QUICK INSIGHTS FROM PHARMA MARKETERS DURING THE EARLY WEEKS OF COVID-19
In a rapidly changing environment, we feel it’s critical to share information because there is no playbook for business when everyone is on lockdown. So we asked our clients large and small, “what are you experiencing in the early stages of COVID-19?” Here are the themes impacting clients across the board.
NON-PERSONAL PROMOTION JUST TOOK A FRONT SEAT
Our clients are asking about using Veeva Engage to conduct their meetings. They are looking towards Veeva Engage meetings as a quick solve for the sudden lack of physical access. However, there is an opportunity to bolster engagement beyond just meetings. Clients are also considering Veeva Engage Portal for HCPS to use as a self-service resource for product information. The rep orchestrates the customer experience and offers up specific content to the HCPs in this manner. We consider this to be a viable solution for MSLs as well.
GAPS ARE BEING EXPOSED
Some of our smaller and less mature clients are ramping up spending for platforms like Veeva Engage, but the realities of COVID-19 have also forced them to review their entire marketing infrastructure. Companies are finding gaps in the ability to execute quickly, respond to market (global health) dynamics and to effectively leverage critical multichannel messaging. There is a desire for a one-stop solution to fix this, but also a realization that a multi-solution approach might be necessary to fulfill business requirements.
DISEASE STATES HAVE DIFFERENT PRIORITIES
Clients in the immuno-vulnerable categories are shifting and prioritizing patient messaging, education, and information during the pandemic. Having an automated MCM platform infrastructure in place is allowing these clients to pivot quickly and get support information out to their patients at critical junctures.
For clients outside of immuno-vulnerable categories, the focus remains communications with HCPs. While this will continue, enough clients have signaled a change that we see a paradigm shift from in-person visits and business as usual to solutions that consider both sales and marketing. The future consensus is a 360 degree view of their customers and orchestrated NPP.
MEDICAL AND REGULATORY REVIEWS CAN BE LESS OF A CHALLENGE
Medical and regulatory reviews have historically had issues handling the volume of sales and marketing materials being submitted and the COVID-19 outbreak is only increasing the need for quick turnaround on messaging and materials. A few of our clients are modernizing their review and approval process, starting with remote meetings and training for med/reg staff. For example, instead of one all-consuming regulatory meeting, “breakout” sessions and virtual rooms are utilized to handle different aspects of the review process concurrently. It is requiring a systemic change among pharma organizations, however.
MORE SUPPORT TO COME
B2D will update frequently over the next few months with additional shared insights based on our client discussions around strategy, technology and training. Please sign up for updates below, or follow us on Twitter and Linkedin.