Vartelus, changing the commercial model
for the modern world.
HCP Engagement
The commercial model needs to change for pharma to optimise the opportunities new technologies bring to the market. We’ve seen it happening gradually over the last twenty years, but Covid-19 has been a catalyst in the demise of large sales teams – the era is over.
Human sales teams are expensive and remain perhaps the highest overhead for any business, and with the fact that 50% of HCPs no longer wish to see ‘company representatives’ [Reuters] be they sales or medical support, and with daily HCP contact rates at around one per day, interactive discussion about brand messages and supporting product and medical information is slow to reach the desired audience.
There is still a very strong need for human sales and medical teams, but a streamlined approach with the most experienced and skilled team members, augmented by supportive technologies, seems to make perfect sense thereby optimizing ROI and reducing the compliance risks, inconsistency of messaging, and misalignment to brand strategy.
HCPs find it hard enough to see patients post-Covid-19 and have started to adopt new ways of working and getting the information they need. We all want our information at a time to suit our schedules and in a way we can easily access.
Vartelus enables pharma to engage in a new way with HCPs who will not see representatives yet value the opportunity to maintain a relationship with the industry. It is designed to educate and provide product and medical information and data about pharma brands to HCPs. This results in them feeling confident to prescribe medications and devices and assured that their patients are better supported.
HCP-led engagement with a Digital Human concierge.
Vartelus is leading the evolution of HCP engagement by combining medically approved information, qualified real-life experience, and brand strategies to deliver engagement with HCPs with compliant, consistent, and unlimited information, on-demand 24/7.
A highly cost-effective way to extend marketing reach, optimise ROI for digital marketing tools, significantly increase and accelerate HCP contact coverage and frequency, all combined with enabling HCPs access to unlimited brand and medical content when they need it most, and at their convenience.
Digital humans replicate the human to HCP engagement to a large extent and become trusted advisors that acts as a concierge guiding the HCP through the various topics available so that they select what is relevant and of particular interest to them – ‘pull engagement’.
In addition to conversation, the digital human will provide answers to questions that are 100% compliant and consistent, and 100% aligned to brand strategy, plus will check understanding, and can offer HCPs access to a full range of supporting and educational material for example, videos, clinical papers etc.
As necessary the digital human will enable contact with a human sales representative or MSL to provide further information. Insights generated from interactions populate CRMs to better prepare human sales and medical teams for more-informed face to face discussions plus, the insights will help shape the omni-channel strategy for individual HCPs and their specific needs and preferences
Vartelus, HCP-led Engagement.
Thought Leaders, Omni-channel, and ChatBots.
Many thought leaders predict significant further reductions in sales team sizes over the coming years because of emerging changes, some mentioned above. Pharma and Healthcare providers must consider new ways to engage with physicians who don’t have time to see people yet still want to benefit from the support Pharma can bring in terms of education and support.
Some might advocate ‘omni-channel’ as the solution, and indeed huge investment has been made there, yet physicians are saying “enough”! For example, in the USA, a physician has some 4,000 Apps to consider, but that’s too many and they are too complex.
ChatBots seem to be the latest ‘trend’ but they’re fast being left behind; who has a good experience with a ChatBot at a bank, utilities, or phone provider? The fact is the general perception of ChatBots is very poor and no matter how much better they become the negative perception will remain.