Excelling in customer engagement
How life sciences brands are re-defining HCP communications in light of the global pandemic.
Wednesday, 6th May
Industry and agency experts joined the PM Society’s inaugural webinar on the 6th May to discuss how communications in the healthcare industry are being redefined during the COVID-19 pandemic. The event was curated by the PM Society’s Digital Interest Group (DIG), co-chaired by James Harper and Samuel Pygall.
Watch the full webinar recording below.
The webinar was opened by Colin Williams, PM Society Co-Chair and Global Product Lead, Veeva Rep Channels, GSK. In his role at GSK, Colin noted that the last 2 months has seen many markets move from cautious users of technology such as Veeva Engage Meeting to fast adopters. Getting the basics right from a process, content and training perspective is key in ensuring that platforms are optimised. Fundamentally, Colin stated, was the need to ensure the user journey was considered for all engagements, that virtual interactions were relevant and followed up with appropriate communications
The DIG were delighted to have Branden Mittra, Program Manager, Content Partners, Veeva Systems provide an overview of where tools such as Veeva Engage Meeting and Veeva Approved Email have supported customer engagement during the COVID-19 crisis. In the past month, statistics show 263% more approved emails being sent and an increase of 2,347% more Engage Meetings held. Recognising that it is unlikely that we will return to “business as usual”, Branden over viewed the Veeva tools including Veeva CRM, Veeva Engage Meeting, Veeva Engage for Portals, and Veeva Approved Email. These, he stated, would form part of a new hybrid model of HCP engagement alongside F2F. Branden also outlined how the Veeva roadmap has adapted in light of the pandemic to meet the changing demands of partners and clients.
“We need to ensure we don’t overwhelm and ultimately underwhelm our HCPs with the increased push communications we’re using today”. A message shared by our second speaker, Shai Blackwell, Managing Director, Europe at conversationHEALTH and Patient Engagement Interest Group Lead, PM Society. Shai explained the role that conversational UX – chatbots – can play with our existing digital ecosystems and content strategies. Conversational UX provides an ease and efficiency to HCPs in their daily clinical practice, removing time spent searching for answers and being available 24/7. Presenting 5 examples of where chatbot interfaces are engaging HCPs today (including web, detailing and online media), Shai outlined the need for both push and pull communications strategies that enable HCPs to connect with us when and where they need to.
The meeting closed with a panel discussion around how and where technologies will continue to shape and inform HCP engagement strategies post COVID.
Moderated by James Harper, Founder and Managing Director, twentyeightb &, Digital Interest Group Lead, PM Society, the speakers were joined by joined by Dale Peters, Managing Director, Bright Affect. Questions from the attendees ranged from understanding the balance of these channels in light of HCP engagement, through to how to equip reps with the assurance and understanding of these technologies to deliver excellent remote engagements. The panel agreed that bringing the sales force on this journey to help them understand not just the technology but also their evolving role will be important as the landscape shifts.
Thanks to all our speakers for giving up their time to participate in this topical and relevant discussion that is impacting all facets of our industry today. Many thanks also to the 200 attendees who joined us live.
If you’re interested in getting involved with the PM Society, please get in touch with Alex Hankinson