A Guide to Remote Communication
COVID-19 changed the Health Care Professional (HCP) interaction playing field. In the early days of the outbreak, as HCPs figured out how to navigate the disruption, total representative-to-HCP discussions dropped to about 45% of the pre-pandemic baseline, with almost all the contact being remote and non-personal. Whatever the reasons, it seems evident that the global pandemic has acted as a behavioral trigger for HCPs, pushing them to prefer personal engagement in a virtual space. Consequently, there has been an explosion in the number of virtual meetings between the industry and their stakeholders as this became the only option for communication. The undeniable truth is that the industry’s fondness for in-person meetings was steamrolled by the pandemic. Out of necessity, Pharma-to-HCP engagement has largely shifted from face-to face (plus some occasional non-personal promotion such as email, social media, web, etc.) to remote promotion including both phone and web-based interactions (plus increased non-personal engagement such as email, chat, etc.).
As an industry, we are yet to appreciate what the “new normal” will look like. But one thing is becoming clear: there will be more virtual meetings than prior to the pandemic, and those organizations that have invested in remote engagement skills, capabilities, and resources are those that will be best positioned to succeed in the new normal.
This guide will help you begin to develop your skills in becoming more impactful, memorable, and credible. We introduce the critical best practices you need to engage in effective remote communication. By fully understanding the variances in face-to-face versus remote communication, you’ll be more careful in acknowledging and planning for key differences.
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