Self-Service Capabilities to Drive Commercial and Scientific Engagement and Support Prescribing Behavior

With more HCPs refusing to make time for reps, pharmaceutical companies need a new strategy to reach their high value prescribers. Instead of trying to add to the traditional go-to-market model and risk overwhelming current channels of engagement, such as email or remote detailing, the real opportunity lies in building self-service capabilities. 

Integrating always-on technology, such as AI-powered virtual assistants, enables HCPs and patients alike to access medical information on their terms. HCPs have questions for pharma throughout their day but it’s highly unlikely that these times coincide with a rep being in the office – an online platform powered by conversational AI changes this.

Any communication sent to customers is a “push” – when they approach a brand needing specific information, this is a “pull.” A pull is more valuable than a traditional push interaction because there is a greater depth of engagement and a higher level of intent, which can translate to ROI for a pharma company. In this new digital era, it’s not only harder for a rep to be physically present at a doctor’s office, but it’s becoming incrementally more valuable to have a pull channel in place. There’s no other solution for meeting HCP needs exactly when there’s a request – by being available 24/7 – that’s as cost-effective and scalable. 

Physicians are thinking like all of us, digital-first and fast. While there are separate challenges for life sciences that don’t exist in other industries – such as complex regulatory hurdles, the need for near-perfect accuracy and a way to trigger the AI in case of adverse events and product complaints – successful self-service models built for digital natives have been created. 

Historically, the sales rep or the MSL has owned the relationship with the HCP, however, self-service solutions can disrupt this, shifting the relationship from the rep to the company. Of course, a strong personal relationship is still expected, but now an HCP can go through the company instead of waiting on a person. The company can continue engaging the HCP after the rep moves on, whether via web, conversational AI, emails, or a call center etc. At its core, self-service enables companies to build lifelong digital customer relationships. 

It can be compared to hand-raising, for example. Face-to-face was seen as the most impactful mode of engagement because it was the most dominant, but that’s changed dramatically over the last three years. Now it’s about being the smartest and the most helpful in engaging HCPs on-demand, which involves maximizing CRM capabilities and data orchestration, as well as developing new skills around the next best action and response. For instance, what’s the best contextual push needed to get ahead of a reoccurring or standout pull?  

Both push and pull strategies should align with omnichannel engagement, appealing to HCPs in the channel of their choice. Self-service allows for real time engagement with HCPs and patients making brands more accessible, increasing customer satisfaction and ideally elevating prescriptions.

About the Author

Emilie Branch 

Content Manager

Emilie has nearly a decade of experience in marketing, writing, research and strategy for the pharmaceutical industry. She has contributed to top pharmaceutical publications including American Pharmaceutical Review, European Pharmaceutical Review, Pharmaceutical Manufacturing, Manufacturing Chemist, Pharmaceutical Outsourcing, Specialty Chemicals, and Contract Pharma. Prior to joining Swoop/IPM.ai, Emilie served as Strategic Content Manager and Managing Editor for Pharma’s Almanac where she lent her voice to some of the industry’s top players including GSK, MilliporeSigma and ThermoFisher Scientific.