How to optimize the HCP journey, engagement, and sales results
By Dan Snyder, Senior VP of Sales for Performance Development Group (PDG)
One of the key strategies that has emerged in medical sales is adopting an omnichannel approach directed toward customers. Omnichannel loosely dates to about 2010 as a solution to improve sales performance through a unified customer experience. After over a decade, you might expect widespread omnichannel adoption, but a 2022 DHC Group study of 50 medical sales executives revealed otherwise. While 98% recognized Omnichannel’s importance, over half admitted not optimizing Healthcare Professional (HCP) engagement across touchpoints.
For medical sales companies, sales are not just about revenue but also about improving patient outcomes and delivering life-saving products and services. Sales reps play a pivotal role in ensuring HCPs have access to the latest and most effective solutions that can positively impact their patients and advance their practices.
The omnichannel experience is pivotal in achieving better sales performance. When HCPs have a consistent and positive experience across all touchpoints, they are more likely to have that brand top-of-mind and are more apt to engage through their preferred channel when the need arises.
This article will explore how sales reps can leverage omnichannel to revolutionize the customer journey by creating a more personalized experience to improve HCP engagement and enhance sales performance.
How Omnichannel builds HCP engagement
Unifies sales and marketing channels and messaging
Omnichannel strategies in the medical sales industry redefine the landscape of HCP engagement by seamlessly integrating various communication channels. Instead of having an assortment of disconnected channels, an omnichannel approach intricately weaves these platforms together, leveraging modern technology to merge previously separate online and offline platforms into a unified and manageable system.
From the standpoint of HCPs, this interconnectedness among channels eliminates the sensation of being overwhelmed by redundant or sometimes inconsistent messages across different platforms (such as representatives, emails, messaging apps, social media, and websites). Instead, it fosters a unified, coherent interaction that enriches the brand experience.
Improves sales strategy and execution
Adopting an omnichannel approach can also significantly bolster life science sales strategies and execution.
Omnichannel helps streamline the sales process by empowering sales reps with comprehensive insights into HCP interactions across various channels. Armed with this enriched understanding, reps can craft tailored conversations and offerings, leveraging a nuanced comprehension of the HCP’s preferences and engagement history. This personalized approach not only nurtures ongoing relationships between sales reps and HCPs – instilling a sense of reliability and trust that is pivotal for nurturing long-term partnerships – but also heightens engagement and markedly improves the overall efficacy of the sales process, leading to higher conversion rates and repeat sales.
Creates a customer-centric focus
Medical sales companies recognize the evolving expectations of HCPs. These professionals have limited time and diverse needs and preferences, so it is essential to meet them where they are, whether online, on social media, through email, or in person. Omnichannel enables life science companies to focus on creating a personalized, customer-centric journey.
By leveraging an omnichannel approach, medical sales companies can track HCP behavior, preferences, and feedback across all channels. This information can then be used to create personalized experiences and touchpoints for each HCP. For example, the sales rep can schedule regular face-to-face meetings if a particular HCP prefers in-person visits. If another HCP is more comfortable with email communication, tailored emails can be sent with relevant product information.
HCPs expect consistency in how they are treated and the information they receive. An omnichannel approach ensures that HCP interactions are aligned across all channels, creating a unified and satisfying experience. This not only fosters customer loyalty but also drives sales growth and the adoption of life science solutions.
Streamlines communication
Effective communication is critical in healthcare and life science sales, both externally with HCPs and internally among team members. Omnichannel is pivotal in streamlining communication to improve the customer experience.
Externally, HCPs may have questions about product details, clinical studies, or patient outcomes that need prompt responses. Through integrated communication platforms, such as online chat, video conferencing, and CRM systems, life science sales teams can respond quickly and provide the information HCPs seek. This enhanced communication can convert a skeptical HCP into an informed and satisfied one, increasing engagement and sales.
Internally, omnichannel can improve collaboration among customer-facing teams such as sales, medical affairs, market access, operations, and regulatory. This collaboration ensures all departments are aligned to engage effectively with HCPs and drive life science sales performance.
Improves the customer journey
Adopting an omnichannel approach has proven instrumental in refining the customer journey. By seamlessly integrating various touchpoints, medical sales companies can curate a tailored experience for HCPs, optimizing engagement. It ensures a more cohesive and personalized journey for HCPs, meeting them at every stage of their decision-making process. By leveraging data insights on HCP preferences and behaviors across various platforms, companies can craft seamless and relevant experiences. This customized approach, empowered by the omnichannel strategy, not only strengthens the brand’s value but also facilitates smoother progress toward mutually beneficial outcomes.
Scenario: Dr. Patel, a busy cardiologist, has been exploring different treatment options for his COPD patients. Amidst a demanding schedule, he frequently engages with medical sales representatives and accesses medical information through various channels, seeking the most relevant and up-to-date data to support his patient treatment decision-making.
Traditional approach: In the past, Dr. Patel’s experience included frequent visits from multiple reps. This led to a higher propensity for inconsistent messaging, thus creating frustration for Dr. Patel.
Omnichannel approach: After deploying an omnichannel approach, Dr. Patel now receives synchronized messaging from a multitude of modalities. This approach augments the sales reps’ efforts of engagement. It allows the sales rep to understand what resonated with the doctor and the potential next best steps for future engagements.
This integrated approach ensures Dr. Patel receives consistent and relevant information across all touchpoints. It empowers him to make informed decisions swiftly, leading to improved patient care and treatment outcomes.
AI is the name of the game, and sales reps are the quarterbacks
Artificial Intelligence (AI) is an integral component in revolutionizing omnichannel strategies. Like a quarterback orchestrates plays on the field, sales reps use AI-driven intelligence as their playbook. AI’s advanced algorithms analyze vast amounts of data from various sources, including HCP interactions, historical data, preferences, and market trends. It then generates prescriptive insights for sales reps, offering tailored suggestions on the most appropriate next steps to engage with the HCP. These insights range from personalized communication strategies to recommending specific content or services. AI’s role in omnichannel strategies significantly enhances the sales process by enabling sales reps to deliver more relevant and valuable information to HCPs, ultimately strengthening relationships and improving overall outcomes in the life sciences sector.
Omnichannel adoption: Four success challenges
Despite the evolution and advancements in digital technologies, the journey toward widespread omnichannel deployment has encountered unexpected hurdles.
Here are four of the primary reasons, according to the DHC Group study:
- Data and Technology Integration – 45% of medical sales executives cited difficulties arising from the intricate nature of data integration and management.
- People, Structure & Culture – An even more substantial 54% of executives indicated the challenge of internal adoption of omnichannel.
- Lack of Personalized Content – Content remains a substantial obstacle in brand marketing, with 62% of survey participants expressing a lack of personalized content for the HCP.
- Unified Platform Aligned with KPIs – Nearly 67% of respondents reported an unfulfilled requirement for a unified interface that oversees and regulates omnichannel engagement organization-wide.
Conclusion
Adopting an omnichannel approach is pivotal for life science companies trying to remain competitive in an evolving market. However, the path to success is not without challenges. Life science companies’ mission should include a commitment to ensuring that innovative solutions meet HCPs’ needs and positively impact the patients they serve. By addressing these challenges head-on, life science companies can take full advantage of the benefits of omnichannel and forge a path to enhanced HCP engagement and sustained growth.
Dan Snyder is a seasoned sales and business leader with a rich background in the pharmaceutical/biotech industry. Currently serving as the Senior VP of Sales for Performance Development Group (PDG), Dan has held leadership roles at Astra USA, Diachii Sankyo, Shire, Nitromed, Clarus Therapeutics, Syneos Health, and Delta Point. Adept at overcoming challenges, Dan is known for his passion for sales, commitment to coaching excellence, building high-performing teams, and ability to achieve outstanding results.