive solutions to write clinical notes and read medical publications online to stay updated on the newest advancements in pharma and medicine. They are also attempting to participate in virtual seminars by donning virtual reality (VR) headsets.
Also, doctors are pleased to browse information-oriented portals maintained by pharmaceutical corporations and research universities to catch up. They also participate in online detailing sessions if the companies tell them what they want to know rather than what the companies want to push.
Healthcare professionals prefer an intelligent and interactive conversation over a dumbed-down, insipid monologue.
Here, citing an example of a company that influenced gynecologists to adopt its innovative product. Gynecologists did not feel confident about putting ureteric catheters in. And their lack of experience made them nervous about using the company's innovative product. Learn more about how with a VR-based learning experience, the company boosted confidence and product adoption.
Design communication, clubbed with technology
Consider the era of the printed visual-aid and suppose it was packed with paragraph after paragraph of information with no visuals or design elements.
Technology is an excellent tool for disseminating, capturing, analyzing, and presenting the information. The pharma professional requires a communication partner who can think outside the box, understand the regulatory framework, and ensure strict compatibility (and adaptability) with the delivery mechanism.
Ethosh blends technology building blocks with creative and storytelling brains to maximize the value of your product through digital content and immersive experience. The skilled digital team is empowered to create relevant product interactions that instill confidence in users. Ethosh's Managed Services for Interactive Experience assist businesses in adopting 3D interactive and immersive technology at the corporate level, offering value on a large scale and at a low cost.
