The post-COVID future of physician sample access and engagement

HCP access and management
Pharmaphorum article | ​September 2021

Building modern commercialization strategies requires pharma to find the right balance of old ways and new approaches.
One of the most significant challenges for pharma companies to navigate was how to continue to access and engage with healthcare providers (HCPs) as part of the commercialization strategy.
With increased usage of digital tools including tele-detailing, tele-sampling and direct-to-physician sampling during the pandemic, many teams are questioning whether in-office pharma sales rep visits will decrease over the long term. The answer is probably, but to stop using them entirely would be short-sighted.
Recognizing the drastic divide in preferences among HCPs, pharma teams and their partners must deliver more sampling options to effectively reach their entire target market.
“An omnichannel approach will be the key to driving forward a futuristic commercialization strategy”

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The pandemic has certainly increased the speed of adoption of new channels. However, this trend is not new and can bring benefits aside form efficiency and access:
Multiple studies show that we all have tendencies of channels we prefer. Identifying the preferred channel of each doctor can help improve communication and relationship between HCP and pharma company.
These preferences and related opportunities are present regardless of pandemics or other challenges.