Virtual tools are being increasingly utilised by pharma companies to replace in-person meetings following the outbreak of the COVID-19 pandemic.
The pandemic has seen cancellations of medical events and conferences, as well as a surge of virtual meetings while all face-to-face contacts halt, highlight the researchers. The pharma sales forces and physicians may get used to the new reality and thus the use of the virtual meetings and tools may get boosted far beyond the pandemic.
Pharma company investment in the sales force is significant in both personnel and economic terms. Government mandates on social distancing, travel, shelter-in-place state orders, closures of physician offices and hospitals to sales reps, and company concerns for the health of their field force have significant effects on the personnel. Pharma companies also rely on sales reps to effectively deliver healthcare professionals (HCPs) critical medical information. Having the right incentive strategies in place is essential to help drive sales rep-physician engagement and relationship-building. It is also inportant to motivate the sales force to achieve performance goals.
Changes in patient volume and composition
Changes in practice behavior, including the rise of telemedicine
Changes in use of new communications channels with manufacturers
Covid-19 will permanently alter HCP practices and the physician engagement model. The shift away from in-person detailing raises significant engagement questions. Practice dynamics have fundamentally changed as physician availability has been crushed by Covid-19 and HCPs move to embrace telemedicine. Telemedicine is changing office practice and logistics requirements for physicians and staff.