Even though face-to-face is coming back, remote HCP engagement is here to stay. Globally, there is still, an appetite among HCPs to hear from pharma companies about the latest innovations in healthcare. Does that hold true in India - a predominantly generic market with very low product differentiation?
In the last few weeks, we explored how generic companies can create better value for HCPs by integrating services into the product mix and Thinking Beyond the Pill.
As far as engaging with HCPs is concerned, a section of them seem to have become comfortable with remote engagement. In fact, this rise in remote interactions is expected to actually push up total HCP interactions as difficult-to-access HCPs and those in uncovered geographies get added to the coverage list.
That said, adapting to the new hybrid era is still unclear to most pharma companies. The change is met with fear and trepidation instead of an appreciation of how this new era offers exciting opportunities for further growth. Probably because it involves investing in the right infrastructure, resources, and expertise to manage remote HCP engagement.
First published in MedicinMan on 30th November 2022