REUTERS/EXEEVO whitepaper – Medical Commercial Collaboration: The Evolution of a New Era of Digital Engagement
In the post-Covid era, pharma has taken significant steps towards leveraging digital technologies and delivering targeted content for HCPs at scale. Collaboration between Medical, Commercial and Marketing functions is still seen as the key to achieving the best approach to engagement. Indeed, in some organizations, the digital capabilities of Medical Affairs are already catching up with those of commercial functions, a reflection of the strong preference among HCPs to engage more with Medical.
However, even today, traditional engagement practises remain guiding principles in many organizations, with companies often having duplicate but largely separate views of a customer across different departments or business units. These systems make it very difficult –maybe even impossible – to engage with customers in a way that drives coherent, positive experiences.
Produced by Reuters Events and Exeevo, with contributions from Fonny Schenck (MD Across Health, EVP Precision Value & Health) and other leading voices in omnichannel customer engagement and biopharma, this whitepaper explores how pharma can transform the way it serves customers by:
- Orchestrating physical and digital activities across the organization
- Mastering tailored content and sharing across functions
- Exploiting the potential of digital to help serve all customers, not just key accounts
- Reshaping goals and metrics around how well the customer is served
- Giving Medical Affairs more say over relationships with HCPs
Further reading:
- Access our previous whitepaper The Power of Sales and Marketing Collaboration for Omnichannel Engagement, and discover how pharma can empower sales and marketing to share a common 360° customer view
- Webinar: The power of marketing & sales collaboration for omnichannel engagement
