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Home Insights Hub The 2021 Health Trends Series Peer-to-Peer Realignment
Trends

Peer-to-Peer Realignment

January 28, 2021
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Do our events and content translate into the different kinds of engagements physicians expect today? Is virtual enough for your unique advocate and influencer community?

Peer-to-Peer Realignment

2021 Health Trends

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2021 Health Trends - Peer-to-peer Realignment.png

2021 Health Trends - Peer-to-peer Realignment
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If there has been one thing that was a sure thing for physicians, it was access to their peers. Nearly all attended in-person events over the course of a year, from advisory meetings to dinners with key opinion leaders, to congresses and conferences. Those ties were abruptly broken when events went virtual or shuttered.

Doctors have filled in that missing peer-to-peer space with ad hoc teleconferences with colleagues and virtual meetups at virtual conferences. For many, something is still missing. As we approach 2021, look for an increasing divide between prescribers and influencers who expect to have face-to-face opportunities again and those waiting out the vaccine, or the end of the virus. One-size-fits all engagements won’t be enough in the years ahead. Peer-to-peer engagement will become much more segmented, increasingly peer-led and demanding of post-Zoom creativity.

Did you know...

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75 percent of physicians reporting ad-hoc teleconferences with peers.png

75 percent of physicians reporting ad-hoc teleconferences with peers

75%: In the absence of many industry events, physicians are finding their own ways to connect. 75% reported having daily to monthly ad-hoc teleconferences with peers. 48% are specifically using videoconferencing for that purpose.

— Syneos Health, 2020

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42 versus 32.png

42 percent vs 32 percent

42 vs. 32: In a survey of 250 physicians in the summer of 2020, 42% said they were unlikely or very unlikely to attend in-person networking in the year ahead, assuming a vaccine is not available. However, 32% said they were likely or very likely to go in person. For advisory boards, 47% are unlikely to go in person, but 29% are likely. When thinking about meals with opinion leaders, 49% unlikely, 30% likely.

— Syneos Health, 2020

 

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The 2021 Health Trends Series
The Physician Context
Omnichannel Maturity
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Chapters

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Privacy and Convenience
Chapter:
14
Retention Reboot
Chapter:
15
Acute Uncertainty
Chapter:
16
Combating Complexity
Chapter:
17
China: The New Pace Car of Change
Chapter:
18
Forming the Future Field

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The 2021 Health Trends Series
July 1, 2021
The Physician Context
January 28, 2021
Omnichannel Maturity
January 21, 2021
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