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Article
Four Steps to Smarter, More Dynamic Deployment
Sep 14, 2021
Summary
No life sciences organization has limitless promotion budgets – especially those preparing for their very first launch. When resources are constrained, you may be tempted to place greater bets on less costly digital channels. After all, the COVID-19 pandemic has further depressed in-person access to healthcare professionals (HCPs) and accelerated adoption of remote engagement.
But digital isn’t a panacea, and in-person promotion remains critically important. In fact, the return on face-to-face interactions can be at least two times higher than the impact realized through remote engagement. Further, some specialty areas are even more receptive to in-person promotion.
As you prepare for launch, you must tackle this challenging question: What’s the right combination of personal and non-personal promotion for each HCP – and how should I tweak that combination over time?