Pharmaceutical sales and marketing operations have been forced to follow a steep learning curve as they adjust to operating within the rapidly evolving and hugely changed landscape caused by the pandemic. Just as the wider healthcare system continues to acclimate to a new normal, the way pharma and physicians communicate is experiencing a technological revolution.
A recent pharmaphorum webinar on digital transformation, held in association with P360, explored how COVID has fast-tracked pharma’s long-held ambitions to make wider use of digital technology and streamline its communications with HCPs.
Grünenthal Group’s global head of commercial excellence Florent Edouard was one of three panellists at the online event and he explained how, prior to COVID, the relationship between pharma and its key stakeholder had become somewhat strained.
“Physicians didn’t want to see sales reps that were just delivering useless messages, stated Edouard. “HCPs had more administration and more things to do in their daily life as well. We saw the population of HCPs change and they were getting younger and wanted to have a better work-life balance.”
Physician access issues coupled with message delivery disconnects only compounded the problem. Edouard added that “at the end of the day, it was really complicated to get access and the content was not of high quality. When the access was actually made, the interaction was not so good. Overall, I would say the situation was not…