Today, we’d like to share some ideas that are becoming more and more important in the marketing strategies we implement for the pharmaceutical group sales force. The pharmaceutical sales representative’s visit is undergoing a radical transformation. Originally based on face-to-face interactions, it is undergoing a mutation hastened by the digital revolution and the COVID-19 pandemic. As experts in innovation management in healthcare, we are wondering about the future of pharma representative’s visits: How can the quality and effectiveness of visits be maintained while integrating new technologies? How do healthcare professionals perceive and welcome these changes?

Whether you’re a pharmaceutical sales representative, a healthcare professional, or a stakeholder in the pharmaceutical industry, we invite you to join us as we explore the future of sales representatives’ visits!

The rise of digital transformation: an answer to the crisis?

Digital interactions have emerged as an agile solution to the restrictions imposed by the pandemic. Thanks to video-conference platforms, representatives can reach a greater number of healthcare professionals in less time, without geographical limitations. Digital tools also make it possible to tailor presentations to the specific needs of doctors and to monitor interactions and feedback more effectively using data analysis tools. However, this approach is not without risks. The absence of direct human contact can make it more difficult to establish a relationship of trust and to understand doctors’ needs that have not been verbalized. Virtual interactions often lack the depth of face-to-face exchanges, where the nuances of body language and facial expressions play a crucial role. Without these elements, it is more difficult to perceive unspoken concerns and establish a relationship of trust.

Read more : What health care providers want from pharmaceutical companies in a hybrid environment

Furthermore, digital fatigue is a reality, with healthcare professionals often overwhelmed by the increasing number of online requests. This can leave people exhausted and less willing to engage meaningfully with online content. This reduces their engagement and receptivity to messages, impacting the effectiveness of digital communications. Finally, ultra-personalization, while potentially effective, requires rigorous management of personal data to avoid regulatory compliance issues. Sensitive data must be collected and analyzed with great care. It is essential to respect privacy protection standards and to ensure that all data management practices comply with current regulations, to avoid any risk of non-compliance and to protect personal data confidentiality.

Phygital Balance

The future of the pharmaceutical representative visit may reside in a phygital approach, which combines the best of physical and digital interactions. By integrating advanced digital tools with personalized human interactions, pharmaceutical companies have the opportunity to create a holistic and engaging customer experience. The phygital model is characterized by its ability to maximize flexibility and efficiency while maintaining an essential human touch. This hybrid approach ensures better coverage and richer interaction with healthcare professionals, responding to the various and complex needs of the pharmaceutical industry.

Example of phygital implementation :

• Reduced physical presence: Limit face-to-face visits to key moments, such as new product launches or in-depth training. This will maximize the impact of face-to-face interactions while reducing costs and logistical constraints.
• Digital follow-up: Use digital tools for regular updates, Q&A sessions, and post-visit follow-up. Videoconference platforms and online communication tools can be used to maintain a constant, responsive link with healthcare professionals, increasing the effectiveness of communications.
• Personalization and data analysis: Leveraging CRM (Customer Relationship Management) and data analysis technologies to personalize interactions and anticipate the needs of healthcare professionals. By analyzing the data collected, companies can tailor their messages according to the audience needs, increasing the relevance and impact of their communications.

The advantages of omnichannel marketing

Omni-channel marketing is becoming an essential strategy for pharmaceutical companies that are seeking to maximize their impact and engagement with healthcare professionals. By combining multiple channels, this strategy creates an integrated and seamless customer experience, with several key benefits. The use of multiple channels enables data to be collected from each individual, providing an in-depth understanding of healthcare professionals’ needs and preferences. This detailed knowledge allows companies to tailor their messages and target their campaigns more precisely, creating a unique and engaging customer experience. Secondly, omni-channel marketing ensures that messages are consistent across different channels. In this way, pharmaceutical companies can guarantee seamless, harmonious communication. This approach strengthens the trust and loyalty of healthcare professionals, who benefit from a uniform, well-orchestrated experience, whether they interact online or offline.

The integration of digital and physical channels also means greater responsiveness. Pharmaceutical companies can adjust their strategies in real-time, based on feedback and data collected, ensuring rapid adaptation to the changing market needs. This flexibility is crucial in a constantly changing environment.

The future of sales representative visits is heading towards a phygital model, combining the best of both worlds. Pharmaceutical companies will need to invest in robust digital tools while training their delegates to excel in these new hybrid modalities. The key to success will lie in the ability to adapt quickly and respond to the changing needs of healthcare professionals, while maintaining the quality of human relationships that are the core of this profession. However, implementing a phygital strategy requires close coordination between sales and marketing teams, as well as investment in appropriate technologies. Players in the pharmaceutical industry need to be well-prepared for this new era if they are to remain competitive and relevant.