The doctors have spoken: what physicians need from pharma comms in the post-pandemic world

In the rapidly changing field of medicine, effective communications are essential to ensuring that innovations are cascaded out across the health system.

COVID-19 rendered the primary face-to-face model of engagement obsolete. With no time to waste, the industry turned to digital means of engagement.

While the initial turmoil of the pandemic appears to have plateaued, the impact of COVID-19 is still very present in healthcare. Faced with increasing wait times and delays in patient diagnosis and treatment, many healthcare systems are struggling to cope, with ever growing pressures on doctors’ time.

New research from M3 highlights the need for pharma to adapt their communication efforts to help ease the burden placed on doctors. Here, M3’s Dr Maxim Polyakov and Dr Deepak Jadon, consultant rheumatologist at Cambridge University Hospitals, discuss some of the key findings of this research.

“Health systems today are under a huge amount of stress,” says Polyakov. “To fit into doctors’ busy diaries in a way that’s most helpful for the doctor and most effective for pharma, the industry needs to change how they engage with their customers.”

• Read the full article in pharmaphorum's Deep Dive digital magazine