Healthcare may be the last industry where product adoption and program success are so powerfully fueled by face-to face interactions: between the commercial field and practices/payers, among peers, and within site and clinical research associate networks. When those professional relationships quickly switched to digital, the industry shifted to digital replicates of everything from conversations to congresses.
As we enter 2021, we’re looking at an exciting range of ways to optimize and invent for the channels we spend the most time connecting in now. We’ll move past the fast pivot to a new era of creativity and exploration around how we create experiences as sticky in the digital world as they were in the giant congress halls.
How can we create - vs. simply repurpose - in virtual channels and how do we rebalance the mix of face-to-face and remote interaction as the world changes again?
100%: In a survey of 250 physicians, all reported attending at least one peer-to-peer event last year. Roughly half of doctors are open to attending virtual advisory, congresses and networking events in the year ahead.
55%: As of December 2020, over half of the regions in the U.S. were considered open to face-to-face rep detailing and 33% of actual calls were being made in-person. Both the virtual channel and the in-person one are ripe for disruption as Zoom fatigue sets in and detailing over masks and 6-feet gaps requires more ingenuity than the pre-COVID-19 tool set.
— Syneos Health, 2020
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