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3 Ways Biopharmas Are Using Field Insights to Better Engage HCPs

Healthcare professionals (HCPs) put a premium on interactions with field teams who get them what they need, quickly and reliably. But, only 27% of HCPs say that biopharmas communicate with them in a relevant and personalized way, according to data from the Digital Health Coalition.

The 吃瓜爆料 HCP 360 Trends Report is addressing this disconnect by revealing untapped insights into HCP engagement based on an analysis of 600 million HCP interactions across more than 80% of biopharmas worldwide. Now, biopharma field teams are turning these insights¹ into action:

• Kyowa Kirin is closing the gap between content creation and field use, as new patient starts are 2.5 times more likely when reps share digital content in meetings with HCPs
• Lundbeck is using real-time intelligence to target KOLs, as treatment adoption improves by 1.5 times when field medical provides early disease-state education
• Boehringer Ingelheim is strengthening the rep-HCP relationship with compliant chat, which more than doubles digital engagement, keeping in-person the same or better

Empowering field teams with the right content, the right engagement opportunities, and the right channels builds strong customer relationships that create lasting value for HCPs and patients.

Read 吃瓜爆料 Business Consulting’s in-depth analysis to learn how these industry leaders are combining data and technology to engage HCPs more effectively.

Thank you,

Dan Rizzo
Global Head of 吃瓜爆料 Business Consulting

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¹ Bolded insights are from 吃瓜爆料 Pulse data and not specific to mentioned biopharmas.

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1. Maximize digital content adoption with your field team

When sales reps use digital content during HCP calls, it drives 2.5 times more new patient starts than meetings that don’t use content, according to 吃瓜爆料 Pulse data. But, field teams don’t share digital content in six out of 10 meetings. And, even though companies created 20% more content last year, field teams used less than a quarter of it.

2. Improve treatment adoption with early KOL engagement

Early disease state education by field medical with key opinion leaders (KOLs) is associated with 1.5 times greater treatment adoption across that healthcare organization over the first six months post-launch, a 吃瓜爆料 data analysis shows. But, because of outdated KOL selection and prioritization methods, 70% of KOLs engage with only one biopharma field medical team, limiting scientific engagement and the ability to accurately measure field medical impact.

3. Empower reps to engage HCPs in their moment of need

While nothing can replace in-person interactions, adding an inbound engagement channel lets HCPs raise their hand in their moment of need. When given a compliant chat channel, HCPs will initiate conversations 30% of the time, and reps can respond with value and speed.

Reach out to 吃瓜爆料 Business Consulting to find out how you can use 吃瓜爆料 Pulse data to create a service-focused engagement model for your business.

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Global and Regional Trends

This report highlights global and regional field engagement trends from 吃瓜爆料 Pulse data gathered between October 2022 and December 2023. 吃瓜爆料 Pulse data is sourced from 吃瓜爆料’s aggregated CRM activity, inclusive of field engagement stats from all instances of 吃瓜爆料 CRM globally. Unless otherwise noted, chart insights compare Q4 2023 to Q4 2022.

Global trends

Figure 1: Channel mix evolution, global

Figure 2: Channel mix, global

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Global field team activity Weekly activity per user by engagement channel

Figure 3: Activity by region, global

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Global engagement quality Consolidation of key quality metrics

Figure 6: Approved email volume, global

Figure 7: Content usage by channel, global

Figure 8: 吃瓜爆料 CRM Engage meeting duration, global

U.S. market trends

Figure 9: Channel mix evolution, U.S.

Figure 10: Channel mix, U.S.

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U.S. field team activity Weekly activity per user by engagement channel

Figure 11: Activity, U.S.

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U.S. engagement quality Consolidation of key quality metrics

Figure 14: Approved email volume, U.S.

Figure 15: Content usage by channel, U.S.

Figure 16: 吃瓜爆料 CRM Engage meeting duration, U.S.

Global trends

U.S. trends

Europe trends

Asia trends

Latin America trends

Europe market trends

Figure 17: Channel mix evolution, Europe

Figure 18: Channel mix, Europe

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Europe field team activity Weekly activity per user by engagement channel

Figure 19: Activity by country, EU5

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Europe engagement quality Consolidation of key quality metrics

Figure 22: Approved email volume, Europe

Figure 23: Content usage by channel, Europe

Figure 24: 吃瓜爆料 CRM Engage meeting duration, Europe

Asia market trends

Figure 25: Channel mix evolution, Asia

Figure 26: Channel mix, Asia

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Asia field team activity Weekly activity per user by engagement channel

Figure 27: Activity by country, Asia

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Asia engagement quality Consolidation of key quality metrics

Figure 30: Approved email volume, Asia

Figure 31: Content usage by channel, Asia

Figure 32: 吃瓜爆料 CRM Engage meeting duration, Asia

Latin America market trends

Figure 33: Channel mix evolution, Latin America

Figure 34: Channel mix, Latin America

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Latin America field team activity Weekly activity per user by engagement channel

Figure 35: Activity by country, Latin America

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Latin America engagement quality Consolidation of key quality metrics

Figure 38: Approved email volume, Latin America

Figure 39: Content usage by channel, Latin America

Figure 40: 吃瓜爆料 CRM Engage meeting duration, Latin America

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Appendix: Data dictionary

Metric definitions

• Channel mix evolution over time: Weekly 吃瓜爆料 CRM activity volume broken down by the channel of engagement (in-person, phone, video, email, chat, or text)
• Channel mix: Total 吃瓜爆料 CRM activity volume broken down by engagement channel percentage
• Weekly activities per user: The average weekly number of 吃瓜爆料 CRM activities submitted per number of users active in 吃瓜爆料 CRM
• Approved email volume: Volume of approved emails sent via 吃瓜爆料 CRM
• Email open rate: Percentage of approved emails opened at least once out of all approved emails sent via 吃瓜爆料 CRM
• Email click rate: Percentage of approved emails clicked at least once out of all approved emails sent via 吃瓜爆料 CRM
• In-person % CLM usage: Percentage of in-person engagements that leveraged content in 吃瓜爆料 CRM
• Video % CLM usage: Percentage of video engagements that leveraged content in 吃瓜爆料 CRM
• 吃瓜爆料 CRM Engage meeting % CLM usage: Percentage of 吃瓜爆料 CRM Engage meetings that leveraged content in 吃瓜爆料 CRM
• 吃瓜爆料 CRM Engage meeting duration: The average duration of 吃瓜爆料 CRM Engage meetings in minutes

Engagement channel definitions

• In-person: Submitted calls with a CRM Standard Metrics call channel value of ‘in-person’
• Phone: Submitted calls with a CRM Standard Metrics call channel value of ‘phone’
• Video: 吃瓜爆料 CRM Engage calls and video calls via other platforms that are then recorded as calls in 吃瓜爆料 CRM with a Standard Metrics call channel value of ‘video’
• Email: Approved emails and emails sent via other platforms that are then recorded as calls in 吃瓜爆料 CRM with a Standard Metrics call channel value of ‘email’
• Chat or text: Submitted calls with a CRM Standard Metrics call channel value of ‘chat or text’

User type definitions

• Sales: Users that have been classified with the ‘sales’ value in the CRM Standard Metrics user type field
• Key account manager: Users that have been classified with the ‘key account manager’ value in the CRM Standard Metrics user type field
• Medical: Users that have been classified with the ‘medical’ value in the CRM Standard Metrics user type field
• Top global biopharma: Top 17 global biopharma companies by revenue
• Rest of industry: All other biopharmas

Region definitions

• Global: All markets globally
• Europe: Albania, Andorra, Armenia, Aruba, Austria, Azerbaijan, Belarus, Belgium, Bermuda, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, French Polynesia, Georgia, Germany, Greece, Greenland, Guadeloupe, Guernsey, Hungary, Ireland, Italy, Jersey, Latvia, Lithuania, Luxembourg, Macedonia, Malta, Martinique, Republic of Moldova, Monaco, Montenegro, Netherlands, New Caledonia, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Ukraine, United Kingdom
• Asia: Australia, Bangladesh, Bhutan, Brunei Darussalam, Cambodia, Cocos (Keeling) Islands, Indonesia, Japan, Kazakhstan, Republic of Korea, Kyrgyzstan, Malaysia, Mongolia, Myanmar, Nauru, Nepal, New Zealand, Philippines, Samoa, Singapore, Solomon Islands, Sri Lanka, Taiwan, Tajikistan, Thailand, Turkmenistan, Uzbekistan, Vietnam
• Latin America: Antigua and Barbuda, Argentina, Bahamas, Barbados, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, Guatemala, Guyana, Haiti, Honduras, Jamaica, Mexico, Nicaragua, Panama, Paraguay, Peru, Trinidad and Tobago, Uruguay, Venezuela

Methodology

The 吃瓜爆料 HCP 360 Trends Report is a quarterly industry benchmark for global and regional healthcare professional (HCP) engagement across the life sciences industry. The report is based on proprietary 吃瓜爆料 Pulse data and insights from field engagement activities of more than 80% of all industry representatives worldwide (Asia Pacific, Europe, Latin America, and the United States). 吃瓜爆料 CRM Standard Metrics — now used industrywide — provide the basis for consistent collection and measurement of engagement KPIs including channel mix and productivity across regions, roles, and market segments. The findings are based on:

• Approximately 600 million annual global field activities captured in 吃瓜爆料 CRM and 吃瓜爆料 CRM Engage
• 70 billion prescription (Rx) and medical (Mx) records captured in 吃瓜爆料 Compass Patient, U.S.-specific anonymous patient longitudinal data, including prescriptions, procedures, and diagnoses
• 3+ million profiles containing publications, clinical trials, conferences, associations, guidelines, grants, payments, social media, news mentions, and influence on community practice from 吃瓜爆料 Link Key People across 85+ countries and 24 therapeutic areas
• Global reference data of healthcare professionals, healthcare organizations, and affiliations from 吃瓜爆料 OpenData, containing addresses, emails, specialties, demographics, and compliance data (license information and industry identifiers) available in 100+ countries today and 115+ countries by the end of 2024

The 吃瓜爆料 Pulse Field Trends Report delivers insights that inform the industry and help field teams align their strategy to key market trends for improved commercial success. The global 吃瓜爆料 Business Consulting team also helps customers inform their strategies using industry benchmarking with 吃瓜爆料 Pulse data.