COVID-19 has accelerated the need for businesses to implement a more comprehensive digital engagement approach and overall digital transformation in the healthcare sector. Healthcare companies can leverage digital tools to enhance marketing efforts, create new value and differentiation, and access stakeholders amid various disruptions from COVID-19.
After COVID-19, the urgency around implementing a strategic approach will increase. Moving from the “old normal” through the unique challenge of COVID-19 to a sustainable offline/online mix will be crucial for success beyond 2021.
COVID-19 has created a range of practical disruptions to standard stakeholder digital engagement approaches. Explore the four largest disruptions to your business along with digital solutions and further questions to pose to corporate.
1. Inability to send reps into hospitals and physicians’ offices
Solutions:
- Hold meetings via teleconferencing tools
- Being more flexible on time of day to engage
- Using social media and KOLs to create engagement points
Questions post COVID-19:
- Prior habits may return as HCPs return to hospitals
- HCPs overwhelmed with digital engagement outreach
- Complexity in having distributors do it
- Cancellations of conferences and other in-person events
2. Cancellations of conferences and other in-person events
Solutions:
- Hold webinars and digital conferences
Questions post COVID-19:
- What does a hybrid online/offline conference look like
- Long-term return in demand for serendipity of live interactions
3. Key stakeholders are unavailable
Solutions:
- Look for ways to provide useful content while minimizing time required and doing it on the stakeholders’ own schedule
Questions post COVID-19:
- No great ways to engage HCPs or other key influencers while they are occupied with pandemic management – more a question of time
4. Inability to run demonstrations and trainings
Solutions:
- Use virtual tools to run demonstrations, including webinars, VR tools, and other ways of approximating live experience
Questions post COVID-19:
- Different levels of adoption and comfort with the technology by HCPs
- Natural limits to what can be done virtually vs physically
Watch the presentation for a full breakdown of questions companies should answer as they build a sustainable digital stakeholder engagement strategy.
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