Customer engagement and pharma’s field force future

How healthcare professionals (HCPs) prefer to engage with pharma companies has been changing for some time, and COVID’s digital transformation of society has dramatically accelerated this.

The continuation of these existing trends has important implications for all aspects of field force planning and execution, from segmentation to targeting, call planning to incentive compensation.

Meanwhile, the complexity of the prescriber, payer, and provider landscape continues to increase. This complex landscape requires multiple touchpoints between various pharma field roles and customer office roles and a new approach to the traditional frequency-based pharma communications.

This pharmaphorum webinar – in association with Axtria – took place on Wednesday 14th April from 16:00-17:00 BST / 11:00-12:00 EDT and looked at customer engagement and the future of pharma’s field force.

The webinar discussed how the right field force training and execution, in combination with the appropriate technology, can help transform this field force engagement model.

Focus

The webinar also covered:

• Pharma-specific data on changing customer preferences
• Customer landscape and pharma field force touchpoints
• Ensuring field force engagements are customer-centric
• Providing relevant messaging to the right customer at the right time