The devil’s in the e-detail: what HCPs really want from you

Presented by

Heiko Schmidt, Integrated Multichannel Marketing and Sales, Bayer, Sari Ruth Carter, Head of Marketing, Anthill Agency

About this talk

Overview: Communication; we all do it, it is a critical part of effective business practice and in this pharma is no exception. It is no secret that for pharma companies, face time with healthcare professionals (HCPs) has reduced drastically over the last 10 years while the cost of in person engagements has increased significantly. Like any customer their expectations for the content they receive have changed, with a focus on useful, succinct and easy to consume materials rather than the sales materials of old. So what is it that HCPs want and through this lens, what is it that pharma should be doing? The evidence points towards creating meaningful two-way conversations through multiple channels, connecting otherwise siloed touchpoints with and for HCPs in the process. For the past 40 years detailing has been the backbone of pharma/HCP communication – but what about e-Detailing? Is it just detailing on an ipad or is it supposed to be something more? How does this fit and what is possible, and more importantly desirable? To analyse the current situation and present practical insights, pharmaphorum presents a new free to attend digital debate. Working with our partner Anthill agency we have put together a panel of leading experts from Bayer and Anthill. This debate will cover: •What is the current landscape for optimal HCP communication? •What is the future in terms of HCP channel preference? •New technologies in pharma marketing that help you to better engage with HCPs and extend HCP reach – AI, chatbots, self-detailing •How to reach more HCPs, when, where and how they want •How to overcome low content usage by HCPs •The most common challenges for traditional eDetailing effectiveness •How to achieve better communication without having to reinvent the wheel •How to activate your existing content and reach all customers willing to engage with your brand, regardless of their preference.
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