The Pathway to Omnichannel Engagement Excellence in Your Field Medical Organization*

The goal of the field medical organization is scientific exchange with key stakeholders to improve patient outcomes, gathering and communicating actionable insights to drive enhanced medical value, and maintaining a deep understanding of the stakeholder needs. The recent global pandemic has challenged pharma companies to innovate their HCP engagement approach. A recent 2020 McKinsey report (Sermo US COVID-19 HCP survey conducted in August 2020) states that only 25% of HCPs report they are satisfied with interactions, 91% of which were virtual. HCPs perceive virtual interactions as impersonal, materials as not well adapted for virtual, and not enabled with the right technology. And yet the Veeva Medical Pulse data indicates that between April 2020 to July 2021, there was a higher open rate for the over 1.5 million medical emails compared to emails from commercial and the 140,000 meetings conducted by MSLs on the Veeva Engage Platform lasted for a longer duration than meetings facilitated by commercial owners. Our stakeholders are prepared to engage with medical affairs virtually!

In this workshop, the activities will center around three areas of focus 1. The value of an integrated omnichannel engagement experience to medical stakeholders and ways to establish an omnichannel engagement strategy 2. Foundations and underlying capabilities necessary to implement seamless omnichannel engagement. Critical success factors/change management to build and embed these capabilities within our field medical teams 3. Tracking field medical activity to enable measurement and demonstration of impact.

March 20 @ 11:00
11:00 — 12:30 (1h 30′)

Hyatt Regency New Orleans

Greg Christopherson, Monicca Shanthanelson, Robin Winter-Sperry