Sentiasa Ada Cara Lebih Lancar untuk Berkomunikasi dan Menjaga Hubungan dengan Doktor

VALUE is the Trending Word of 2023Pharmaceutical companies will be under increased pressure in 2023 to demonstrate that their products provide real valuehttps://www.biospectrumasia.com

Baru-baru ini saya membaca analisis trend industri farmaseutikal 2023 oleh Steve Peretz dalam BioSpectrum. Bahagian tentang komunikasi dengan HCP (profesional penjagaan kesihatan) sangat selari dengan pemerhatian saya terhadap pasaran kebelakangan ini. Analisis itu menyatakan:

Mengoptimumkan transformasi digital bermakna memberi perhatian kepada pengalaman pelanggan dan kualiti setiap titik sentuhan dengan pelanggan. Inilah cabaran utama untuk mengekalkan hasil dan hubungan pada tahun 2023.

In 2023, that trend will inevitably continue… next iteration will focus on leveraging the industry’s growing digital maturity to offer increased patient value while achieving measurable business goals… caregivers, physicians and other healthcare professionals… they want to see more advanced and useful user experiences.

Trend masa depan ialah menyatukan saluran komunikasi di satu tempat, dan bukannya meminta HCP memuat turun serta mendaftar terlalu banyak program, aplikasi atau laman web.

…For customers and healthcare practitioners, there are few things more cumbersome than having to register for, or download, countless pharmaceutical programmes… we can expect Pharma to … ultimately provide a single online experience. This could be a single platform for CRM across brands, a single app platform, or a single website for all health conditions.

Pada tahun 2023, data kekal sebagai teras pembuatan keputusan syarikat farmaseutikal.

Data has been the key driver behind the pharmaceutical sector’s new product-focused business approach — and in 2023, we can expect companies to get even better at managing the vast amounts of data at their disposal…

Dari sudut pandang HCP, jika setiap syarikat farmaseutikal meminta mereka memuat turun program jenama masing-masing, pengalaman pengguna akan merosot, lalu kadar penggunaan HCP dan keberkesanan komunikasi jenama turut menurun. Sebaliknya, jika hanya ada CRM, sama ada Veeva, Salesforce atau sistem lain, tanpa alat dan titik sentuhan untuk berinteraksi, tiada data yang dapat dijana.

Mengoptimumkan saluran komunikasi digital dapat meningkatkan kadar penggunaan, membolehkan syarikat farmaseutikal mengumpul lebih banyak data dan menyalurkannya semula ke CRM yang anda gunakan, sekali gus memanfaatkan analisis data dan perancangan pasaran seterusnya.

Berdasarkan trend di atas, penyelesaian yang diperlukan oleh syarikat farmaseutikal perlu mencapai perkara berikut dari sudut syarikat:

1. Menjadi saluran untuk berinteraksi dengan HCP dan merekod interaksi HCP
2. Menyusun data dan menyepadukannya dengan CRM
3. Saluran yang digunakan secara meluas dengan capaian tinggi

Dan dari sudut HCP pula, penyelesaian itu perlu:

1. Tidak memerlukan muat turun program atau aplikasi baharu
2. Sesuatu yang memang digunakan setiap hari, tanpa perlu membiasakan diri semula

Di pasaran Taiwan, LINE Official Account dapat memenuhi semua keperluan di atas sekali gus, membina saluran komunikasi terus dengan HCP di LINE, dengan kadar penukaran lebih tinggi berbanding SMS atau e-mel, di samping membina hubungan jangka panjang melalui interaksi, meningkatkan pendedahan jenama dan mengumpul data. Pelanggan saya berjaya meningkatkan titik sentuhan (Touchpoint) sebanyak 3 kali ganda dan kadar penukaran interaksi sebanyak 6 kali ganda. Untuk transformasi digital, komunikasi dan pengumpulan data, boleh dikatakan inilah penyelesaian dalam talian terbaik buat masa ini.

Namun, penggunaan LINE Official Account untuk berkomunikasi dengan HCP masih berdepan banyak isu peraturan yang perlu ditangani. Kita akan membincangkannya dalam artikel seterusnya.

Just read "Value in the trading word of 2023" of Steve Peretz in BioSpectrum, sharing 2023 pharmaceutical industry trend analysis. About communicating with HCPs, it aligns very well with my recent market observations. I conclude 3 key points as follows:

1. Optimizing digital transformation and focusing on the quality of customer experience and customer interactions will be the key challenge for revenue and relationship maintenance in 2023.
2. In order to keep up with future trends, it will be important to prevent having HCPs download too many programs, apps, or web pages, and instead provide a one-stop communication channel.
3. In 2023, data will continue to be a major factor in pharmaceutical decision-making.

From the HCPs' perspective, requiring HCPs to download a brand's program from each pharmaceutical company can reduce the satisfaction of user experience and decrease HCPs' usage ratio(MAU) and communication effectiveness. However, only having a CRM, e.g. Veeva, Salesforce, without any tools, nodes and touchpoint for interaction cannot generate any data.

Optimizing digital communication channels can increase user usage ratio(MAU), increase data collection for pharmaceutical companies, and integrate data to the CRM you are using, benefiting your data analysis and market planning.

Based on the above trends, the solutions that pharmaceutical companies need should be able to achieve the following from the pharmaceutical company's perspective:

1. Serve as a channel for interacting with HCPs and collect data on HCP interactions
2. Organize data and integrate it with the CRM
3. High channel penetration and high reach

And from the HCP's perspective, the solution should satisfy the following:

1. No need to download new programs or apps
2. Can be used normally without relearning

In the Taiwan market, using "LINE Official Account" can satisfy all of the above requirements at once, and establish a direct communication channel with HCPs on LINE, with higher conversion rates than SMS or email and the ability to establish long-term relationships through interaction, increasing brand exposure and data collection. My clients have successfully tripled their touchpoints and increased their interaction conversion rate six-fold. It should be said that it is currently the best online solution for digital transformation, communication and data collection.

However, there are still many regulatory issues to tackle when using "LINE Official Account" to communicate with HCPs, which will be discussed in the next post.

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