Minutes to answers: Compliant chat builds more meaningful HCP relationships

As therapies become more complex, field reps and doctors are finding new ways to create purposeful interactions in the time of need.

The more complex medicines become, the more doctors need fast access to specific information. In 2023 alone, the European Medicines Agency (EMA) approved 77 medicines, half of which had a new active substance that had never previously been authorised in the EU. This has changed the dynamic so that it is no longer just the doctors on call for patients, but now also biopharma field teams on call to quickly relay important information to doctors. What was once a visit or a call, may now be a compliant chat via text message. Access to various communication channels helps healthcare professionals (HCPs) in the time of need, and even in the moment of care.

While in-person interactions have increased in the UK, biopharma field reps are restricted to three solicited meetings with the same doctor each year. These scheduled visits don’t provide nearly the amount of information doctors need, nor at the time they need it. Inbound channels, such as compliant chat, create opportunities for HCPs to get the information they need on their terms without waiting for a rep’s next visit. With real-time answers becoming a necessity, field teams require a compliant way to engage with doctors as the need arises.

Yet, strict ABPI regulatory requirements govern how UK field teams interact with HCPs. Even seemingly simple instant messages have to adhere to current data privacy regulations and ethical rules. With compliant chat, there is no need for hesitancy to adopt new communication channels.

Responding in five minutes to doctor-initiated chat

In-person visits, emails, and phone or video calls continue to be effective tools for exchanging detailed information, medical updates, and documentation. But traditional push models aren’t enough to support HCPs when they have an urgent question at that critical moment when they are prescribing a medicine to a patient. Instant messaging can offer the speed and convenience necessary for on-the-go discussions between reps and doctors.

This is the way doctors want to interact. Veeva Pulse data shows that, when a compliant chat channel is available, HCPs initiate conversations 30% of the time. Field teams respond rapidly to their queries (on average, in just five minutes), and with twice the open rate compared to emails, compliant chat platforms empower reps and doctors to work together to address queries, share insights, and coordinate efficiently in real time.

Embedding a culture of compliance

Standard SMS texting is not end-to-end encrypted, which means sensitive information isn’t private. Messaging applications built into social media platforms and smartphones were not designed for use in a highly regulated industry. While some consumer messaging applications encrypt data, they do not provide enterprise-grade data protection.

This is where purpose-built applications for the life sciences industry create new opportunities to connect between meetings. Life sciences companies require compliant messaging platforms that can adhere to the highest standards of data privacy and security. Not only do they add value for the HCPs, but they also increase field team efficiency, with the ability to integrate life sciences-specific workflows and monitor for regional compliance rules. Traceable links that display the latest version of approved content and expire when content is removed ensure reps communicate with utmost confidentiality, integrity, and authenticity.

Managing chat in the complete customer relationship

Beyond regulatory compliance, a chat channel that fully integrates into the biopharma company’s CRM platform also improves collaboration and productivity within the organisation. HCPs often need information fast from multiple reps and medical science liaisons (MSLs), and having a platform that serves as a single source of content can help them locate the resources they need from the right contact at the time they need it.

A single platform can empower reps to schedule in-person meetings, share approved emails, host video or phone calls, and respond to urgent inbound inquiries via chat - all in one place. With an end-to-end view of every conversation an HCP has had with multiple contacts from their organisation, they can focus their interactions on providing new insights and materials, rather than retreading old ground.

Improved HCP experiences in this new world of complex medicines means biopharma companies become more service-centric, with compliance by default. This will lead to more conversations, meaningful relationships and, ultimately, better patient care.