HCP centricity in life sciences
Commercial
Healthcare professional (HCP) centricity has been a buzzword in the life sciences industry for over a decade. In 2020, Bain & Company [1] reported that 2/3 of companies were aiming to invest in HCP-centric initiatives. However, despite this emphasis, only a few have succeeded in creating engagement models truly centered around HCPs. It’s fair to say that the fundamentals of HCP engagement by life sciences companies have not changed significantly. Achieving a unified, harmonized engagement along the value chain requires a fundamental shift in focus, designing every aspect with HCPs in mind from start to finish.
Clinical trials: The first touchpoint
The journey begins with clinical trials, where a dedicated individual facilitates discussions on trial investigations. This stage typically marks the first interaction between an HCP and a life sciences company, setting the tone for the entire engagement. Unfortunately, many companies overlook the importance of documenting this interaction, focusing instead on trial results and scientific data. This is a missed opportunity to provide value to HCPs, offer services, gather market insights, and obtain initial consent for further communication—a mindset that should come much earlier in the value chain.
Consistency across the lifecycle
Post-trial, the relationship should not wane. The same system access and single point of contact should remain intact, providing a seamless experience for the HCP. When logging medical inquiries, the process should be straightforward and user-friendly. Similar to any customer touchpoint, whether addressing an access-related question or a deep medical query, the response should be convenient and tailored to the HCP’s needs, not the company’s. This continuity helps HCPs seamlessly transition to market access discussions as the product launch approaches, maintaining their central role in the process.
HCPs expectations for engagement are evolving dramatically
Launch and market engagement
When the product reaches the market, the engagement approach should remain consistent, focusing on value for the HCP, typically through data [2]. A Deloitte report found that 78% of HCPs expect to see data presented in a way they prefer to consume it. Moving from a push to a pull engagement model is crucial for true customer centricity. Additionally, maintaining a single point of contact simplifies the process for HCPs, making it more efficient for them to access the information they need.
Ongoing support and transparency
The initial systems used during clinical trials should continue to support HCP interactions, including transfer of value reporting. This ensures that HCPs can easily track payments and other transactions through their established point of contact. Viewing these interactions from the HCP’s perspective and streamlining them fosters a truly customer-centric approach. In the future, a harmonized system across companies could facilitate HCP-industry interactions, eliminating the need for multiple logins—a true hallmark of customer centricity. We already see some progress in the medical affairs arena [3], with many life sciences companies working together to offer a single platform for HCPs.
Achieving true HCP centricity
Reaching this level of HCP centricity demands significant effort and robust systems. Leading providers like Veeva Systems are instrumental in supporting this transformation. At BASE life science, we are committed to offering a roadmap to achieve this change, benefiting the industry, HCPs, and ultimately, patients.
By focusing on consistent, HCP-centered engagement from clinical trials through to market interaction and beyond, life sciences companies can foster stronger, more effective relationships with healthcare professionals.
References
[1] Bain & Company, “Pharmaceutical CRM Effectiveness Survey 2020”
[2] Deloitte, “2021 Healthcare Provider Expectations Report”
[3] SRD Pilot from MILE
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