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While COVID-driven challenges remain many, so do the carryover opportunities to redefine HCP engagement and communication.
Healthcare marketers experienced a year like no other in 2020. In March 2020, everything changed within a couple of weeks. COVID-19 changed the way physicians were able to practice medicine. Quarantine laws quickly shuttered practices and locked down hospitals, while the unprecedented stress placed on the healthcare system demanded the focus of our healthcare professional (HCP) customers. Necessity quickly became the impetus of much of the digital transformation that we saw across our industry last year.
Our team at BioPharm worked with brands across a variety of initiatives as the COVID-19 crisis developed in 2020, and therefore had a firsthand look at the range of experiences that marketing and sales teams were facing. While some brands were scaling back operations, others were launching new products into the marketplace. HCP experiences were also vastly different depending on factors such as geography, specialty, and addressable patient population as outbreaks were experienced across the country.
While we worked to solve many different problems driven by the crisis, we also faced some very common hurdles:
2021 will be an important year for defining the future of how we drive share with HCPs. The trends and behavior changes that started in 2020 will become more of the norm this year. As brands look at the year ahead, here are three areas to think about:
2021 will be an important year for digital transformation. While the challenges are many, we have an opportunity to redefine the way we communicate and build relationships with our HCP customers, not only during the pandemic, but well into the future.
1. IQVIA, “Monitoring the Impact of COVID-19 on the Pharmaceutical Market,” Published Dec. 18, 2020.
2. Accenture, “Pharma Companies Have Improved How They Engage with Healthcare Providers During COVID-19, Finds New Research from Accenture,” Press Release, Aug. 10, 2020.