Given the complexity of the healthcare industry, there are thousands of different data sources. When meeting with HCPs, pharma reps need to ensure that they make the most out of limited face time. Consistent data can help drive credibility and trust between pharma reps and providers. Pharma marketers need to deliver accurate data points and promotional pieces that align with what a provider sees in their daily workflow applications.
Expectations for Health Information
In PharmaVoice, Paul Shawah, VP Product Marketing at Veeva, highlights common expectations for healthcare data:
“Across the healthcare landscape, physicians, patients, and other stakeholders expect the same experience with pharmaceutical companies that they have as consumers in every other aspect of their lives. They expect to receive the right information, on demand, through the channel of their choice — and this channel is increasingly digital.”
By meeting these expectations, marketers can build stronger relationships with clinicians.
Data Quality & Transparent Sharing
The increasing access to data brought by technological advancements provides new opportunities and challenges for pharma. Ensuring data quality is one major obstacle. Many medical practices continuously find errors and gaps in healthcare-related data, especially pharmaceutical coverage data. These data inconsistencies can lead to communication challenges, clinical errors, and business mistakes.
Consider the following example: A pharmaceutical rep is visiting a clinician to promote Advair and advertises the product as a tier 2 medication. In the doctor's EMR, Advair appears as a tier 3 drug in her state. This inconsistency in data will cause the doctor to express an immediate objection. By ensuring integration with the right sources to maintain data consistency, pharma companies can reduce opportunities for clinicians resist prescribing because they incorrectly communicated a single piece of vital data. Transparent data sharing helps prescribers feel confident about writing scripts. As a result, data access reduces both provider and patient obstacles.
Winning Clinicians’ Hearts
Personalized promotional strategies, based on cross-validated reliable information, encourage more engagement from clinicians. In PharmaVoice, Mark Degatano, Consultant at Verix, describes the importance of personal promotion:
“The best way to win physicians’ hearts is by tailoring a unique marketing and sales contract for them. With meticulous metrics and accurate analytics of physician contact preferences, pharma companies can approach each physician with the best-suited tactics.”
Access to consistent data across all players remains a significant need in the healthcare landscape. MMIT’s Formulary Search app offers a direct physician facing solution that delivers up-to-date coverage information to HCPs. This app allows pharma marketers to create customized materials and present in-app data as support, which triggers credibility since the app is a familiar tool for clinicians.
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