Regions
MAIN/REGIONS
regions/
Regions
  1. Americas
  2. Asia & Oceania
  3. Europe
  4. Middle East & Africa
  1. Solutions
  2. Products
  3. Insights
  4. About
  5. Careers
  6. Contact Us
MAIN/search
MAIN/Solutions
Solutions/
SOLUTIONS
  • Research & Development
  • Real World Evidence
  • Commercialization
  • Safety & Regulatory Compliance
  • Technologies
LIFE SCIENCE SEGMENTS
HEALTHCARE SEGMENTS
THERAPEUTIC AREAS

Impacting People's Lives

"We strive to help improve outcomes and create a healthier, more sustainable world for people everywhere.

LEARN MORE
Harness the power to transform clinical development

Reimagine clinical development by intelligently connecting data, technology, and analytics to optimize your trials. The result? Faster decision making and reduced risk so you can deliver life-changing therapies faster.

Research & Development Overview
Research & Development Quick Links
Real World Evidence. Real Confidence. Real Results.

Generate and disseminate evidence that answers crucial clinical, regulatory and commercial questions, enabling you to drive smarter decisions and meet your stakeholder needs with confidence.

REAL WORLD EVIDENCE OVERVIEW
Real World Evidence Quick Links
See markets more clearly. Opportunities more often.

Elevate commercial models with precision and speed using AI-driven analytics and technology that illuminate hidden insights in data.

COMMERCIALIZATION OVERVIEW
Commercialization Quick Links
Service driven. Tech-enabled. Integrated compliance.

Orchestrate your success across the complete compliance lifecycle with best-in-class services and solutions for safety, regulatory, quality and medical information.

COMPLIANCE OVERVIEW
Safety & Regulatory Compliance Quick Links
Intelligence that transforms life sciences end-to-end.

When your destination is a healthier world, making intelligent connections between data, technology, and services is your roadmap.

TECHNOLOGIES OVERVIEW
Technology Quick Links
MAIN/Products
Products/
CLINICAL PRODUCTS
COMMERCIAL PRODUCTS
COMPLIANCE, SAFETY, REG PRODUCTS
REAL WORLD PRODUCTS

CASE STUDY

"Data in a Day

LEARN MORE
MAIN/Insights
Insights/
BLOGS, WHITE PAPERS & CASE STUDIES

Explore our library of insights, thought leadership, and the latest topics & trends in healthcare.

DISCOVER INSIGHTS
THE IQVIA INSTITUTE

An in-depth exploration of the global healthcare ecosystem with timely research, insightful analysis, and scientific expertise.

SEE LATEST REPORTS

INSTITUTE REPORT

"Digital Health Trends 2024 - Implications for Research and Patient Care

READ MORE

EMEA Insights

"IQVIA thought leadership with a focus on EMEA.

Learn more

WHITE PAPER

"DCTs Deliver Big ROI

LEARN MORE

WHITE PAPER

"Capturing value at scale: The $4 billion RWE imperative

LEARN MORE
MAIN/About
About/
FEATURED INNOVATIONS
  • IQVIA Connected Intelligence™
  • IQVIA Healthcare-grade AI™
  • Human Data Science Cloud
  • IQVIA Innovation Hub
  • Decentralized Trials
  • Patient Experience Solutions with Apple devices
WHO WE ARE
NEWS & RESOURCES

INVESTOR RELATIONS

"Visit our investor relations site for more information.

LEARN MORE
Unlock your potential to drive healthcare forward

By making intelligent connections between your needs, our capabilities, and the healthcare ecosystem, we can help you be more agile, accelerate results, and improve patient outcomes.

LEARN MORE
IQVIA AI is Healthcare-grade AI

Building on a rich history of developing AI for healthcare, IQVIA AI connects the right data, technology, and expertise to address the unique needs of healthcare. It's what we call Healthcare-grade AI.

LEARN MORE

Your healthcare data deserves more than just a cloud.

The IQVIA Human Data Science Cloud is our unique capability designed to enable healthcare-grade analytics, tools, and data management solutions to deliver fit-for-purpose global data at scale.

LEARN MORE
Innovations make an impact when bold ideas meet powerful partnerships

The IQVIA Innovation Hub connects start-ups with the extensive IQVIA network of assets, resources, clients, and partners. Together, we can help lead the future of healthcare with the extensive IQVIA network of assets, resources, clients, and partners.

LEARN MORE
Proven, faster DCT solutions

IQVIA Decentralized Trials deliver purpose-built clinical services and technologies that engage the right patients wherever they are. Our hybrid and fully virtual solutions have been used more than any others.

LEARN MORE
IQVIA Patient Experience Solutions with Apple devices

Empowering patients to personalize their healthcare and connecting them to caregivers has the potential to change the care delivery paradigm.

LEARN MORE
MAIN/Careers
Careers/
WORKING AT IQVIA

Our mission is to accelerate innovation for a healthier world. Together, we can solve customer challenges and improve patient lives.

LEARN MORE
LIFE AT IQVIA

Careers, culture and everything in between. Find out what’s going on right here, right now.

LEARN MORE

WE’RE HIRING

"Improving human health requires brave thinkers who are willing to explore new ideas and build on successes. Unleash your potential with us.

SEARCH JOBS
MAIN/Contact Us
Contact Us/
Blog
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
  • Blogs
  • Rethinking Consumer Health HCP Engagement

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.

Related solutions

Contact Us