We continue to advance with face-to-face interaction as time goes by and the regulations of the country allow it.
This update continues to leave us two alternatives:
1.Digital
2. Face-to-face
This type of interaction is here to stay (as expected), however, the face-to-face alternative has increased, leaving it 70/30 above the digital part.
For medical representatives, this represents a very broad opportunity since, according to Veeva data, companies have begun to invest in omnichannel to generate engagement with Health Professionals to make the most of the combination of digital and face-to-face channels.
For the second type of interaction, so far in 2022 there has been much better efficiency in customer service, experience and access.
- 75% of Health Professionals report that they want to maintain or increase digital interactions with representatives.
- Therefore, the use of video, combined with the visit, increases efficiency and impact.
By involving the HCP’s through the combination of face-to-face and virtual channels, generating the appropriate personalized strategies and taking advantage of omnichannel, it has been obtained that:
Virtual engagement is a very natural complement with many benefits for the experience of health consumers because by using videoconference meetings, they can complement sales efforts in person.
In this way, the conversation is extended and relationships are deepened with points of contact that are specific to the needs that are had.
In Latin America, there are also other more recent channels such as chat and text that, in addition to expanding the use of video and email, companies in the industry now know that HCPs seek information directly with traditional technologies.
The latter works so that they can participate through their preferred channels at times that are convenient for them.
Finally, the most important recommendation is to build digital connections, in this way the established objectives can be met and, for a representative, this is essential because that way they ensure that Health Professionals look for them by themselves through a tool like the videoconference and, consequently, achieve interactions even when they are not physically present.