Hybrid interaction stopped working?
As we have already seen, post-pandemic evolution has brought us different points of view regarding technology, as it has been a starting point for generating communication through different media. This has generated the evolution in the way of transmitting messages.
In the pharma world, one of the most important activities for laboratories is to provide doctors with information about their brands with medical visits.
In 2021 this contact had good results in a hybrid way thanks to COVID-19, as it generated more trust in the doctor and in the medical representative, however, in 2022 the face-to-face format became more relevant and, although the hybrid format was expected to predominate , the results have shown that the preference of the doctor is inclined to face-to-face medical visits.
According to a survey conducted by Smart Scale, the following data was obtained:
Highlighting some important points from the graphs:
1. Face-to-face: The medical visit must be face-to-face, as long as sanitary precautions are followed, this must be generated with previously scheduled appointments, more graphics and less text. They also stated that the reason why it should be so is that the “human warmth” is lost when it is virtual.
2. Others: This means that, beyond the interaction, they are interested in the content or the reason for the visit and this should have: more support with devices, without so much printed advertising, brief and very concise.
3. Both: The hybrid format will always be an alternative and for doctors it should be alternated with face-to-face for the medical sample.
4. Virtual: This is solely to avoid risks, but keeping frequent reminders.
Another reason why the face-to-face format is once again the most relevant is that 72% of physicians have experienced an increase in patients in their offices, causing them to spend more time there and take advantage of the visit of a representative.
Undoubtedly, most of the forecasts have been correct, but it is important to highlight that, in the area of health, accompanying the doctor is essential and brands and laboratories must take advantage of the preferences of the health professional to address the needs and concerns to impact the patient’s health.
Sources:
SmartScale