The Virtue in Virtual: COVID-19 Driving Digital Physician Marketing Outreach

This pandemic is unprecedented in our modern times. HIMSS cancelled its iconic healthcare conference for the first time in 60 years, and other smaller conferences, KOL meetings, and congresses are either cancelled or going digital. Draconian measures are being taken at the global, national and local level to keep us all safe including shuttering restaurants and bars. They’re calling it ‘social distancing’ – yet ironically we’ve been doing this a long time with video conferencing, email, social media ads, Instagram, and in retail — from Amazon to Zappos, ordering online has become the norm.

Yet, now with COVID-19, we’re forced to go digital. It’s a different feeling. It’s uncomfortable, but like so many other adversities, we’ll prevail. And like all businesses, our customers, the pharmaceutical industry, have had to make adjustments to their way of conducting business and executing on their strategies. 

Now, the attention from the public is on what they do best – their real mission – to prevent, treat and cure disease. At Prognos, we want to help in any way we can. Understanding the time value of identifying candidates that are ideal for treatment is more important than ever. Whether a patient is newly diagnosed or requiring a change in therapy, diagnostic results are critically important to match the physician with the patient and treatment. Prognos provides the ability to deliver the message in a socially responsible, yet effective, non-personal or digital manner.

Virtual Reality

Not the science fiction kind, the reality that a strong digital strategy and ability to rapidly execute will give brands the best possible opportunity to reach physicians when exploring possible ways to treat their patients.

For the safety and well being of their teams and those around them, many organizations are mandating their field sales people to working virtually. Even before this pandemic started, 50% of physicians were turning away pharmaceutical sales representatives. With access decreasing and the critical nature of diagnosing lethal illnesses increasing, perhaps this is a paradigm shift. The new norm in how the industry interacts with providers. One of non-personal contact and cautionary measures to prevent the spread of novel viruses without sacrificing the efficiency of reaching the right physicians at the right time with the right treatment options.

How can Prognos Help?

Reaching the right audience, at the right time with the right medium is marketing’s goal. Doing so responsibly is Prognos’ goal for our clients. Our vast assets allow for timely, highly targeted clinical messages delivered to physicians through omnichannel marketing. While social distancing has removed the option for personal interaction for the foreseeable future and resources are focused on the pandemic, Prognos can support our clients through hyper-focused digital channels. The goal is to align messaging to HCPs at the time they are making treatment decisions and change outcomes. 

For more on how Prognos can support your commercial efforts during this challenging time contact us. Follow the CDC guidelines and stay healthy!