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Adapt, modify and optimize to the changing needs of SEA pharmacist engagement
Delphine Keng, Consultant, Primary Intelligence, IQVIA Consumer Health, Asia Pacific
Jun 09, 2021

Throughout the pandemic pharmacists have been constantly modifying and adapting to bring guaranteed care and support to customers in a safe manner within the community. Without a doubt healthcare companies should also adapt their detailing approaches accordingly in order not to be left behind.

Last year, as countries emerged from lockdown we drew insights from Well Track 1 on “Keeping up with SEA pharmacist digital engagement” (read here). The latest findings from our Southeast Asia WellTrack 2 study in 2021 has shown that while SEA pharmacists still hold a traditional engagement mindset. If face-to-face is not feasible they still prefer to be contacted through the phone. However, slowly but surely they are now giving new virtual detailing approaches a chance.

Given the uncertainties brought upon by the pandemic, it is crucial to understand the best virtual channel med reps should use when engaging our SEA pharmacists.

  • Philippines pharmacists are most open to newer detailing approaches, with 4 in 5 preferring online chat groups created by healthcare companies, pre-recorded webinars, and detailing via familiar chat platforms like FB messenger, Viber, WhatsApp etc.
  • Singapore pharmacists prefer a mix of traditional and new detailing engagements when the situation calls for it. Email and phone calls are preferred by the majority, but at least 3 in 5 are also open to chat and video detailing
  • Thailand pharmacists have shown a change in preference from the WellTrack Wave 1 results, where there was an interest in video platforms and pre-recorded webinars. However, at least 50% now prefer detailing via phone calls and more familiar chat platforms
  • Malaysia pharmacists are starting to prefer new digital detailing approaches (from traditional ones previously used e.g. SMS, phone calls etc.) such as chat and video platforms (~70%)
  • Vietnam pharmacists still require some time to adapt to the new digital detailing approaches, with a higher preference for F2F engagements. However, there are some interests in traditional digital detailing (phone call) and detailing via chat platforms
  • Indonesia pharmacists sit on the other end of the spectrum where adoption of new digital detailing is still low. The majority, ~80%, still prefer detailing via phone call (aside from F2F engagements)

Amidst the COVID-19 pandemic and within the SEA region, we witnessed how pharmacists’ needs are changing, and are different to other providers. Healthcare professionals (HCPs) typically want a hybrid form of engagement as in-person and virtual engagement preferences remain equal, click here to learn more about SEA HCP engagement. For detailing to be effective in changing times, it is crucial for a healthcare company to be fluid in its engagement strategies, adapt accordingly and stay relevant – and these insights are only a piece to a larger puzzle.

For more information on WellTrack data insights across markets, categories and stakeholders, please feel free to contact us or click here for more WellTrack thoughts and perspectives.

Creating an informed effective pharmacist engagement strategy is the first step, but it raises the time old question “Is what we’re doing working?” Click here to read about KPI strategy and building to improve. 


References
1IQVIA WellTrack Wave 2 Southeast Asia (May 2021)

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