The devil’s in the e-detail: what HCPs really want from you

Overview

Communication; we all do it, it is a critical part of effective business practice and in this pharma is no exception.

It is no secret that for pharma companies, face time with healthcare professionals (HCPs) has reduced drastically over the last 10 years while the cost of in person engagements has increased significantly. Like any customer their expectations for the content they receive have changed, with a focus on useful, succinct and easy to consume materials rather than the sales materials of old.

So what is it that HCPs want and through this lens, what is it that pharma should be doing?

The evidence points towards creating meaningful two-way conversations through multiple channels, connecting otherwise siloed touchpoints with and for HCPs in the process.

For the past 40 years detailing has been the backbone of pharma/HCP communication – but what about e-Detailing? Is it just detailing on an iPad or is it supposed to be something more? How does this fit and what is possible, and more importantly desirable?

To analyse the current situation and present practical insights, pharmaphorum presents a new free to attend digital debate. Working with our partner Anthill agency we have put together a panel of leading experts from Bayer and Anthill.

Focus

On Thursday 6^th December from 10:00-11:00 GMT (11:00-12:00 CET) we hosted a live debate (moderated by pharmaphorum’s Dominic Tyer) focusing on e-Detailing and discussing:

• What is the current landscape for optimal HCP communication?
• What is the future in terms of HCP channel preference?
• New technologies in pharma marketing that help you to better engage with HCPs and extend HCP reach – AI, chatbots, self-detailing
• How to reach more HCPs, when, where and how they want
• How to overcome low content usage by HCPs
• The most common challenges for traditional eDetailing effectiveness
• How to achieve better communication without having to reinvent the wheel
• How to activate your existing content and reach all customers willing to engage with your brand, regardless of their preference.

To view the debate on demand please click here or on the button above or below.

Panel

Our senior panel included:

Heiko Schmidt, Integrated Multichannel Marketing and Sales, Customer Engagement Channels Operations Manager, Bayer

Before joining pharma Heiko worked in various industries, including consulting, telecommunications, advertising and insurance. Back in 2003, his pharma career started at the former Schering AG in Berlin and since then he has worked in central platform functions as well as within brand teams, always with a focus on digital marketing and sales.

Being involved in the launch of Bayer’s most important brand in pharma was not only a great experience, but also professionally and personally rewarding. Heiko recently joined Bayer’s global IMCM&S platforms and capabilities team where he is taking care of their main digital customer engagement channels.

Sari Ruth Carter, Head of Marketing, Anthill Agency

Sari is passionate about bringing omni-channel marketing to life and at Anthill has worked closely with clients through speaking engagements and workshopping to do just that. As Head of Marketing she works hard to practice what is preached. Before coming to Anthill, Sari worked as a Global Brand Manager at LEO Pharma. She has hands on experience in the development and execution of launch and post-launch marketing plans and building a portfolio strategy.

Dr Jack Kreindler

Jack is a doctor, serial technology entrepreneur, and international thought leader on the future of life science and medicine. Having trained at UCL in Medicine and Physiology, and after practicing in Emergency Medicine and High Altitude Physiology, in 2007, Jack founded The Centre for Health and Human Performance (CHHP) in London. CHHP is now renowned for its work with elite athletes and applying sport science to help the sickest and most unlikely individuals succeed in extraordinary challenges, including all the Sport Relief charity challenges. With an interest and professional experience in information technology since the age of 13, Jack has founded and funded several innovative medical technology ventures in the UK and California aiming to bring predictive analytics and Artificial Intelligence into healthcare management and medical practice to enable doctors and patients make better, earlier decisions.

Dominic Tyer, Creative Director, pharmaphorum (moderator)

Dominic Tyer is a trained journalist and editor with 19 years of pharmaceutical and healthcare publishing experience. He serves as a contributing editor at pharmaphorum media, which facilitates productive engagement for pharma, bringing healthcare together to drive medical innovation. He is also creative director at the company’s specialist healthcare content consultancy, pharmaphorum connect.