Marketing & Strategy

HCP engagement during COVID-19

Health Industry Hub | March 18, 2020 |
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COVID-19 continues to spread, highlighting the need to minimise its workforce impact and slow the rate of new infections.

A growing number of companies are implementing new policies to safeguard their employees. Staff are being asked to work-from-home, conduct virtual meetings and cancel non-essential travel.

Most medical practices and hospitals have rolled out new policies to cease fieldforce contact in the short-term to contain and mitigate the disease.

The economic impact is significant, and many companies are feeling their way towards understanding, reacting to, and learning lessons from rapidly unfolding events. 

Keep your people safe and Maximise Customer Reach Digitally

Key Considerations for Marketing Teams
  1. Gather feedback from cross-functional teams (including commercial, medical and digital teams) on the day-to-day impact of COVID-19 on your customers and their environment.
  2. Form a virtual cross-functional team to agree on required brand communication to healthcare professionals (HCPs), allied health, patient organisations and patients (where relevant). A coordinated delivery of brand content will add value to customers, especially HCPs, who are extremely time poor during this crisis.
  3. Adjust your brand strategy to reflect the impact of internal workforce changes and external changes to HCP engagement. Adapt your digital brand strategy accordingly.
  4. Collaborate with digital solution providers to drive digital content dissemination to fill the gap created by the lack of fieldforce and MSL engagements with HCPs.
  5. Digital solution providers must have expertise in content marketing, delivering digital content (not just developing it) and most importantly measuring and optimising customer engagement.
  6. Fine-tune brand forecasts and budgets by collaborating cross-functionally.

Aiming for Digital Marketing Excellence

  • Strategic approach – Business aligned strategy and roadmap
  • Performance improvement process – Volume and value-based KPIs, dashboards, structured testing programme
  • Management buy-in – Active championing and appropriate investment
  • Resourcing – Balanced blend of marketing and digital skills, collaboration with key vendors for expertise
  • Data – Integrated systems with 360 degree view of the data across commercial, marketing and medical functions
  • Integrated customer communication – Integrated, personalised, paid-owned-earned media attribution
  • Integrated customer experience – Integrated and personalised customer interactions across web, mobile, email and social media

HCP engagement during COVID-19. Health Industry Hub combines expertise in delivering digital health content, measuring and optimising engagement with 20+ years industry experience. Created by industry for industry to help your organisation.

About the author

About the author

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