Three Ways Pharma Reps Can Remain Key HCP Marketing Contributors

Pharma reps have typically focused on detailing products, leaving starter kits, and building relationships with healthcare professionals (HCPs) through office visits to drive sales. But times have changed.

According to McKinsey & Company, only 18 percent of physicians surveyed in May 2020 were willing to accept reps’ visits. By September, that percentage had risen to 31 percent, but face-to-face office visits remain behind pre-pandemic levels.

Despite the drop, physicians still feel there is value in meeting with reps. But the disruption caused by COVID-19 has left an indelible imprint in the practice of selling pharmaceuticals and other healthcare solutions.

So how can sales organizations “up their game” to compete when access to HCPs has been reduced? Here are three tactics pharma sales teams can use to support digital marketing campaigns.

Be Responsive

During product exploration, HCPs have questions. And they want answers – now. But even the best marketing collateral doesn’t answer every question.

HCPs will typically need to access information in an on-demand manner, asking representatives about specific product-related questions that might not be covered in marketing materials. This means reps should respond immediately to answer those questions.

Timeliness is critical in providing this B2B-style support. If you adopt a customer service approach and reduce any delays in responding, you can support the marketing team by building interest in your brand’s solutions.

Don’t Sell, Advise

To align with pharma marketing efforts, reps can take on the role of a consultant or adviser. This requires sales teams to train their members on as many areas of interest relevant to HCPs as possible.

For instance, understanding your customers’ business goals, preferences, and strategies strengthens your ability to advise and build trust within your audience. This long-held B2B approach turns reps into valuable resources for customers. Consequently, being a resource or trusted advisor allows you to gain greater access to your prospects.

Although HCPs are constantly inundated with information, they still need personal support during the exploration phase of the buying cycle. Be ready to advise on industry changes, trends, and breakthroughs or provide insights around data and other evidence-based information.

Empathize

Empathy can be a valuable trait for pharma reps. If you can be relatable – understanding the HCP mindset – you can improve chances of success.

HCPs were stressed before the pandemic, but COVID-19 exacerbated the situation. A Mental Health America survey funded by the Johnson & Johnson Foundation found that healthcare workers have been experiencing:

• Anxiety - 86%
• Emotional exhaustion - 82%
• Burnout - 76%
• Work-related dread - 63%
• Compassion fatigue - 52%

Pharma reps should approach HCPs with empathy about these mental and emotional challenges as a way to connect on a personal but professional basis.

According to one industry analyst, “Reps need to know how to talk to physicians with empathy to find out how they’re feeling, what their needs are, is there anything they can do to help, and not jump to the product message, which is how they’ve all been trained.”

When reps communicate with empathy and compassion on a personal level, they put their prospects at ease, support personalized marketing activities, and gain trust during the exploration phase.

So, despite the challenging environment that pharma reps are facing, they still have tactics that have worked in other B2B settings which can translate to marketing – and ultimately, sales – success. 

Looking for more ideas? Download the Trends in Pharma Marketing Research Report. 

Article Written by: Alex Brown