CEO ROUNDTABLE - PHARMA IN THE NEW NORMAL: COVID19 PANDEMIC AND THE POST PANDEMIC CHALLENGES
Quick adoption to Hybrid model with respect to customised i.e as per need of HCP is an hallmark to move forward....Mindset shift happens once success is tasted in practice....Excellent round table meeting..Thanks to Medicinman and credoweb
I got atleast three insights
Thanks Credoweb and Medicineman for very intresting and insightful CEO RT.
What is really new in the "New Normal"? -> We have learnt the hard way that "hammering promotional messages into physicians" no longer is an option. If companies are ready to re-mould their medical representatives into "therapeutic advisors" they will be partners for the medical community and they will be welcome. A first and most valuable step could be to eradicate terms like "selling" or "sales-force"! Incentive compensation MUST follow and be paid for "degree of client-satisfaction". Any kind of "sales-target" is to be deleted. Great interpersonal contacts will follow immediately. Remember: Med.Reps are the only living interface between pharma and HCPs.
Happy to note that definition of new normal is dynamic. The real challenge is that there is immense fatigue about digital among HCP and they are eagerly looking forward to one on one connect. So the real challenge is using digitools for meaningful and consistent engagement. There is nothing concrete available as of now.
Still Many doctors are avoiding to medical representative. How to tackle this situation
How to engage team in this new normal ?
How can we motivate reps to engage with HCPs as they start face to face calls.
how to make calls effective during this time