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Rethinking Consumer Health HCP Engagement
Engaging HCPs in a post pandemic, consumer health landscape calls for a more sophisticated, multi-channel approach to ensure your brand stays top of mind with these key influencers.
Sue Johns, Senior Business Marketing Director, CSMS, IQVIA Consumer Health
Jul 20, 2022
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In the consumer health products industry, the opinions of healthcare professionals (HCPs) carry a lot of weight. In a recent IQVIA Consumer Health survey on dermocosmetics, almost 90% of respondents said a recommendation from an HCP had a high or moderate impact on their purchasing decision (see Exhibit 1).

This shows the enduring power of HCPs in building consumer trust, and the importance of engaging these professionals as part of a consumer health brand’s strategy.

Exhibit 1: Impact of various factors on purchasing decisions made by dermocosmetics shoppers (Source: IQVIA Consumer Health - Under the Skin Dermocosmetics 2022 Survey)

But that engagement process has changed a lot in the past few years.

Moving beyond face time

The COVID-19 pandemic accelerated changes in how HCPs want to interact with consumer health brands – traditionally a face-to-face pursuit - and that change appears to be permanent.

During the pandemic, we saw a 300% increase in remote detailing. In many countries it was the first time that face-to-face activity was no longer the leading form of promotion.

And while the use of in-person meetings rebounded somewhat when restrictions were lifted, a move towards digital engagement is not going away. In most regions, HCPs are showing a preference for digital communication, or a combination of digital and face to face engagement.

Rather than seeing this as a crisis, we believe the shift to multichannel engagement gives brand owners new opportunities to optimize their client interactions and improve sales force productivity, while also potentially cutting costs. But to do that, you must respond to the evolving expectations of these customers.

IQVIA Consumer Health data shows four key trends that are redefining consumer health engagement:

  1. HCPs want to control brand engagement. Historically the relationship between companies and HCPs was very push oriented. But in the current climate they want to be able to pull consumer information when it is convenient to them. That means brand owners need to be more agile in their outreach and provide touchpoints for HCPs to get information when and where it is convenient to them.
  2. HCPs want omni channel options. COVID forced HCPs to engage remotely with sales reps and brand materials, and they’ve developed a penchant for these options. Going forward, sales reps need to determine what channels customers prefer, how they can leverage this trend to drive personalized interactions, and how they can measure the impact of these engagements.
  3. HCPs want easy-to-use digital options. HCPs may have accepted technology as a means to access product and consumer information, but they will only use tools that offer excellent user experiences. That means providing content via technology that is quick and easy to navigate, doesn’t have complex login procedures, and offers concise and relevant content.
  4. Every HCP is different. While we see consistent trends across regions and specialty groups, each HCP has their own preference for content type, timing and variety. Sales reps will need to do their research to understand how each customer wants to be engaged to best meet their needs.

Adapting to new consumer health engagement models

This new HCP engagement environment will take getting used to. Companies will need to build new partnerships – inside the company with their sales and other operational teams, as well as with external vendors — to help them adapt to these demands, build more robust outreach campaigns, and track the impact of these less familiar outreach efforts.

One way you can achieve this is by leveraging data about your target customers. For example, IQVIA’s OneKey Accelerated Insights provides users with a digital view of HCPs, highlighting their preferences, relationships, and receptiveness to different types of engagement.  This enables brand teams to plan more targeted campaigns, and to understand what elements of this new outreach environment should be outsourced vs. kept in house. It helps sales reps optimize their efforts and personalize outreaches for every HCP.

HCP engagement is a vital element of a consumer health brand’s strategy. Understanding which channels an individual HCP prefers, and what sales reps can do to better support these preferences is the best way to adapt to these multichannel sales environments.

To learn more about the latest Consumer Health market trends check out our June 15, 2022 Webinar The Consumer Health Brand Strategy Evolution.

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