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Highp is the new digital platform that delivers customer experience beyond the face to face visits

Medical conferences and events play an important part in the pharma industry. Practitioners treat them as a primary source of expanding their medical knowledge. [source] They get the latest medical news and learn how to help their patients efficiently. They have the possibility of networking and exchanging valuable professional experience. Advantages are apparent, and so are disadvantages. In a hectic life of a practitioner, a conference means taking some absences from work, time-consuming trips, incurring additional expenses and some unpredictable factors which need to be considered such as, e.g., illness. Looking at conferences from the perspective of an organizer, they are a must in the highly competitive pharma business. They are also quite demanding in terms of content, compliance and toughening legislation. [source] Organizing a conference can mean continuous challenges: to find an exceptional place, to secure KOLs (key opinion leaders) and to assemble an appropriate number of returning and new participants. It means providing outstanding lectures, meaningful interaction and some entertainment afterward. All of the above within a certain budget. All the above to make it up-to-date and memorable experience.

The conferencing business quickly embraces technology. Acc. to Market Research Media, the overall virtual event market is predicted to grow from $14 billion in 2018 to $18 billion in 2023. [source] It further assumes that traditional conferences and trade shows will gradually move towards virtual events, either to be completely replaced by them or will create a hybrid combining elements of a traditional event and a virtual one. [source] American Express’ Global Meetings and Events Forecast presents some main trends within the conferencing business which turn technology to the unique customer experience. [source]  One of them is the use of augmented reality (AR) or virtual reality (VR). Both become more and more affordable these days. The idea behind is to share the experience among the participants during the conference. In 2017 alone, 42% of examined companies used augmented reality during conferences and corporate events and 39% were using virtual reality, with further plans of usage at the level over 85% among the examined companies in 2018. Both technologies can sound even more alluring when thinking of 3D live-streaming during conferences. Artificial intelligence (AI) is another big tech thing to be further used during conferences. 42% of examined companies claim to use AI during conferences. AI can take the form of chatbots answering the participant’s simple questions or become a part of a conference mobile application which will further help in, e.g., networking. [source] Furthermore, event apps gain on massive popularity, with 91% of event planners seeing a return on investment from event apps. [source] Event apps allow for embracing augmented reality (AR) or virtual reality (VR) technologies, networking and many more. Last but not least, for an up-to-date conference, one cannot imagine buying a ticket or registration without social networking websites, combining the social aspects of human life with professional ones.

The situation in the pharma conferencing industry, which constitutes the biggest part of the education sector, is hardly different. [source] In the report “The Future of  Medical Conferences” (FirstWord Perspectives Report) one can see that 86% of doctors use a smartphone for work and 53% use a tablet for work. There is a growing number of digital-natives and millennials who favor a 24/7, on-demand training to traditional conferences. [source] The report states that doctors were asked to assess in 2016 their physical and virtual attendance during conferences in 2021. Generally, respondents declared participation in person in a smaller number of conferences. [source] When asked about the impact of online interactive medical conferences on their ability to access knowledge, over 54% saw a positive impact. [source] The main drivers for attending a virtual conference were: comfort to access the conference anytime (acc. to 32% of respondents) and progress in technology (28%). [source]

Highp conferencing comes as the answer to the growing demand for digitalization in the field of the pharma conferencing.  This is one of the services available within the Highp tool, other being: follow-ups, video messaging, audio messages, education programs, and promotion campaigns. Highp as a tool is easy to use and does not require a user to be tech-savvy. No app installation is needed. Designed to be as intuitive as the use of a smartphone, the messages are sent as SMS but opens in a rich feature format (audio, video or presentation) supplying information and education straight to a doctor´s mobile.

Highp conferencing helps cascade global trends into the local practitioner’s environment. It acts as a newsroom, so a practitioner does not need to wait for updates published in pharma magazines. The messages from the conference can be simply seen or heard on the go. They are usually quite short: 2-3 minutes long so they can be easily squeezed into a practitioner’s agenda with a possibility to request more detailed information. Highp holds communication with a non-physically attending doctor the same way as it does do with attendees. One can find there a pre-congress phase which builds the excitement, a core conference, i.e., supplying the daily highlights from the conference, and finally, a wrap-up stage (with a survey and a key message recall). The conferencing functionality in Highp has been successfully tested several times, to mention some recent conferences as ASCO (the American Society of Clinical Oncology), EBCC (the European Breast Cancer Conference) or ECTRIMS (the European Committee for Treatment and Research in Multiple Sclerosis).

The advantages of using Highp are numerous. A pharma company can attract the group of practitioners who otherwise would not be able to attend. Both for the company and for the practitioner the cost of virtual attending is lower than participation in person. Practitioners have hands on latest knowledge immediately just via a smartphone, which everybody has.

It seems that further progress in digitalization of pharma conferences is inevitable. The quicker one adopts efficient tools, the bigger benefits one obtains. With Highp tool lagging behind is not an option. On the contrary, it means getting a competitive advantage over other pharma players.

As those are the number from the United States, it can be quickly confronted with other markets and economies. As the most significant group of potential candidates is among the millennials, building employer branding strategy needs to contain knowledge about them.

Who to employ?

Among all of the generations available on the market as potential employees, Millennials are the most significant and most promising group. They are in the age to start their professional career, have a lot of desired skills and are open for the new challenges. But on the other side, they also have big expectations.

According to a Business Insider survey, “69% of people 18 to 34 years old said they thought they learned more from technology than from people, compared with 50% of people older than 45 who said the same.”

Nowadays, getting the job is much easier than five or ten years ago. The unemployment rate in most of the developed countries is declining year after year. A lot of companies are fighting not only to recruit the right person but also to maintain such environment to keep the new employee satisfied and stay longer within the organization. And potential employees know about that, so they don’t take the first offer, but do research, read the opinion about companies. According to the Gallup survey, 75% of them turn to family and friends when making career decisions. They also try to find out the way the future employer could fit into their path of development. And this is one of the most critical factors.

We are living in the environment overloaded with data and distractors that are ubiquitous. Time is becoming the most valuable asset. Especially for the millennials. Their expectations are much higher comparing to older generations. Taking as much as they can from every situation, living each day to the full is what they need. An old model in which you work in one or two places for the whole life to live a stable and predictable life isn’t what they need. Looking at millennials parents whose goal was to work entire career to earn for the dream retirement isn’t appealing anymore. They are afraid that when they become elderly, they wouldn’t have the vital strength to realize their plans. So they are looking for a workplace which will respect their time.

How to respect Millennial’s time?

The potential employer should take a look at the workflow inside the company. How is it organize? How much time is consumed by endless meetings, conference calls, stand-ups? What is the model of sharing knowledge, learning new things? As the older generations are used to course books, and long lasting lectures, for people born after 1990 there are much more options to choose. Millennials, mostly raised in an internet era, have a whole spectrum of learning facilities. They are great in searching and filtering of unnecessary information. Spending three hours at the traditional training session to learn some new feature could be a waste of time since they can get into this knowledge faster and more efficiently.

So how do they learn things? The era of social media changed the way people process information. From long forms, in case of which the full and undistracted attention was needed for an extended period, it developed into short but aggregated forms. Few words, one picture or a short movie and a bunch of hashtags, the modern version of catalog cards in the library, revolutionized communication. While people used to it, they change not only the habits of social activities but also how they learn new things. A few years ago the infographics became very powerful and effective solution. Mixing words, images, and milestones was an excellent idea to summarize the knowledge. But it still wasn’t the best way to teach new things. Now it is going even further thanks to microlearning.

What is microlearning and why it is so beneficial?

Microlearning is a metaphor describing various micro aspects of different learning models, concepts and processes. By dividing a full range of material into smaller pieces, it is more useful to learn. What’s more, it seems to be the perfect solution for millennials, as they are used to that way of absorbing knowledge. Being accustomed to it is just one benefit. Another one is even more important. With microlearning, time is the essence. Small units of knowledge are more manageable than old-fashioned training, so it is easier to put them into the busy corporate calendar. Not only millennials will appreciate that. It is a win-win situation for all company’s stakeholders.  Only one question remains. How to do it?

One of the best options to provide the benefits of microlearning is to use Highp. It is the platform that offers a modern solution for communication with employees regardless of their technological advancement and technical skills. Thanks to the intuitive system of video messages it is perfect for microlearning. The owner of the platform could analyze the effectiveness and assess the knowledge of the employees.

What is more, Highp uses audio and video to reach employees directly with the knowledge they need at the specific moment, when they can get acquainted with it. With the whole range of short tests, it will adapt to their needs. The minimum amount of information at one time is beneficial. As the Highp message can be sent in accordance with the schedule of each user or accelerate depending on the engagement Highp allows you to present knowledge to millennials in a tailor-made way. The course can be adjusted which gives the opportunity to choose an educational path which the employee more expects at the moment.

For companies that believe in employer branding, it is an affordable form of reaching employees with short but critical information. It increases the involvement in a company’s life, its goals, products, mission and much more. On the broader spectrum, it builds the company’s image and offers the employees a continuous and substantive development. For millennials staying on the market as a qualified professional is substantial.

That could be the first and easy to reach the step of becoming not only the respected employer but also the one that listens to its employees and takes their needs into account. As financial benefits are essential, probably the most valuable ones are those related to time. It also helps in checking what is crucial for the ones who are building the organization. If time is this factor, it is also great news for the board. There is nothing better than having a team of professionals who are concerned about time management. That shows dedication to push things forward.

 

A popular joke among professionals presents two managers talking at work about a training for an employee. The financial manager says ¨What if we invest in him and he leaves the company…¨. ¨What if we don’t and he stays…¨, answers the other. It seems that most of companies have successfully gone through the questioning of the training needs. No doubt, in the fast-paced, technology-dominated world employees need trainings. The more relevant question is how to make most of trainings, so both employees and employers maximize their gains.

Changing learner’s profile

According to Forbes, a learner profile is undergoing serious changes nowadays and it has a huge impact on the training model. Forbes points out to some of the demographic and social changes. Growing mobility of workforce can be treated as a constant now. Increasing number of millennial employees is another important aspect.[1] Acc. to PWC millennials will constitute half of the global workforce by 2020.[2] Millennials bring some expectationswith them,  such as needs for development and training, preferably in flexible hours, so they can choose time for training themselves e.g. while commuting. Forbes also points out that most of the workers are not available at their desks even up to 50 or 60% of their time during their workday, because of on-the-go schedule, flexible time or remote work. Additionally, one can see that there is a need for highly qualified staff on the market and employees are expected to have broad knowledge and learn fast.[3]

Why current methods are not enough?

When one thinks of a traditional training session with a coach, problems such as time, cost and efficiency pop up. Long training sessions take much of employees’ time. It’s already a challenge to organize them amid busy working schedules. The cost cannot be overlooked because training needs for different employees are various while budget limitations do not change. Efficiency of a whole day training event can be sometimes questionable. Trainings can be interrupted by external factors and the attention span has also its limitations. Success of the session depends on the effectiveness of the instructor. [4]

Computer-Based Training (CBT), quite a popular tool, has also some basic disadvantages such as: not enough of interaction, not suitable for teaching soft skills or simply being monotonous.

Other training methods such as mobile applications seem not to work in companies which claim “bring your own device” policy (BYOD). Smartphones, for example, have different operating systems and the factor can exclude some of the staff from training.

Even online trainings, reported by the ASTD “State of the Industry” as extremely popular these days, have some disadvantages. They are usually generic trainings and not tailored to companies’ needs. Moreover, they are expensive to create. Companies’ hardware can impede training. Participants sometimes feel awkward to ask questions online and impersonal nature of the training can act as a disadvantage. [5]

Microlearning as the option

According to eLearning Industry, microlearning becomes more and more popular and it is claimed to be a milestone in learning. Microlearning is today’s answer to millennials’ learning needs but its appeal is much broader. It uses the advancements in brain science and progress in technology. Microlearning is self- paced, on demand training which allows a learner to take frequent, bite-sized microlessons, so called learning nuggets. The popularity of the tool can be attributed to mobile technology and game-like formula. It’s designed to be used on the move, so by its very nature it is short – up to 5 minutes or less. It is packed with essentials. Videos seem to be much more preferred over other mediums, but there are other options available: audio, presentations and games. The aim is to concentrate upon one objective per training. Small chunks of knowledge supplied regularly in an attractive format seem to work better than traditional methods.[6]

There are many advantages of microlearning use. Its concise form helps to keep dwindling attention span. It engages learners and allows them to complete even a few microlearning modules. No stress, no feeling of being bored or overloaded with a long training session. Concepts are memorised better  because a microlearning module concentrates on one specific aim. Microlearning sessions are constructed in such a way that they help to overcome Ebbinghaus’ “forgetting curve”, the phenomena of natural knowledge loss over time if no attempt was made to repeat it. Microlearning sessions can be taken at any time, any place. They do not distract an employee from the work, since they don’t cause long breaks. They combine new material with repetition. For a company they are much more affordable than training sessions. They are quick to develop and update.[7]

eLearning Industry claims that microlearning has versatile usages. It can be used for employee’s onboarding or getting the professional knowledge about the company and its products. It can be used for trainings of the staff working in retail industry, helping them to explain the working of a tool or a product specifications. It can also be used for compliance trainings to teach the staff e.g. safety procedures. It can be used to develop professional skills trainings. The possibilities are numerous. All materials are presented in an up-to-date, attractive and easily digested way.[8]

Microlearning in practise

Currently growing number of companies use microlearning as an efficient way to train their employees.  Connectmedica™ sees a high potential in microlearning and incorporates it in the tools which are developed. Designed for pharma industry Highp platform is such an example. It is a communication tool between the sales representative and the customer. Highp allows to send personalised messages via SMS, e-mail or push-up notification. It allows to publish interesting educational materials such as video or audio (2-3 minutes long). Supplying up-to-date concise knowledge in an attractive packaging is important, but equal emphasis is put on the retention of the material. The microlearning Highp training is linked with a short test to check knowledge. Highp platform is all about mobility. Apart from possibility to open messages on tablet, PC or Mac, it can also be opened on smartphones. It is a perfect tool to be used on the way to work in a car or on a bus.  A special automation system allows to put the messages in a que. Progress of an individual can be checked and one can see whether a lesson has been finished or abandoned. It is vital that system can be customised for each employee so they learn exactly what they need instead of having “one fits all” training.

Highp microlearning is an up-to-date solution which can be used for onboarding and just-in-time training. The technical capabilities of users are not important. Every smartphone user is able to use it since the platform is intuitive.

It is important to stay updated esp. in the fast changing and competitive industry such as pharma. Highp is the platform that gives most advanced tools and makes sure that microlearning is interesting and efficient. Highp is eagerly used by professionals who have busy schedules and who know the real value of time. It does not overburden them with long training sessions but offers essentials which are needed. Highp has been trusted by numerous leading pharma companies.

 

[1] https://www.forbes.com/sites/theyec/2016/04/13/five-trends-pointing-to-mobile-learning-as-the-future-of-corporate-education/#40e31665141c

[2] https://www.pwc.com/gx/en/financial-services/publications/assets/pwc-millenials-at-work.pdf

[3] https://www.forbes.com/sites/theyec/2016/04/13/five-trends-pointing-to-mobile-learning-as-the-future-of-corporate-education/#40e31665141c

[4] http://trainingtoday.blr.com/article/most-effective-training-techniques/

[5] http://trainingtoday.blr.com/article/most-effective-training-techniques/

[6] https://elearningindustry.com/bite-sized-learning-future-of-elearning

[7] https://elearningindustry.com/bite-sized-learning-future-of-elearning

[8] https://elearningindustry.com/microlearning-examples-in-corporate-world

Client

MERCK – a global company with over 350 years of experience, founded in Darmstadt, Germany in 1668 by Friedrich Jacob Merck, now with almost 53 000 employees in 66 countries working on breakthrough solutions and technologies. Healthcare, Life Science and Performance Materials are MERCK’s core businesses. In all three sectors, it offers specialized and high-quality products.

Challenge

Considering recent changes in European law system (GDPR implementation) Merck is required to gather a personal opt-in for further continuous communication with HCPs. It is a rather challenging activity involving multiple assets and resources, including proper tools, representative training, and development of an add-value – “a reason to believe” – to HCPs give Merck an e-permission. 

Our work

Connectmedica where responsible for complete project development and implementation using Highp platform and service. During the Polish Clinical Oncology Society Congress, Merck was acquiring opt-in with the support of our conference representatives. Using Highp platform we were able to send instantly thank you message to physicians and reinforce the promotional process of a new app – CRC box, designed especially for oncologists, bringing higher satisfaction and Merck brand awareness. With Highp automation we are able to followed-up communication to successfully engaged hundreds of HCPs remotely. 

Client

An innovative global biopharmaceutical enterprise, present on more than 175 markets, with more than 29 000 employees. Its main activities focus on areas with high demand for particular medical products, including neurology, immunology, oncology, women’s diseases, chronic renal failure or viral hepatitis.

Challenge

Our Client has difficulties in finding effective L&D solutions, that will answer both employees’ and employers’ needs and be cost-efficient at the same time. The amount of information that needs to be processed and put through very often outgrow companies’ capabilities. Cost and time restriction were critical factors against regular onsite training. 

Our work

We developed a series of micro-learning audio podcasts delivered via Highp messages to representatives. Short interactive educational message employees’ productivity, as well as cut costs, decrease the amount of average time an employee spends on self-development and it will be a valuable asset in the employer branding process. Already, more than 270 representatives are in continuous micro-learning process.

„We want to implement a new idea of training in the digital age. We believe that the best tool to do that are Highp video messages, which can be delivered at any time and place, only on condition that the recipients use smartphones on daily basis. This gives a wide range of opportunities in conducting training –the content can be adjusted to Client’s current needs and Sales Representatives can be up-to-date with all the necessary information almost immediately.” – says Client.

Client

Boehringer Ingelheim is a global group of companies embracing many cultures and diverse societies.  Boehringer Ingelheim was founded in 1885 by Albert Boehringer in Ingelheim am Rhein, Germany. The Boehringer Ingelheim group is one of the world’s 20 leading pharmaceutical companies. 

Challenge

Boehringer Ingelheim’s aims to inform all employees and stakeholders about key marketing and medical activities taking place at the international congresses to streamline communication across the organization and synchronized knowledge across departments.

Our work

We recorded and edited high-quality video materials for our collaborative project – „SPAF Academy”, including the 21st International Congress of Polish Cardiac Society –  the biggest event in the cardiological environment, with over 4000 HCPs attending the event.

During the conference we sent multiple Highp messages to Boehringer Ingelheim’s employees who could not be present at PTK, keeping them up-to-date with all the necessary information. In result, all of the representatives and office employees were up to date. 

Situation in pharma industry

There are many challenges in the pharma industry nowadays. Patent expiry and loss of revenue from the blockbuster medicine (patent cliff) is one of them. Despite different strategies aiming to prolong a medicine’s lifecycle, patent cliff is inevitable. It becomes also a challenge to replace one blockbuster medicine with a new one, since the complexity of new medicines is higher, research takes more time while the time pressure is very big.

Another important aspect is the communication between a pharma company and a practitioner. Reps seem to be the best solution but in the case, cost effectiveness plays a key role. At the same time, communication via automated tools such as emailing is not effective any more. Doctors receive numerous mails and either they don’t have time to open them or they are bored with this sort of communication. Despite the efforts to make emailing more personalized, the tool assumes mass communication which is less and less involving. It should not be a surprise that its efficiency stays on a very low level.

In a highly competitive pharma industry there is a need to maximize the sales of the existing portfolio within the limited time period. The tools are to be chosen with care as the industry pushes for cost and performance effective digital marketing. One of the market proposals is broader usage of relationship marketing.

Relationship marketing

Relationship and personalization are key words in the business today. According to Gartner, the year 2018 is likely to become the year of the customer for marketers. With 64% of marketing leaders who report using or showing intent of use of personalization technology, the customer-centric trend is here to stay. [source] The trend is also observed by McKinsey and personalization is called the heart-beat of modern marketing, next to data activation. [source] Relationship marketing is an aspect of customer relationship management (CRM). It places communication between a company and a customer in focus. In the business relation, customers are more of partners in the dialogue and ideally, they should become brand ambassadors one day. The idea is to give customers an added value, show them their importance to the company before one can expect any transaction. The communication with a customer is two-way. Not only does the company communicate the message to the customer but it is also interested in gathering feedback from customers. The move of communication to the digital world was the next, natural step. As a contrast to relationship marketing, one can point transactional marketing which aims at a closing transaction and not establishing any relation with customers.

Market shows that there is a need for high performance digital relationship marketing tool created specifically for the pharma industry.  The ideal tool should be up to date and it should use modern channels of communication. Building relationship between reps and practitioners should be simplified. The content, which a practitioner gets, becomes better targeted and much more interesting in terms of tools. It should allow for better communication between the brand and the practitioner.  It should allow for quick response to the doctor’s request.

Relationship marketing tool for pharma

As the answer to the demand, Highp comes up and improves communication between a company and a practitioner. Highp is a communication platform to the existing CRM tool in the company. It empowers the marketing and sales team to deliver best Customer Experience (CX) by supplying one unanimous message to the customer. In the highly competitive environment it is important to use channels which are effective but not overcrowded. Highp uses SMS or mail as media. Mobile devices are called by Gartner most popular consumer engagement points these days [source], while Deloitte predicts further that the usage of smartphones will be even more extensive. [source] The real change, however, comes with the fact that more interesting formats can be embedded into communication, such as: personalized videos or presentations. Videos have gained much popularity in social media recently and they are much more impactful than any other format. Videos allow for personalized message in an easy way and shorten a distance in communication between a practitioner and a rep. On the side of the practitioner, there is no receiving barrier since no effort is needed for app installation. The message opens easily on every device: be it a mobile, iPad, PC or MAC. It should be also noted that the flexibility of the tool allows for working within smaller teams as well as large ones.

As noted by McKinsey, technology is at the point where the real-time data can be used in a way that is beneficial for customers and profitable for companies. [source] Highp allows for reaching and communicating with the customer in real time. The same refers to reporting. Highp allows for tracing customers behavior and instant campaign evaluation based on previously set KPIs. The platform allows for option such as ‘call to action’ or decision based presentation (DBE) which makes the interaction between a rep and a doctor more vivid.

From the user’s perspective, Highp platform received very positive feedback: 93% of customers report positive experience with the tool, 55% were engaged in the message communication and 67% requested further contact. Comparing to emailing which has the opening rate of less than 10%, the double-digit figures speak for themselves. The channel used for communication is yet not so much crowded which makes the engagement higher than with other traditional marketing tools.

Deloitte states that “winning and retaining customers in the digital era requires a mix of personalisation, relevance, exclusivity and engagement across all the different channels”. [source]  It seems that Highp has found the recipe for the digital relationship marketing tool. The solution has been trusted and implemented by numerous global pharma brands.

 

 

The patent cliff is not a new phenomenon for the pharmaceutical industry. The day when the loss of exclusivity happens usually begins the last phase of the drug’s lifecycle. Not to mention, the costly one, with the dramatic price drop as the primary sign of it. Companies use a lot of different strategies to minimalize costs of the patent cliff, but in a digitalized world it is becoming harder.

Quality of the brand

Some of them follow the path of quality. Being the first and well-known producer on the market, you have a brand. And your competitors not. That could work for a while justifying the slightly higher price of your medicine. But in the long run, the distant tail of generic rivals will pave the way to costumers recognition. That means the next price drop.

Another strategy to perform is renewing or broadening the license. It is possible, by making, for example, some molecular modification. That means a lot of additional costs in R&D, drug certification and finally, no one could guarantee that the customers will pay for the new product. If the original one was good enough for them, they might wink at the cheaper, generic competition.

The pharmaceutical industry must go digital

There is one more factor to consider. Digitalization. According to the McKinsey&Company report “The road to digital success in pharma,” pharmaceutical companies should have in mind that the patients are already there: in the digital world. Thanks to health and fitness wearables such as FitBit and Apple Watch patients start to believe in their ability to take responsibility for their health. Knowing how to access online resources to help them do so and becoming less dependent on their doctors for advice they convert into challenging to grasp target.

Pharmaceutical companies are more aware of this fact but only a few tries to follow the trend, mostly because the way is steep and unknown. More questions than answers appear for producers that are on the eve of loss of exclusivity day. If consumers are more independent then ever and don’t necessarily listen to their doctors, what should justify the sales reps expenses? Especially when talking about the products that will soon lose its battlefield to cheaper generics. Pharma doesn’t have proper databases that would help distinguish doctors with more patients trust from others. And the decision to surrender and stop sending med reps or make them not to talk about specific drugs isn’t easy. But in this case, the digitalization trend has the brighter sight too.

The future is video messaging

If a pharmaceutical company face the patent cliff and don’t want to lower the frequency of the med representative’s visits to doctors offices they have an option. It is digital and called video messaging. Pharms, thanks to video communication platforms could keep their impact and lower costs. The significant advantage of this technology is that you can maintain the personal relation your sales representative has with a doctor. You don’t introduce some John Doe, but a trusted partner, only using the new medium.

McKinsey report states that in the United Kingdom, some political parties are working to enable patients to use video software like Skype to call their general practitioners by 2020. Other countries, like for example Poland, are trying to adjust the regulations for patients who are visiting their doctors just to renew the prescription. In coming years they probably will get the prescriptions online. Both cases show that countries are willing to validate digitalization in medicine and for pharmaceutical companies, it is better to be at least one step before.

Simply and trendy

Video messaging seems to be one of the simplest ways to reach medical doctors. Latest Cisco shows that video will absorb 80% of world’s Internet traffic by 2019.  And the mobile video will be on the top of it. It is expected to grow from $6.72B in 2017 to $9.90B in 2018. What is essential, there are some companies like gethighp.com that offers simple and easy to use tools which even don’t need a particular application to run. You just record your message and sent it as a link via e-mail, SMS or event on Messenger.

In the times when doctors are becoming more and more digitally connected with patients, med reps shouldn’t be out of it. The newest technology helps to build the firm and trustful relations between them and physicians. It could be used just in time, without losing the time of both parties. It makes it easier to build measurable and trustworthy databases which could influence the strategic decisions of the company.  Thanks to the short form of it, you can decide to deliver only the message that is important and do it more frequently comparing to face-to-face meetings that happen not so often. It is the more efficient solution.

As a result, the doctor spends more time with the brand and its message than before. On the other end of this chain, for the pharmaceutical company, it is vital to have one tool that allows them not only to deliver the information but to get all required marketing approvals. It should not only enable sending the news, but it also should provide the option of the online video conference with the physician.

Human-to-human relations is the winning strategy

Finding examples of a patent cliff winners is hard. There are some companies whose product is so specific and hard to manufacture, that their competitors are not willing to even try. But in most cases, generics will get some part of the once protected market. Pharms can try to eliminate unnecessary costs and shift forces to more profitable activities.

What is crucial, the real human-to-human relation is hard to beat. Using video messaging shouldn’t be considered as a fully automated process. On the other side, there is always a real person.

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