Rethinking HCP Interaction in the Midst of the New Normal

By Vishal Dass - July 14, 2020

In today’s ever-changing business environment, life science organizations must determine when and where to invest their sales and marketing dollars. No matter the maturity of the organization, this “new normal” has made the sales and marketing process much more complicated and risky.

Organizations cannot simply hire a rep who will detail the product within an assigned set of HCPs. They must consider a whole host of other issues, including access restrictions and a shift in focus for HCPs and patients, while struggling to manage the sales team at the same time.

The companies that will be successful right now and in the future are those that leverage technology to help them be disruptors in the marketplace.

No Single Solution

There is no single solution that will ensure success in this new normal. Instead, companies must consider alternative ways to interact with HCPs, including:

  • Digital
  • Inside Sales
  • Rep-triggered emails and other content
  • Tele-detail
  • Remote detail
  • Patient services/Engagement

Of course, proper use of these methods will depend on investment in the right peopleprocesses, and technologies.

People and Processes

The people and processes are tied together. The sales team should be empowered to work alongside the marketing team to create and drive new strategies and tactics. Some examples of this are:

  • Joint HCP targeting/segmentation
  • Rep-triggered emails
  • Rep-triggered campaigns/journeys

Additionally, processes should be implemented to ensure that customers don’t experience “campaign fatigue.” These processes should follow best-practice business rules to avoid concurrent campaigns and maintain proper time between interactions. An overall focus on customer engagement similar to the Netflix/Amazon personalized experience is ideal.

Technology

There is no shortage of tech solutions designed to resolve these issues. Unfortunately, since many of them are point solutions that are not truly integrated, an authentic omnichannel experience becomes difficult to achieve.

This is where the Salesforce platform comes in. By leveraging Marketing Cloud and Sales Cloud as the anchors for campaigns and CRM, organizations now have the functionality and scalability to be effective in today’s climate.

Plus, additional platforms can be implemented to deliver a true omnichannel experience for life sciences organizations:

  • Health Cloud allows for increased patient engagement
  • Communities supports patient communication, medical information, reimbursement support, etc
  • Tableau provides 360° feedback and analytics to drive actionable insights

A Case-by-Case Basis

The platforms an organization will use should be decided on a case-by-case basis. Here are the key items to consider when rethinking your strategy:

  • Identify your business requirements today, and consider will they be in the next 1-3 years
  • Review existing platforms and integrations to ensure you have an omnichannel view of all customer touch points
  • Integrate disparate data sources to gain a single source of truth
  • Leverage modern BI/Analytics platforms such as Tableau, Einstein, etc. to provide an easy solution for advanced analytics, including AI.
  • Determine whether or not new, cloud-based platforms are needed, and quantify the level of effort required to implement them

If you consider these things, you’ll be able to identify the areas that would benefit from additional functionality and then decide which tools to implement. The critical takeaway is that in the midst of this new normal, you must review and revise your sales/marketing model in order to ensure success for today and in the future.

This post was originally posted on LinkedIn.

Vishal Dass

Vishal Dass, Vice President at Customertimes, has more than 20 years of experience in Healthcare and Life Sciences technology. He is a sales and marketing professional who has worked for Pharma, Biotech, and Med Device organizations at every level, from start up to enterprise. He is passionate about using technology to develop products and services that produce new revenue streams while improving existing ones.

Bench Strength, and Other Introductions

News

Use case of CT Mobile for Consumer Packaged Goods - Beiersdorf

Video

Meet Alexis: Introducing Our PepUp Tech Intern

Blog

Stand Out: Overcoming Digital Fatigue in a Crowded Marketplace

Blog

Connecting Image Recognition Technlogies to the Salesforce Ecosystem with CT Vision

Article

[On Demand] Launch Excellence in a Post-Pandemic World: The right Life Sciences ...

Webinar

Customertimes Announces Strategic Partnership with Blue Consulting

Blog

Expanding Our Reach, Building Our Communities

Blog

Discover CT: Anna Andreieva

Interview

Discover CT: Sergey Selivanov

Interview

CT Orders Whitepaper

White Paper

Giving Back Is in Our DNA

Article

Customertimes is Awarded Three Best in Class Distinctions in POI’s 2021 Retail S...

News

Discover CT: Dmitry Selkov

Interview

Discover CT: Denny Gracey

Interview

Automating Order Management with CT Orders

Interview

ISG Names Customertimes a Rising Star

News

Bitcoin Is Just the Beginning: How Blockchain Will Revolutionize Data Collection...

Blog

Two Major Challenges of AI Adoption for Enterprises

Blog

[On-Demand] Commercial Launch Enablement for Emerging Life Sciences Companies

Webinar

The Holy Grail of Customer Engagement: A True 360° View

Blog

[On-Demand] Strategies to Maximize Your CRM/CX Investments

Webinar

Women in Tech: Angel Di Legge Kokoszka

Blog

Efficiency vs. Effectiveness: Getting the Right Things Done

Blog

Women in Tech: Svetlana Makhlysheva

Blog

Customertimes and PepUp Tech announce support for the Pennsylvania Innocence Pro...

News

Improve the Human Element of Your CX for More Emotional Connections

Article

James Goldfinger Joins the PepUp Tech Board

News

Customertimes and Competera Announce Strategic Partnership

News

Women in Tech: Maria Karandin

Blog

Back to the Future – Dusting Off the Old Playbook for Salesforce in Healthcare

Article

Bringing a Product to Market: An Interview with Park Capital’s Alex Lopatine

Interview

Women in Tech: Tahuana Cirati

Blog

DevOps Strategy: A Journey to Efficiency

Blog

Megatrends in Customer Experience Webinar | Customertimes, Edify, Verint, eGain

Video

Introducing Women in Tech: Meet the Inspiring Women of Customertimes

Blog

CT Orders - Sales automation with easy order taking

Video

Sharp and Customertimes | A Salesforce Implementation Story

Video

A Look at Marketing's Biggest Data Challenges of the 2020s

Article

CRM: It's a Journey not a Event

Video

Customertimes Partners with PepUp Tech to Train a New Generation of Salesforce P...

News

Customertimes welcomes Sergey Zinin as Global VP of Verticals and Business Consu...

News

PepUp Tech Announces New Partnership with Customertimes

News

How do you build a high-performing, cost-effective CRM technology team?

Blog

Сustomertimes Achieves Salesforce Master Navigator Status for Delivering Experti...

News

Customertimes and Propel Announce Global Strategic Partnership

News

Is It Time to Revise Your Business Continuity Plan?

Article

Customertimes Achieves Salesforce Master Navigator Status for Delivering Experti...

News

Customertimes Continues to Expand

News

Customertimes achieves Salesforce Master Navigator status for delivering experti...

News

Choosing a Software Product Development Partner: Why Strategy, Customisation, an...

Blog

The power of CRM's and post COVID-19 technology adoption | Jim Goldfinger

Podcast

Let Data Be Your Guide: Adapt to Become Digital First

Blog

Customertimes Cares: Making Strides to Help Our Communities in Eastern Europe

Blog

Salesforce and Tableau – the perfect combination for these challenging times

Blog

Rethinking HCP Interaction in the Midst of the New Normal

Blog

Improving marketing engagement using actionable intelligence

Blog

My 2019 Trailblazer Story

Blog

CV-19 highlights the importance of digital transformation

Blog

The Evolution from Systems of Engagement to Systems of Agility

Blog

The Next Normal for Life Sciences Sales Calls

Blog

Never a Better Time to Give Back and to Put Life in Perspective

Blog

CT partners with Salesforce in a time of need for Health Care providers

Blog

Data is the New Oil

Blog

Lessons learned from my years as the CEO of Customertimes

Blog

Why do you love working with Customertimes?

Video

Where is the real value in CRM?

Video

What makes Customertimes different?

Video

Salesforce World Tour 2019

Video

Lightforce : sharing experience Salesforce / Customertimes

Video

CT Mobile for a global beauty company | WELLA

Video

PDI - CT Mobile

Video

CT Pharma / CT Mobile - May 2018

Video

CT Mobile Use Case for Luxury Goods - Cartier

Video

Rethinking Your Open Banking Journey with MuleSoft

Blog

Customertimes Solution for Life Sciences

Video

Customertimes is recognized by Promotion Optimization Institute in the Vendor Pa...

News

Customertimes at MEDICA/COMPAMED 2014 – Düsseldorf

News

CT Mobile - Full Featured Sales force Offline

Video

CT Mobile - Salesforce Based CLM Solution for Your Business

Video

How to Become a Customer Company

Video