Guide to Strategic HCP Segmentation Posted on July 20, 2022March 4, 2025 by Andrii Nikulin Imagine you wake up an omnichannel marketer and ask: What does omnichannel strategy implementation start with? We bet you’ll say segmentation among the mumbled words. Any decent omnichannel strategy requires proper target audience segmentation; pharmaceutical marketing is no exception. And here’s the thing. Pharmaceutical marketing is a specific area where an omnichannel marketer cannot simply use best practices from other industries and hope they’ll work out. In this article, you’ll discover what’s unique about healthcare professional market segmentation. We’ll stress the main advantages, review the key criteria, and analyze current and future segmentation practices. Before getting started, let’s figure out: What Is HCP in Marketing? HCP’s meaning in pharma has different interpretations. HCPs stand for healthcare professionals, providers, or practitioners. HCPs can be individuals like physicians, dentists, nurses, pharmacists, or institutions like hospitals, clinics, and nursing homes. Healthcare professionals have diverse roles in the industry and engage with patients in various ways. It’s crucial to understand that not all HCPs can be your target audience, however, all HCPs are important when it comes to pharma marketing. What Is HCP Segmentation? (And What Is Not) HCPs segmentation refers to any practice of dividing a target audience into segments according to a set of relevant principles. On an intuitive level, all of us in marketing have that notion: you have a target audience that is a mixed crowd, but you want to be relevant and innovative to as many of them as you can. In other words, instead of offering everyone at a party a glass of wine and a steak, you want to cater to those who won’t go for that first option. In terms of a healthcare professional audience, physicians are different too. No one can reasonably expect that an eDetailing slide or other traditional content focused on patient challenges or costs will compel everyone to consider prescribing. If we take that analogy further, it may seem that the more segments there are, the better. In reality, though, it is not the case. First of all, there is content — if you have too many segments (carefully sliced up by your analysts based on a 12-dimensional matrix), each containing a handful of HCPs, there will be more of these categories than agencies available to craft all that content. Secondly, humans are highly complex. The account you find in one segment today may appear in a different one tomorrow. When done correctly, omnichannel approach is a powerful tool that can furnish monstrous amounts of customer data. Thus, it is crucial to remember what omnichannel audience segmentation is and is not: It is NOT segmenting based on anything you can think of, down to loads of tiny segments just because you can It IS segmenting based on the criteria relevant to your business, brand, and situation Main Benefits of Pharma HCP Segmentation The benefits of well-segmented campaigns are immense. Your tactics are more powerful, and they yield better results. With proper segmentation, you can identify more precise pharma HCP engagement moves. Based on actual needs, these moves are likely to involve HCPs. That impacts conversion even in a non-personal digital promotion channel like online ads. The conversion rate for targeted ads rises from 2.8% to 6.8% — more than twofold. The affinity between brand and customer increases, and it impacts loyalty. Essentially, it’s a principle similar to providing the beyond-the-pill value in pharmaceutical promotion. If life science professional feels there’s so much more to interacting with the brand than just listening to standard central messages, they’re more likely to perceive this value favorably and become loyal brand advocates. Quality leads. One of the best things about doing segmentation right is that once you have identified a segment, the audience within that segment that was under your radar suddenly becomes more accessible. You already have the content and methods to provide them the value they seek. Brand image and perception in the community. Customers form communities, and the power of reviews is enormous. That’s also true of the medical community, with key opinion leaders of different caliber swaying the fates of pharmaceutical products in entire regions. Segmenting your omnichannel campaigns will provide the life sciences professionals with targeted messaging and the reasons they personally need to refer to your brand as a trusted and valued one. Greater content personalization. Segmentation in Pharma allows companies to find the right audience and narrow it down only to those whose needs these businesses can meet. This strategy ensures that every service, piece of content, and even the smallest message or web banner is relatable to the consumers who encounter it. 80% of marketers consider personalization one of the biggest challenges, especially when integrating an omnichannel strategy, which makes segmentation one of the key ways to address this problem. Common Criteria for Pharmaceutical Market Segmentation A segmentation model or pattern is the combination of criteria you choose to segment a life sciences provider target. In some cases, it may be location, specialty, and the number of patients. In other cases, it may be the psychological type (see below), specialty, preferred channel, and beyond. Of course, these examples are too abstract because a more realistic combination is always focused on the brand, campaign, and many other specific factors. Here Are the Elements of Market Segmentation: Demographic data Age and gender Location For B2C: Income Ethnicity Family status For B2B: Industry Company size Position Translating this into the HCP-pharma market, we get: Age and gender Location Family status Specialty Employment at HCO Amount of patients Position in the community Behavioral data Purchasing habits Preferred channel of interaction History of interactions with the brand (frequency, proactivity, and beyond) In healthcare provider segmentation: Prescribing habits (open to innovation/experiment, traditionalist, and beyond) Preferred channel of interaction (rep calls, email, messengers, electronic health record) History of previous interactions (email open-rate, and beyond) Psychological data Personality (introvert/extravert, etc.) Values and priorities Interests For pharma marketing and HCPs, a similar list would apply as well. Geographical data What Is Special About Pharmaceutical Market Segmentation? For the most part, the segmentation components above have been developed in online campaigns, where the marketer is distant from the customer. But the pharma market lives in a different, much more individual reality with CRM and rep calls serving as a good launchpad. Pharmaceutical segmentation makes it possible for companies to find out what they should focus their marketing efforts on. It’s not just about understanding the problem and its solution, but also identifying who might need it and when. HCPs are busy, and usually, you have a window of just a few minutes per day to reach the right audience and make them interested in what you offer. The magic of pharma market segmentation lies in its ability to pinpoint the exact HCPs who would like to hear from you. Say you adopt more channels, each with its own metrics, and then start building a complete picture. How do you combine the two parts in your marketing strategy? It’s where it pays off to look closely at what the industry already has. Problem of Existing HCP Pharmaceutical Practices With the insight-collecting possibilities provided by CRM/CLM and the reps going from doctor to doctor, the market segmentation of the pharmaceutical industry would be more sophisticated for the F2F channel. However, it only seems that. In reality, most companies stick with a simplified segmentation pattern based on their immediate commercial goals. While reps may be instructed (ultimately by the global office) to collect data in the CRM, the actual decision-making for the cycle still often relies on two criteria: Loyalty Prescription potential The problem is that this is brand-centric, not a customer-centric model. Everything revolves around two questions: What can this account contribute to brand promotion, and is it worth it to sway their opinion? Of course, no marketer can escape these two factors, but this only tells how hard to try to engage, not how to engage. In this situation, the representatives possess insights into each healthcare professional, their preferences and psychological traits. However, representatives don’t decide what content to generate, at least directly. And it’s not too helpful with other channels than sales rep calls. By now, a big number of organizations use entire sets of digital channels with email segmentation often existing in a specific universe. Meanwhile, a smarter take on rep-collected metrics involves psychology. Psychographic Market Segmentation Nothing can be more beneficial in crafting high-ROI targeted campaigns than knowledge about the target audience’s psychology. In B2C and FMCG where omnichannel practices first emerged, things are less complicated than in pharma HCP marketing. Regulations don’t overshadow customers’ choices while making prescriptions requires a hefty dose of scientific evidence. However, as noted above, experienced and high-performing reps still use psychology in communications during their calls, if only to establish that famed personal connection with the provider. When you want to expand to multichannel and then omnichannel approach, the last thing you want to lose is that connection. Besides, being aware of what moves this or that segment of physicians to favor the product over others helps create innovative content that performs. That’s why companies are starting to include psychological data into their segmentation models, providing a further dimension. Some CRM systems have fields configured for this data. Currently, not many marketers use them in commercial operations planning, though. The trick here is to define what psychological traits will be helpful outside the CRM and in the global world of omnichannel HCP engagement. That which lies on the surface — introversion/extraversion, Myers-Briggs types, empathy scales — is not very helpful per se. That is until you find combinations that serve to determine common psychological types. For example, you may notice that the more pragmatic, cost-aware physicians are also patient-centric in their values. They’re generally more open to communications with pharmaceuticals regardless of their introversion/extraversion score. Such psychological typing helps develop and generate fragments for rep-triggered email campaigns that reps could combine before sending to HCPs. The same logic can be extended to HCP targeting strategies that include other digital channels. These channels influence healthcare professionals’ choices (and the choice of key messages) and behavior when building omnichannel customer journeys. Emerging Data Layers and Discrepancies As pharmaceuticals are embracing ever more channels, management boards come across targeting principles and models that are traditional to those channels. Take email (mass mailing, not the rep-triggered email). This channel comes with a targeting pattern that includes browser/device use and even habits when the customers open the emails (impacting sending time). The web has targeting practices too involving geolocation and other things tracked with click maps and SEO-related research. Do these models have life in pharmaceuticals? No doubt. Do they have value outside the channels they were developed for? Sometimes. What is the issue to solve? Few people take time to put these multiple models together and filter out what criteria are relevant everywhere, regardless of the channel. Instead of a brand-centric segmentation pattern we covered earlier, multichannel brings about a channel-centric one. This needs to be broken, and this break is part of the transition to the omnichannel experience. Integrating data from different channel-specific platforms is the tech side of the question and is already being implemented at many companies across the market. The next stage is a shift towards a truly customer-centric mindset. New HCP Targeting Practices in Omnichannel Marketing What is the future of HCP targeting and segmentation? What practices are sustainable in an omnichannel model? Various organizations are working on their models, tactics, and methods, but here are some common findings that our expertise at Viseven confirms. Implementation Process Thankfully, there is no need to start from scratch. A good practice is to build upon what your business has aggregated throughout the years: the customer base, CRM data, pharma HCP insights identified by reps, email metrics, and questionnaires. As you add more channels, find out whether the targeting segmentation that seems evident contributes to the overall ROI of the omnichannel campaign, not its channel-bound part. Another essential thing to remember is that segmentation is an ongoing process rather than a once-and-for-all initial step. Omnichannel approach starts with a segmentation process not chronologically but logically. You harvest additional data in the course of an omnichannel campaign. In a recent study, we described a case when the HCPs’ reaction to an automated email resulted in them either moving to the next step, the management changing the key message, or changing the channel to a messenger. It is natural to use the data on a message or channel preferences obtained in this way to segment the audience further along the way, refining the approach. Common Mistake We have briefly alluded to it when talking about the approximation analogy. It’s crucial not to make segmentation a goal in itself — refining here is not about creating an array of categories that multiply to produce a host of additional small segments of a target. It’s the message that matters. One should start thinking about the message (or messages) they want to convey. It’s in connection with the messages you want to get through that you can define what insights are relevant for segmentation solutions. Integrate at Every Step Finally, the most important point is that there should be one governing segmentation pattern above any channel, even above the CRM. That’s what makes the omnichannel approach different from extended multichannel solutions. It’s all about HCPs with their needs and the value your brand brings, not the possibilities of a single channel, however efficient. It requires a common data pool across channels and integration of the corresponding platforms that underlies it. With a robust, integrated omnichannel architecture, you can not only put together the data from CRM, email, web, or social, but make decisions based on the extended picture of customers you have. Currently, only 15% of pharmaceutical companies believe their approach to HCP engagement is omnichannel. This figure is expected to change in the coming years. However, many pharmaceutical organizations continue to grapple with numerous challenges that make their transition to omnichannel marketing impossible, including budget constraints and limited resources. With experience in setting up omnichannel architectures and campaigns based on the customer’s existing infrastructure and behavior, our experts know how to make your current technical and data capacities work to their maximum. Our team will create a new successful omnichannel mindset which you can then extend and scale. If you want to get more practical and actionable information, professional advice, and technical expertise on building a segmentable and segmented omnichannel strategy, contact our experts or fill the form below.
Healthcare Content Marketing Essentials: Channels and Strategies Posted on July 12, 2022March 4, 2025 by Andrii Nikulin Content is king. You’ve probably heard these three words many times. But only a few know that it’s the title of Bill Gates’ essay published on the Microsoft website in 1996. Here’s a little excerpt from it: The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies plan to create content for the Internet. Now, it’s finally true for healthcare and life sciences. In digital marketing, medical content is experiencing groundbreaking changes. Having gotten through the COVID-19 pandemic, we realized the pivotal role of technology in human interaction and business engagement. The Clinician of the Future 2023 report made by Ipsos reflects these significant changes: 73% of respondents see it as favorable for doctors to possess digital expertise, while 71% hold the same view for nurses; 48% consider it desirable for physicians to incorporate AI into clinical decision-making; 55% of clinicians view telehealth as favorable for serving as the primary method for routine checkups in the next 2-3 years, whereas 28% regard it unfavorably. More patients consider themselves customers. More healthcare professionals (HCPs) naturally require the same customer-focused attitude, where face-to-face visits are only the tip of the iceberg. It means that one of the healthcare marketers’ top priorities is to reconsider how they create and provide their medical content. Content management in Pharma has become more than just looking for the target audience and publishing suitable content; it now encompasses a holistic approach that integrates collaboration, data security, compliance, and many other elements. If you regularly google the equivalent topics to become a medical content ninja, you’re in the right place. Regardless of your target audience — patients, doctors, pharmacists, or any other group of HCPs — this tutorial will help you: discover the channels that are most necessary in medical content marketing; learn the tips to get started with these channels; grasp the practices to optimize your content strategy in healthcare and make it successful. Prepare a cup of your favorite beverage, and let’s begin! Most Vital Channels for Medical Content Creation A customer-first paradigm has widened the boundaries of medical content, its creation, and its marketing. With that in mind, we highlighted the most vital channels for medical content marketers so far: Medical Websites; Medical Blogs; Landing Pages; mHealth Apps; SMS; Messaging Apps; Social Media; Email; Video. Let’s analyze every channel and see how you can use them within your content strategy. Optimize your medical website content A website is a primary channel for any non-commercial institution or business in healthcare and life sciences. Most of the website traffic comes from search engines. That’s why when you create medical website content, you should optimize it according to the search engine optimization (SEO) practice called on-page SEO or on-site SEO. Also, any specialist who creates medical content for websites should comply with three factors that affect the website quality: User experience (UX) is a set of practices applied to make websites more convenient to visit. In other words, UX is how people feel when engaging with a website and its content. Medical websites with better UX get more conversions; User interface (UI) is the way people interact with a website. The typical UI elements of a medical website are menus, fields, tabs, buttons, and beyond. This specific type of medical website content requires in-depth analysis and research before creating. The level of UX mostly depends on UI; Customer experience (CX) is an overall impression of customers over a business. In other words, CX is how a medical brand engages with its clients. Here’s where website content plays a crucial role, along with customer support. A medical website should have enough content resources to generate traffic and constantly increase it. There are three main types of medical website content resources you can use for that: Webinars. Generate leads by inviting professionals and non-experts to online events to discuss various topics and trends; Events. Tell how your team participates in offline healthcare events such as conferences and presentations; Blog. Post about your business and niche using multiple kinds of healthcare content. Become an authority with an SEO-friendly blog Blogging is the best way to grow a medical website organically. If you regularly fill a medical blog with organic healthcare content, you’ll get the most influential source for increasing your website audience. At a proper pace, website traffic will increase, leading to more readers and conversions. More conversions result in higher profit. Here’s how to produce relevant, captivating, and high-quality healthcare content for this channel: Master SEO techniques. Learn how search engines work to improve the content writing process and boost the positions of your medical content on search engine page results (SERPs). Start with search engine optimization basics such as crawling, indexing, ranking, keyword research, competitor analysis, and link building; Write on multiple topics. Divide your content into a few categories to make it varied and engaging. These categories can include short articles about news and updates in your company (its services and products), research-based long reads, infographics about industry trends, and beyond; Provide unique insights. Publish information that no one posted before to become an industry influencer. Google loves it when content writing on health has real value. It can be case studies about clinical research, articles that contain statistics, interviews with clients (or patients), and beyond; Post regularly. Create content plans and schedule articles every month. The more you post, the more traffic you can generate; Share content via social media and email. That’s how you’ll facilitate the growth of each channel; Be patient. Keep posting no matter what. Blogging brings benefits in the long run. Create landing pages to convert your leads A medical landing page is a single-page website where your leads land after you engage them with your medical content on any other marketing channel. The goal of a medical landing page is to convert a lead into a customer. A medical landing page content depends on its marketing objective. Must-have content elements for a medical landing page: A catchy headline that shows the value; A simple copy that evokes interest; An image that reflects the landing page goal; The lead form for filling the lead’s personal information; A call-to-action button for collecting the lead’s personal information. Develop a mobile app to increase the target audience As of 2024, the global smartphone user base is expected to reach 7.1 billion. In the United States alone, more than 90% of the population owns a smartphone. mHealth apps span various categories among the top five funded digital health sectors in 2023, with consumer demand steadily increasing. The mHealth market size is forecasted to reach $861.40 billion by 2030. Medical content development in mobile apps can increase the target audience of any institution or business that belongs to healthcare: Health apps can be helpful to users who want to improve their health conditions; Healthcare marketing apps can help marketers optimize their daily activities, such as task organization, team communication, customer engagement, results tracking, and beyond; Doctor apps can streamline the medical affairs of healthcare professionals of any kind. In such an app, doctors can store documentation, track patient visits, provide instructions, etc.; Patient apps can assist users in a clinic or hospital with health monitoring, medication reminders, and other features. Note: Viseven can develop a mobile health app of any type according to your requirements and needs. Use SMS as notifications Short Message Service or SMS is a traditional medical content channel used by HCPs to send: Critical information like health alerts or test results; Educational information like diet or pregnancy tips; Reminders about appointments or prescription refills; Feedback collection requests. SMS sending recommendations: Choose the best sending time; Send only the information that has value. Boost customer experience with messaging apps As a decent alternative to SMS, messengers or messaging apps are an effective medical content channel to generate high-quality leads and make customer communication more personal. Here are a few tips to help your company connect with customers in conversation: Develop live chat with a chatbot for your medical website. Boost customer experience and optimize the communication for visitors searching for simple answers for basic information; Enable live chat widgets on your medical website. Allow customers to chat via the platforms they like. For instance, you can add Messenger and WhatsApp chat widgets to your medical website; Test messaging ads. Launch targeted advertising campaigns as an alternative to social media ads. Targeting online ads via messengers can be a profitable opportunity to boost marketing results. For example, Messenger ads can have 61% higher message-per-reach than photo ads on Facebook. When creating content for your messaging ads: Keep a copy short; Use visuals that attract attention. When answering your customers in messaging apps, don’t forget to: Respond quickly to gain their trust; Keep the conversation personal and friendly. Boost social media to build stronger connections Social media is an extraordinary tool that allows medical marketers to re-establish relationships with their audiences using a variety of content formats on multiple platforms. Three factors determine any medical social media strategy: Social media platforms. Before creating medical content for social media, figure out which platforms are the most important for your clients (or patients); Content formats. You’ll need to find the formats to bring more likes and impressions to your accounts. It can be anything from a text publication with a visual to an audio podcast; The type of content. In addition to creating organic posts for free, you can use an advertising platform like Google Ads or Facebook Ads Manager to target different audiences with online ads based on particular advertising objectives. If you want to succeed in creating social media content for healthcare, always listen to the feedback you get in the form of comments and messages, use a positive tone of voice, and be simple and precise. Here are a few important content touchpoints: Inform. Tell the news, schedule events, and do everything for everyone to stay up to date; Educate. Provide professional tips on the topics related to your healthcare niche; Inspire. Share reviews of satisfied clients (or patients), write human behind-the-scenes stories about your business and beyond; Support. Answer people who contact your profiles directly. Have a plan for medical content sent via email Email has always been a tried-and-tested channel in the medical world. However, the laws that worked a few years back have no power anymore. Even die-hard marketing professionals should accept that the email creation process in healthcare has become more consumer-centric. If you’re a rookie in sending such emails, here are a few basic practices to get started: Learn email marketing metrics. They’ll help you measure the success of your email campaigns. The primary metrics are open rate, click rate, bounce rate, conversion rate, spam score, return on investment (ROI), customer lifetime value (CLV), and cost per acquisition (CPA); Choose an email marketing platform. That’s the place where you’ll create and optimize your email campaigns; Segment your audience. It’s the first practice you should exercise once you choose your platform and set your goals. Email segmentation is necessary to send more relevant information and more specific offers; Experiment all the time. This practice is called A/B testing. Test different audiences and content to improve your results. A newsletter is the backbone of the medical content you send via email. Before sending your newsletter, you must have a comprehensive content plan that should conform to three things: Content. Plan the content to send valuable and attractive offers. The main thing here is to learn how to balance information and benefits in your content marketing for healthcare; Time. Choose the best days of the week and time of the day to send your medical content. If you don’t know when to do it, A/B test it; Frequency. Experiment with your emails to know the number of sending days. When creating your medical email, take into account the following: Subject line. Keep it relevant, engaging, straightforward, and short; Preheader. Find the golden middle between its length and the information you need to send; Body text. Pick ready-made email templates from your platform. To get better results, test different templates to find the best option. Shoot videos with best solutions for content (for medical video) Video marketing is one of the most powerful methods to promote healthcare products and services. It’s a perfect alternative to television which has been a traditional patient engagement channel for years. According to HubSpot: 86% of businesses use videos as a marketing tool; 92% of marketers claim videos are an essential part of their strategy. Unless you want to launch advertising campaigns, video is a must-use healthcare marketing practice because it doesn’t require a budget. All you need is a smartphone with a last-generation camera and imagination. It’s okay to focus on several platforms, considering the information above. It depends on your goals, the time you’re ready to spend, and your brand voice. Here’s how content practices on the major platforms differ from each other: YouTube — longer content that reveals the subject with lots of facts and details; Instagram — Stories adorned with text and stickers or tiktokish Reels; TikTok — concise, amusing videos. Here are a few golden rules you need to know before getting started: Viewers got used to watching tons of content every day. Lure their attention within three seconds; Viewers love storytelling. Create stories, not promotions; Test live streaming as an alternative to short and longer videos; Watch the content of your competitors and other creators to get more expertise. Watch a lot. How to Optimize a Medical Content Strategy Medical content can have an immense impact when created and targeted right. But here’s the question. What is medical content writing, designing, and targeting in its essence? It’s a lot of conscious efforts and hard work because marketers must simultaneously engage with multiple channels and hundreds and even thousands of customers. However, two advanced techniques can significantly simplify everything. Build an omnichannel environment Omnichannel marketing is a set of activities that provide customers with a personalized experience by integrating all online and non-digital channels into a single environment. It allows companies to use medical content and fulfill their objectives more effectively thanks to the ability to: Find out what content channels customers use and plan their journey in advance; Segment customers into multiple target groups; Tailor personalized information to customers at the right time and with no spam; Build consistent communication and strong connections with customers Automate omnichannel activities with the help of a single marketing platform. Master modular content creation The modular approach is a marketing practice that streamlines omnichannel pharmaceutical content creation by breaking down content into the tiniest possible semantic pieces called modules. A content creator can reuse, interchange, and customize modules across multiple channels and target audiences, which allows: Reduce content production period; Cut production costs and allocate smaller pharma content marketing budgets; Come up with large-scale personalized segmentation strategies; Accelerate the Medical, Legal, and Regulatory (MLR) review process for pharma content; Dedicate more time to other advertising affairs. Monitor the performance of your content Track how well your medical content performs. How can a marketer always ensure your audience genuinely enjoys your content? First, define the metrics you will track, such as conversions or tracking. Then, choose the tools suitable for the type of content you work with. You can also use various other methods to gather information about the performance of your content, such as polls, surveys, reviews, and more. Keep up with industry trends Every month, at least one trend arrives that everyone will be talking about. So, make the most of current trends to attract more customers and engage with your audience. From personalized medicine to artificial intelligence, a myriad of topics creates tons of discussions all over the internet, and it’s worth adding them to your content marketing ideas for healthcare. Reach out to the community According to The State of Influencer Marketing 2024, 85% of marketers believe that influencer marketing is one of the most effective forms of marketing. Collaborate with experts in the field as much as possible. From writing blog posts in tandem to conducting interviews, collaborating with influencers and experts can significantly boost engagement and enhance your content’s credibility. By partnering with healthcare bloggers and professionals, you can also increase reach thanks to content creators’ large number of followers. End-to-End Pharma Content Management Solution If you want to use omnichannel and modular approaches to accomplish your goals with medical content. In that case, Viseven can develop a custom end-to-end healthcare content management system based on your strategy. Send us an email or a message via a contact form to get a full consultation, and we’ll get back to you shortly. Also, you’re welcome to test eWizard — our content experience platform where you can create modular medical content for multiple channels. Want to learn more about medical content and pharmaceutical content management? Fill out the form below to get a consultation!
Top Commercial Benefits of Modular Approach Posted on June 23, 2022March 4, 2025 by Andrii Nikulin The faster digitalization goes worldwide, the more pharma companies find out about new tools and approaches for digital self-promotion. Digitalization brought new challenges to any industry related to online activities and social influence. Pharma and the specialties of pharma’s marketing appeared to be under influence as well. Modern days marketers are as good as quickly they adapt and overcome today’s challenges. The most successful of them create strategies to foresee the challenges of tomorrow. This is the reason why the omnichannel approach becomes a powerful methodology in the arms of a farsighted marketer. Omnichannel allows to both cover the whole customer’s perspective on the internet, reaching out to him wherever it is comfortable for them across channels, and provide them with an engaging experience, being flexible with content and message delivery from channel to channel. Being able to build a solid and at the same time flexible content production management for omnichannel purposes sounds like a never-ending nightmare full of additional costs and creative hell. Well, it is a truly unique experience, but definitely not a nightmare, and the ‘additional costs and creative hell’ part is quite overrated. The name of this idea is the modular approach, and it works perfectly when it comes to covering omnichannel issues. It may sound obvious or boring, but standardization is key. The main idea of effective resource usage is to standardize everything you can and personalize the rest to create unique and consistent modular content. The perfect thesis for omnichannel interaction will contain the same key message you promote in every channel with a small difference in delivery as different digital channels may require a certain attitude. In a few words, you can adapt it, but the core always stays the same, as you have a pre-approved solution. Modular content approach with omnichannel strategies: why they fit each other What does modular content mean in Life Sciences? Modular content itself is a combination of an image and text, organized relative to the content needs describing the required information in so-called blocks. These blocks can be combined depending on channel and purpose requirements, so they can be adapted to prints, landing pages, social media, and others. The best part of it all is that these blocks are reusable, interchangeable, and customizable. In a nutshell, modular content is the complex solution that helps to significantly reduce time and costs for content production, adaptation, and time-to-market. Let’s figure out how exactly this approach influences the commercial part of digital marketing. Why is it great for commercial purposes? How to decrease Time-to-market (TTM)? The first of the most uncomfortable issues that happen during content production is time planning. Missed deadlines are not only about additional costs for content rework or else, but also more about being on time with your product, ideas, or messages before someone else do the same instead of you. Fast TTM directly affects your sales metrics, as being first with something valuable in a market means winning the competition. Often, missing deadlines happen because of misunderstandings while collecting requirements and sharing them with your content agency or marketing team. Each separate detail of your plan has a chance to be lost, forgotten, or misunderstood which leads to more time spent on explanation or reference search. At this point, the modular content becomes a savior as standardization and unified branding design leave no space for incorrect interpretation but gives a lot of opportunities to go through past activities and find something to reuse or redesign. Thanks to the unification, there’s no need to look out for a branding design code or create content from scratch — go on with pre-approved modular content, interpreting it to suit your needs. Simple as that, the modular approach significantly improves your ability to self-representation and engagement. How to calculate cost efficiency? How much money have you spent on content creation agencies? Most often, agencies charge you for every separate asset that needs to be coded, localized, or reworked. The cancellation fee may cost up to 10% of the initial production cost. Along with standard content production issues like an unclear technical task, missed deadlines, or changed priorities, the price for being relevant to your audience in life sciences may cause a heart attack as the lack of standardization only creates more questions. From a modular perspective, there’s a way to significantly reduce the number of spendings as the modular content is highly reusable when it comes to gathering materials and coding automation. Metadata tagging allows searching for a needed piece of delivery faster and easier than usual research on the content subject. Again, thanks to unified branding and design assets, the change of missed time frames are reduced along with the possible cancellations. It’s easier to foresee upcoming spending and know how to balance your budget right when you know exactly what your end content should look like. How to measure content effectiveness? The main purpose of any content is to attract HCPs and call them to action in perspective. Without a clearly defined approach, the creation of supporting materials for any pharma company’s strategy becomes a mess and it doesn’t perceive as a whole concept. Of course, we know that a personalized customer experience approach always raises the number of KPIs, but personalization becomes a struggle to guess whether you need to concentrate on a new design or focus on the message delivery or else. The modules give you consistency in content management system and customer journey. A clearly defined initial thesis plus a unified design code make a perfect foothold to personalize it further, whether we are talking about a channel or HCP audience personalization. Modular content works perfectly for both cases, as it helps to collect the whole library of templates filled with unique meta tags for quick search. It becomes easier to navigate through sales representatives and local teams; as a result, sales reps become more satisfied as clearly defined modules allow them to precisely address the key messages in pharma industry. Reasons to try the modular content strategy Ecosystem. Implementing modular content into your daily marketing routine means building a whole development structure that changes many production aspects. Once you design and create your core modular templates, you are open to a huge number of opportunities. For example, being able to collect and analyze content interaction data and adapt content pieces accordingly significantly increases content re-use rate and reduces development costs. Along with that, content creation teams spent less time on gathering materials and creating concepts, as well as the risk of small mistakes, and MLR decline possibility is significantly reduced due to established and preapproved modules. The pharma sales representatives would be happy to work with clearly defined messages, personalized for particular needs without extra effort. Communication quality and agility. Modern HCPs are used to going through most of the pharma sales funnel without the direct involvement of representatives. It’s your top priority to make this way as comfortable, unobtrusive and engaging as possible, so your sales department will be able to catch that lead, continue communication and turn the lead into a customer. When it comes to such complex marketing approaches, as omnichannel in pharma marketing, the modular content reveals its potential as a tool for creating standardized messages that serve to close all possible conceptual gaps between customer and expert. Resource spending reduction. The best fact about the commercial benefits of the modular approach is the reduction of spending, as the modular content is based on template re-use and personalization technology. Stable production chains guarantee clear technical requirements, availability of required assets, and specific direction vector for development processes. The speed of modular content creation and content reuse increases in a few times. As there’s no need to regularly invent new ways of reaching out to customers’ points of interest, so the cost for development for all channels is based on what we already have and what can we do to adapt it for a certain case. MLR review. As your content strategy is based on modular content, there’s nothing to worry about MLR review and approval. Usually, it becomes such a pain to create, deploy and approve the piece of content for the medical legal regulatory review process as you rarely know what can be rejected and how much it would cost you to fix it. An unstandardized content development process usually only delays the process as your content creators must redo the whole work from scratch. However, the standardized modular content, built on previous feedback and highlighted for MLR representatives, significantly help to speed up the approval verdict. If the modules are approved once, content reuse becomes the everyday solution for marketing teams. Since all pharma companies dream about delivering their ideas to customers, the innovation of the digital era serves to translate these dreams into reality with a help of technologies and creativity. The more ways you find to deliver your messages, the more ways there are to raise engagement and make it more conceptual, and viral across channels. From the commercial point of view, modular content is the perfect marketing tool to optimize your production and delivery processes, increasing reply and interaction rates. It may sound a bit complicated for starters, however we provide full support during this journey with our educational materials and effective change management. Start implementing the module approach now. Don’t know where to start – ask our experts. We are here to help and guide.
The War In Ukraine is a Global Crisis, Not a Ukraine-Only Crisis Posted on June 17, 2022November 11, 2024 by Andrii Nikulin By this moment, four months of full-scale conquest war of Russia against Ukraine feel like a single day, and this day feels like years have gone by. Thousands of people have died, millions have been displaced, and tens of millions had to seek refugee elsewhere. Among these millions are Viseven staff. Our colleagues are also on the battlefields defending their motherland. Ukraine is close to our company’s heart. It is a country where many of us were born; it is a place many call home; it is the home that so many people had to leave because of missile attacks, artillery fire, and constant shelling over Ukraine’s territory. The Battle On All Fronts Ukraine’s battle runs in all fields: military, economic, informational, political, and social. Our main duty is to be helpful here and now, with the things you can do best and bring more profit for everyone. The same goes for businesses with Ukrainian roots —the companies now have a mission to support Ukraine’s economic state by paying taxes and salaries and providing high-quality services. Our mission is to save lives by improving communication To us, there is no better time to put that to good use by helping the people who protect the free world from the evil Russia brought upon Ukraine. In 2022, there should be no place for war anywhere in the world. There should be no room for a crisis that is felt throughout the planet. Russia’s war against Ukraine is not just against the Ukrainian people, it is against all the values that democratic societies share, and it is against equality and freedom. The People Helping and Protecting Viseven was founded in 2009, and ever since then, the company has been growing globally. That said, our Ukrainian background is always a huge part of us. We will always cherish freedom and human rights. Since the first hours of February 24 (the day the full-scale invasion started), Viseven decided to cut all business relationships in Russia and Belarus. The company voiced its position principal position is to not participate in any business activities with Russia and Belarus and any sanctioned countries, which are equated to terrorist ones. We truly believe we have no time to waste, so the company has not laid off any employees or contractual benefits. Speaking about benefits, Viseven’s policy of paying wages does not change. We support the economic function of Ukraine. Even though the ministry of digital transformation of Ukraine does not recommend recruiting IT specialists for military service, a special mention is that as of April 1, eight Viseven employees serve in the Armed Forces, and many of us participate in regular volunteering activities. We are proud of the dedication and perseverance of our colleagues, and we support their initiatives, providing the maximum of available information and opportunities. Our company and staff have raised over 100000 USD for the needs of the Ukrainian military. We managed to buy equipment, uniforms, and necessities to help the Ukrainians protect the free world. Check out the personal stories of our team members about life and work in the middle of a full-scale military invasion. Viseven’s business We are glad to say that the business process is stable and solid. Viseven keeps reducing expenses so that employees do not feel the economic impact of the war: Zhytomyr and Vinnytsia offices are temporarily closed, and the Kyiv office won’t exist in the usual format. However, the longer the war lasts, the more frugal and efficient we must be. We appreciate anyone who tries to walk in our shoes during these unfortunate events so that the clients’ understanding feels even more touching and provides more motivation to continue providing great service. Just like those who protect our lives and freedom at the frontline right now, we have no other choice but to stay strong and reasonable during this time to protect those who need it most.
7 façons d’augmenter la productivité des représentants médicaux Posted on June 14, 2022March 4, 2025 by Andrii Nikulin Si on s’interroge sur la manière d’améliorer les performances des représentants pharmaceutiques, il faut se poser une question simple : «qu’est-ce qu’être un représentant pharmaceutique ? Quelle est exactement la zone de responsabilité d’un représentant pharmaceutique ?» En cherchant la réponse, vous constaterez peut-être que le rôle clé d’un représentant pharmaceutique est de transmettre les idées et les messages du laboratoire pharmaceutique aux professionnels de santé de la manière la plus efficace, compréhensible et intelligible possible. Ainsi, la meilleure façon d’aider les représentants pharmaceutiques à améliorer leur service est de fournir toutes les informations, équipements et opportunités nécessaires pour améliorer les stratégies relatives aux professionnels de la santé. Explorons les nombreuses façons pertinentes d’améliorer les performances de la force de vente pharmaceutique. Commencez par une stratégie de vente axée sur le client La situation du marché professionnel est le moteur de la communication commerciale et industrielle. Ainsi, afin de ne pas passer d’innombrables heures à essayer de joindre le médecin, le représentant des ventes pharmaceutiques doit se concentrer sur le modèle de consommation. Cela dit, les représentants utilisant les dernières méthodes d’interactions étendues entre les clients afin de voir le succès venir à leur rencontre ont tendance à être à égalité avec leur stratégie pour atteindre les professionnels de santé. Il ne faut pas sous-estimer le pouvoir d’une interaction libre et individualisée entre les laboratoires pharmaceutiques, les prestataires et les patients. Il est donc nécessaire que les entreprises procèdent à des changements structurels et recherchent de nouvelles approches axées sur les clients. L’intégration des ressources et des connaissances technologiques peut être d’une grande aide à bien des égards pour qu’un représentant commercial se tourne vers le système axé sur le patient, pour atteindre le public cible à tout moment et fournir les informations requises. De plus, cela influence le processus de construction des connaissances, sans parler des relations prolongées et continues avec les clients. Équipez les commerciaux pharmaceutiques Le niveau d’équipement technologique montre le niveau de préparation des entreprises du secteur. Lorsque le représentant médical se tient à la porte des médecins, prêt à frapper et à démarrer le processus de communication, il doit se sentir prêt à présenter des informations et à recevoir les commentaires des prestataires. Il n’est pas nécessaire de surcharger les vendeurs en technologie pour chaque moment de la vie. Cependant, fournir une solution CRM et une plateforme de présentation utiles est un must absolu. Une solution CRM permet de collecter plus efficacement les données des professionnels de la santé, qu’il s’agisse de coordonnées, d’une description de poste ou d’un retour spécifique sur un produit actuellement sur le marché. La solution CRM de haute qualité devrait être en mesure de fournir aux représentants médicaux un certain nombre d’opportunités de communication pertinentes, allant des appels via VoIP à la planification des e-mails et des messages. Tout cela rend la communication entre les représentants médicaux et les professionnels de santé plus efficace et efficiente à tout moment et à l’endroit de votre choix. La plateforme de présentation intelligente est également un élément nécessaire de la pile de technologies de communication pour les délégués médicaux. La plateforme eWizard est la meilleure solution qui permet à la fois de gérer les présentations et de les montrer à distance. Préparez les représentants pharmaceutiques Votre base de données de contenu contient de nombreux supports différents pour les médecins : présentations interactives, plateformes d’apprentissage, conférences web, formations, etc. Cela fonctionne très bien pour l’implication et l’éducation des professionnels de la santé et devrait donc également être disponible pour les représentants médicaux pharmaceutiques. Vous pouvez fournir ces supports quotidiennement aux commerciaux à titre de mesure éducative pour accroître leurs connaissances en réalisant des enquêtes, des vidéos, des présentations, etc. En plus de la formation sur les documents de l’entreprise, vous devez leur fournir les dernières informations sur l’industrie pharmaceutique et les tactiques de vente. C’est d’une importance cruciale pour le représentant médical qui n’a pas plus de 3 minutes avec le professionnel de santé mais doit apporter des résultats par la suite. L’idée principale pour améliorer le niveau d’implication de votre représentant est de ne jamais le laisser dire : « Laissez-moi vérifier cela pour vous. Je vous rappelle. » Motivez les commerciaux pharmaceutiques Comme tout autre commercial, les représentants médicaux dépendent fortement de la motivation et de la rétroaction. Le travail d’un représentant consiste en de nombreuses heures passées à recueillir des informations et à essayer de les transmettre à court terme à quelqu’un qui peine à écouter. Le cauchemar typique d’un représentant commercial ressemble à ceci : beaucoup de temps et d’attention consacrés à quelque chose sans obtenir de résultat positif. Malheureusement, cela n’est pas inhabituel et peut conduire à l’épuisement professionnel des employés, ce qui est inacceptable pour tout le monde. N’oubliez pas que l’équipe de vos représentants médicaux est un outil pour transmettre votre message au public de l’industrie pharmaceutique. Vous voudrez peut-être garder cette équipe aussi saine que possible : créer une échelle de motivation, offrir des promotions, partager vos plans professionnels et chercher un moyen d’inspirer chaque membre. Un collaborateur inspiré et motivé cherchera lui-même des solutions. Sensibilisez les représentants médicaux De nos jours, tout le monde a accès à Internet, et, par conséquent, possède la capacité de s’auto-développer. Les professionnels de santé ne font pas exception en ce qui concerne l’industrie pharmaceutique. Par conséquent, il est extrêmement important de recueillir des données intelligentes sur les activités numériques, les réponses et les commentaires des professionnels de la santé et de les fournir à votre équipe de vente. Cela fonctionne très bien même à des fins stratégiques : le suivi des efforts des représentants médicaux dans la région choisie (par exemple, selon des critères géographiques) peut être effectué en quelques clics en ouvrant simplement les données de vente correctes. Chaque équipe, service et personne de l’entreprise doit clairement comprendre ses responsabilités, ses tâches et la manière dont on attend d’elle qu’elle les exécute. Chercher plus d’alignement, d’agilité et de productivité dans l’équipe mène à des changements continus et répond aux conditions du marché pharmaceutique. Laissez les représentants pharmaceutiques être courageux Un autre facteur de motivation sérieux est la capacité d’entendre « non » et de continuer à se rendre à la porte du professionnel de santé suivant. Accepter l’échec est extrêmement important pour chaque représentant médical. Peu importe son expérience, il lui faudra toujours faire face au refus d’un client. Manquer une bonne vente potentielle entraîne une frustration qui s’accumule et, à son tour, conduit à l’épuisement professionnel. C’est une façon traditionnelle pour tout représentant pharmaceutique de quitter son emploi. Ainsi, votre équipe doit apprendre de ses échecs et vous devez leur montrer comment les surmonter. La vérité est que plus vous échouez et apprenez, meilleur vendeur vous devenez. Passez du temps avec chacun de vos commerciaux pour tirer une leçon de chaque refus, afin que leur façon d’aborder les choses puisse être flexible et personnalisée pour toutes les circonstances difficiles de leurs clients. Gardez à l’esprit que la flexibilité va loin : s’il y a trop de pénalités suite à une absence de plan, votre employé pensera surtout à comment ne pas être verbalisé au lieu de rechercher l’efficacité. Gardez les commerciaux motivés Une grande motivation est toujours inspirante pour chaque personne. Essayez de les motiver de toutes les manières possibles. Il n’y a pas de meilleure chose qu’un chef d’équipe qui fait confiance à ses collègues. Un bon manager doit être capable de motiver les gens à travailler et être sûr des résultats futurs. Les collègues sont des pairs et l’ensemble de l’entreprise est une communauté, une famille. Transformez le travail quotidien en un processus plaisant. En effet, si vous inspirez les employés à voir de vrais objectifs et résultats futurs, ils travailleront sans aucun doute plus dur, en prêtant attention à chaque détail. Ce que vous en retirez Comme vous pouvez le voir, il existe de nombreuses façons d’influencer le processus de vente de votre représentant médical, de le rendre plus rentable et d’augmenter l’efficacité de la force de vente pharmaceutique. En un mot, le mieux que vous puissiez faire pour vos employés est d’essayer de se mettre à leur place et de voir ce processus de vente de leur point de vue. De cette façon, vous pouvez en savoir plus sur leurs besoins, en savoir plus sur le monde intérieur du marketing pharmaceutique et obtenir de nouvelles idées pour augmenter les ventes en pharmacie. Est-ce que ça sonne assez bien pour essayer ? Remplissez le formulaire ci-dessous pour nous contacter et découvrir nos approches qui vous aideront à être un champion de l’engagement dans le domaine de la santé et à amener l’efficacité de votre force de vente sur une nouvelle orbite.
7 maneras de aumentar la productividad de los representantes médicos Posted on June 14, 2022March 4, 2025 by Andrii Nikulin Cuando existe la duda sobre cómo mejorar el rendimiento de los representantes de ventas farmacéuticas es necesario hacer unas preguntas simples: “¿Qué significa ser un representante farmacéutico? ¿Cuál es exactamente el área de responsabilidad de un representante farmacéutico?”. Al buscar la respuesta, es posible que descubra que la función clave de un representante farmacéutico es transmitir las ideas y los mensajes de la empresa farmacéutica a los representantes de atención médica de la manera más eficiente, comprensible e inteligible. Por lo tanto, la mejor manera de ayudar a los representantes farmacéuticos a mejorar su servicio es facilitar toda la información, el equipamiento y las oportunidades necesarias para perfeccionar las estrategias relativas a los profesionales de la salud. Exploremos las varias maneras de aumentar el rendimiento del equipo de ventas farmacéuticas. Comenzar con una estrategia de ventas centrada en el cliente La situación del mercado profesional es la fuerza motriz detrás de la comunicación comercial e industrial. Entonces, para no pasar innumerables horas tratando de comunicarse con el médico, el representante de ventas de productos farmacéuticos debe cambiar el enfoque hacia el modelo de consumo. Dicho esto, los representantes de ventas que utilizan los métodos más recientes de interacciones extendidas entre clientes para conseguir el éxito suelen estar a la par con su estrategia para llegar a los proveedores de atención médica. No se debe subestimar el poder de la libre interacción personalizada entre empresas farmacéuticas, proveedores y pacientes. Por lo tanto, existe la necesidad de que las empresas realicen cambios estructurales e investiguen nuevos enfoques dirigidos hacia los clientes. La integración de los recursos y conocimientos tecnológicos puede ayudar de varias maneras para que un representante de ventas recurra al sistema orientado al paciente, llegue al público objetivo en cualquier momento y brinde la información necesaria. Además, influye en el proceso de construcción del conocimiento, sin mencionar las relaciones prolongadas y continuas con los clientes. Equipar a los representantes de ventas farmacéuticas El nivel de equipamiento tecnológico demuestra el nivel de preparación de las empresas del sector. Cuando el representante médico está de pie en el consultorio de los médicos, listo para tocar la puerta y comenzar el proceso de comunicación, debe sentirse listo para presentar información y recibir comentarios de los proveedores. No hay necesidad de sobrecargar a los vendedores con material tecnológico para cada instante de la vida. Sin embargo, es absolutamente imprescindible ofrecer una solución de gestión de las relaciones con el cliente (CRM, por sus siglas en inglés) útil y una plataforma de presentación. La CRM permite recopilar datos de los profesionales médicos de manera más efectiva, ya sea información de contacto, descripción del trabajo o comentarios específicos sobre un producto actualmente presente en el mercado. La CRM de alta calidad debería ser capaz de proporcionar a los representantes médicos una serie de oportunidades de comunicación relevantes, como llamadas a través de VoIP para programar correos electrónicos y mensajes. Todo esto hace que la comunicación entre los representantes médicos y los profesionales sanitarios sea más eficaz y eficiente en cualquier momento y lugar de elección. Una plataforma de presentación inteligente también es una parte esencial de la oferta tecnológica de comunicación para los representantes médicos. La plataforma eWizard es la mejor solución que permite tanto gestionar presentaciones como mostrarlas de forma remota. Preparar a los representantes farmacéuticos Su base de datos de contenido incluye muchos materiales diferentes para médicos: presentaciones interactivas, plataformas de aprendizaje, conferencias web, formación y muchos más. Funciona muy bien para la participación y educación de los profesionales sanitarios (HCP), por lo que también debería estar disponible para los representantes médicos de productos farmacéuticos. Puede ofrecer diariamente estos materiales a los representantes como un recurso educativo para aumentar sus conocimientos a través de la realización de encuestas, vídeos, presentaciones y más. Además de la formación sobre los materiales de la empresa, debe facilitarles la información más actualizada sobre la industria farmacéutica y las estrategias de venta que son cruciales para los representantes médicos que tienen menos de 3 minutos con el proveedor de atención médica, pero que deben obtener buenos resultados. La idea principal para mejorar el nivel de participación de su representante es nunca dejar que diga: “Déjeme revisar esto. Me pondré en contacto con usted”. Motivar a los representantes de ventas farmacéuticas Como cualquier otro representante de ventas, los representantes médicos dependen en gran medida de la motivación y retroalimentación. El trabajo de un representante consiste en dedicar muchas horas a recopilar información y tratar de entregarla en un corto plazo a alguien que apenas quiere escuchar. La pesadilla típica de un representante parece algo así: mucho tiempo y atención dedicados a algo sin obtener ningún resultado positivo. Desafortunadamente, esto no es inusual y puede ocasionar el agotamiento de los empleados, algo inaceptable para todos. Recuerde que su equipo de representantes médicos es una herramienta para llevar su mensaje a la audiencia de la industria farmacéutica. Es fundamental mantener este equipo lo más saludable posible: cree una escalera motivacional, ofrezca promociones, comparta sus planes empresariales y busque una manera de inspirar a cada miembro. Un empleado inspirado y motivado buscará soluciones por su cuenta. Sensibilizar a los representantes de ventas de productos farmacéuticos Hoy en día, ya que todo el mundo tiene acceso a Internet y, por lo tanto, capacidad de autodesarrollo, los profesionales sanitarios no son ninguna excepción cuando se trata de la industria farmacéutica. Por eso, es de vital importancia recopilar datos inteligentes sobre las actividades digitales, las respuestas y los comentarios de los profesionales de la salud y proporcionarlos a su equipo de ventas. Funciona muy bien incluso con fines estratégicos: hacer seguimiento a los esfuerzos de los representantes médicos en la región elegida (por ejemplo, según criterios geográficos) se puede realizar con unos clics con solo abrir los datos de ventas correctos. Cada equipo, departamento y persona de la empresa debe comprender claramente sus responsabilidades, tareas y cómo las deben realizar. Impulsar más alineación, agilidad y productividad en el equipo permite llevar a cabo cambios continuos y cumplir con las condiciones del mercado farmacéutico. Dejar que los representantes de ventas farmacéuticas sean valientes Otro factor motivacional importante es la capacidad de escuchar un ‘no’ y seguir yendo a la puerta del próximo profesional sanitario. Aceptar el fracaso es fundamental para todo representante médico; no importa cuán experimentados sean, siempre se enfrentarán a la negación del cliente. Perder una posible venta buena provoca frustración, que tiende a acumularse y, a su vez, conduce al agotamiento: esta es una receta típica para que cualquier representante de ventas de productos farmacéuticos renuncie a su trabajo. Así que haga que su equipo aprenda de sus fracasos y cómo superarlos. La verdad es que cuanto más fracase y aprenda de ello, mejor vendedor será. Dedique tiempo a cada uno de sus representantes de ventas para aprender una lección de cada rechazo, de modo que su flujo de entrega pueda ser flexible y personalizado ante cualquier circunstancia difícil que tengan sus clientes. Tenga en cuenta que la flexibilidad da para mucho, si sanciona demasiado por no tener un plan, su empleado solo pensará en cómo evitar ser multado en lugar de buscar la eficiencia. Mantener motivados a los representantes de ventas La motivación siempre es inspiradora; trate de motivarles de todas las formas posibles. No hay mejor cosa que la confianza del líder del equipo en los compañeros. Un buen gerente debe ser capaz de motivar el trabajo en las personas y mostrar seguridad en los resultados futuros. Los colegas son compañeros y toda la empresa es una comunidad y una familia. Convierta el trabajo cotidiano en un proceso de disfrute. De hecho, si los empleados ven objetivos y resultados futuros reales, sin duda trabajarán más duro prestando atención a cada detalle. Conclusión Como puede ver, hay muchas formas de influir en el proceso de ventas de su representante médico, hacerlo más rentable y aumentar la efectividad del equipo de ventas en las empresas farmacéuticas. En definitiva, lo mejor que puede hacer por su equipo es tratar de ponerse en su lugar y ver el proceso de ventas desde su perspectiva. De esta manera, puede aprender más sobre lo que necesitan, descubrir más sobre el mundo interno del marketing farmacéutico y conseguir nuevas ideas para aumentar las ventas de farmacia. ¿Suena lo suficientemente bueno como para intentarlo? Complete el siguiente formulario para comunicarse con nosotros y obtener información sobre nuestros enfoques que le llevarán al éxito en la interacción médica y catapultarán la efectividad de su equipo de ventas a una nueva órbita.
7 Ways to Boost Medical Reps Productivity & Maximize Sales Force Effectiveness Posted on June 14, 2022March 4, 2025 by Andrii Nikulin Once there’s an inquiry about improving pharmaceutical sales representatives’ performance, there’s a need to ask a simple question: “What does it mean to be a pharmaceutical representative? What is exactly a pharma rep’s responsibility zone?”. Looking for the answer, you may find that the key role of a pharma representative is to deliver the pharma company’s ideas and messages to the health care reps in a most efficient, understandable, and intelligible way. So, the best way to help pharma reps improve their service is to provide all necessary information, equipment, and opportunities to improve strategies relating to health care professionals. Let’s explore relevant ways to boost pharma sales performance. Who Is a Pharma Representative and How to Become a Pharmaceutical Rep? The pharmaceutical sector stands as one of the most significant assets in many regions worldwide, rendering it among the most promising industries to pursue a career in. And while there are many great opportunities for scientists and doctors, one role truly stands out: a pharmaceutical representative. A pharmaceutical representative, or ‘pharma rep,’ markets pharmaceutical products to healthcare professionals (HCPs) and educates them about new medicines. Typically employed by drug companies and manufacturers, their main goal is to build long-term relationships with HCPs, serving as a key source of information about new medications available in the market. Obtaining a degree related to this job is a crucial initial step toward becoming a professional pharmaceutical representative. The degree can be in any pharmaceutical-related field, such as chemistry or biology. However, earning a degree is just the beginning; there are several additional steps necessary to pursue a career as a pharmaceutical representative: Getting a certification. Many certifications provide learners with the knowledge and skills of a professional pharmaceutical representative, including information about laws, regulations, and standards. Certification is usually not required to get employed, but it will help your resume outshine your competition; Expanding a network. Attending events in the pharmaceutical industry, connecting with experts on social media, and making your account public are good ways to become acquainted with other professionals in the field and discover potential job opportunities; Acquiring the necessary skills. A professional pharmaceutical representative understands how to present to the public and swiftly build relationships effectively. This doesn’t necessarily require being extremely extroverted, but it does entail being adept at engaging with different types of audiences. The role of a pharmaceutical representative is an ideal career path for individuals intrigued by sales and eager to have a job in the pharmaceutical domain. By honing such skills as salesmanship and effective communication and gaining as much field experience as possible, individuals who aspire to excel as pharmaceutical representatives can quickly become the experts in the field. How to Increase Sales in a Pharma Company in 7 Steps? Now, it is time to delve into specific strategies to take Medical Reps’ effectiveness to another level. Start With a Customer-Focused Pharmaceutical Sales Strategy The professional market situation is the driving force behind business as well as industry communication. So, in order to not spend countless hours trying to reach the doctor, pharmaceutical sales rep needs to shift focus toward the consumer model. That said, sales reps utilizing the latest methods of extended interactions between customers in order to see success come their way tend to be on par with their strategy to reach HC providers. One should not underestimate the power of free individualized interaction between pharmaceutical companies, providers and patients. So, there is a need for companies to make structural changes and research new driven approaches to the customers. Integration of technology resources and insights can be of great help in many ways for a sales representative to turn to the patient-oriented system, to reach the target audience at any time, and deliver required information. In addition, it influences the knowledge building process. Not to mention the prolonged, continuing relationships with customers. Equip Pharmaceutical Sales Representatives The level of tech equipment shows the level of preparedness for companies in the industry. When the medical rep is standing at the doctors’ door, ready to knock and start the communication process, they should feel prepared in the way of presenting information and receiving feedback from providers. There’s no need to overload salespeople with tech stuff for every possible moment of life. However, providing a useful CRM solution and presentation platform is an absolute must-have. CRM allows gathering HCP’s data more effectively, whether it is contact information, job description or specific feedback on a product currently on the market. The high-quality CRM solution should be able to provide med reps with a number of relevant communication opportunities, from making calls via VoIP to scheduling emails and messages. All of it makes the communication between med reps and HCPs more effective and efficient at any time and place of choosing. The smart presentation platform is also a necessary part of the communication technology stack for medical sales representatives. The eWizard platform is the best solution that allows both to manage presentations and show them remotely. Prep Pharmaceutical Representatives Your content database contains many different materials for doctors: interactive presentations, learning platforms, web conferences, training, and many more. It works great for HCP involvement and education, so it should also be available for medical pharma reps. You can provide reps with these materials daily as an educational measure to increase their knowledge by making surveys, videos, presentations, and more. As well as the company’s materials education, you should provide them with the latest information about the pharmaceutical industry and sale tactics. It is urgently important for the medical rep who has not more than 3 minutes with the health care provider but must bring some results afterward. The main idea of improving your representative’s involvement level is never to let them say: “let me check this for you. I’ll get back”. Motivate Pharmaceutical Sales Reps Like any other sales representative, medical representativess highly depend on motivation and feedback. A representative’s work consists of many hours spent gathering information and trying to deliver it in the short term to someone who barely wants to listen. A typical sales representative nightmare looks like this: a lot of time and attention spent on something without getting any positive result. Unfortunately, this is not unusual and may lead to employee burnout, which is unacceptable for everyone. Remember that your med reps’ team is a tool for delivering your message to the audience of the pharma industry. You may want to keep this team as healthier as possible: create a motivational ladder, give promotions, share your business plans, and look for a way to inspire every member. An inspired and motivated employee will look for solutions on his own. Raise Awareness Among Pharmaceutical Sales Reps As everyone has access to the internet — and, accordingly, the ability to self-develop — nowadays, HCPs are no exception when it comes to the pharmaceutical industry. Therefore, it’s critically important to gather intelligent data about HCP’s digital activities, responses, and feedback and provide your sales team with it. It works great even for strategic purposes — tracking med reps’ efforts in the chosen region (for example, by geographical criteria) might be made in a few clicks by just opening the correct sales data. Each team, department, and person in the company should clearly understand their responsibilities, tasks, and how they are expected to perform them. Driving more alignment, agility, and productivity into the team conducts ongoing changes and meets the pharma market’s conditions. Let Pharmaceutical Sales Reps Be Brave Another serious motivational factor is the ability to hear ‘no’ and keep going to the next HCP’s door. Accepting failure is extremely important for every medical representative; no matter how experienced they are, they will always have a deal with the client’s denial. Missing a good potential sale leads to frustration which accumulates and, in turn, leads to burnout — this is a traditional way for any pharmaceutical sales rep to quit their job. So, make your team learn from their failures and how to overcome them. The truth is the more you fail and learn from it, the better salesperson you become. Spend time to each your sales representatives to find a lesson in every rejection, so their delivery flow can be flexible and personalized for any difficult circumstances their customers have. Keep in mind that flexibility goes a long way, too many penalties for not making a plan, your employee will mostly think about how not to be fined instead of looking for effectiveness. Keep The Sales Representatives Motivated Great piece of motivation is always inspiring for every person. Try to motivate them in all possible way. There is no better thing, that the belief of team leader in colleagues. A good manager should be able to motivate people to work and be sure of future results. Colleagues are peers and the whole company – a community, a family. Turn everyday work in enjoying process. Indeed, if to inspire employees to see real future goals and results, they will, undoubtedly, work harder, paying attention to every detail. Takeaways As you can see, there are many ways to influence your medical representative’s sales process, make it more profitable and increase pharmaceutical sales force effectiveness. In a nutshell, the best you can do for your team is to try to walk in their shoes and see this sales process from their perspective. This way, you can learn more about what they need, discover more about the inner world of pharmaceutical marketing and get new ideas to increase pharmacy sales. Does it sound good enough to try? Please fill out the form below to contact us and learn about our approaches that will help you be a champion in healthcare engagement and bring your pharma sales force effectiveness to a new orbit.
Viseven and Next Pharma Partnership Announcement Posted on May 16, 2022November 19, 2024 by Andrii Nikulin Viseven is happy to share its latest business venture – a partnership with NEXT. The two companies join forces to positively impact the future of the pharmaceutical industry and help healthcare providers focus their strategy on patients. The partnership is a sure sign of exciting opportunities for commercial leadership in the pharma and life science industries. The Next Pharma Summit in Dubrovnik, Croatia, is expected to be the sharpest commercial event in the pharma industry this year. Viseven will be among the many presenters and solution vendors at the conference. Benefits of Partnership The company continues to focus on the customer experience by sharing insights and providing access to more than a decade of digital communication expertise in the health field. “Such an honest relationship with partners, customers and employees generates amazing results. We at NEXT are very pleased to partner with colleagues from Viseven, who remind us that hard work, innovation and a “win-win” mindset, always create long-lasting relationships!” – Dario Safaric, Chairman at NEXT Pharma Summit The newest digital trends open more flexible ways for pharma businesses to get out of their comfort zone and head to systematic, efficient, and scalable omnichannel strategies and content factories. Digitalization and personalization of content are on the top of the agenda for modern companies. With the support of NEXT, Viseven is going to share its extensive knowledge of building trusted relationships with health care representatives. “We sincerely believe this decision is a sign that helps us create strong bonds between HCPs and pharma companies. The core idea of what we do is to improve the chain of communication between the pharmaceutical business. This partnership is an ideal solution for those who thrive to achieve great results in the field of technology. So, we have an amazing opportunity to share our vision and ideas and deliver more value in customer’s interaction culture.” — Anna Kondrashova, CMO, Viseven. Viseven Integration with Next Pharma Events Viseven’s experts help grow digital maturity in the pharma community via events like Next Pharma Summit. Attendees and followers of events organized by NEXT have an unprecedented chance to discover advanced analytics and learn more about the strategy and discoveries in pharma digital marketing. This May 17 and 18th, attendees from all over the world will head to Croatia for Next Pharma Summit. Solution vendors and specialists will be in Dubrovnik for one of the industry’s most-awaited events. Viseven experts will be there in person to provide all the answers about the company’s solutions for pharma. About Viseven We are a Global MarTech Services Provider for Pharma and Life Sciences with more than 10 years of expertise in the industry. The company’s solutions and products are actively used by TOP 50 Pharma companies in more than 30 countries around the globe. We enable a marketing transformation for enterprises of different sizes and digital maturity levels. Our expertise covers the entire range of relevant aspects, from modular content to customer journey management, aligning tech with strategic goals. About NEXT NEXT events bring together the top people and companies in the global pharma industry. Next Pharma Summit bridges commercial, sales, digital, and patient engagement speakers and keynotes for pharmaceuticals. The summit’s mission is to be the main event and authority for commercial and medical pharma present models and future trends. If you are interested in similar opportunities, please head to our partnerships page.
24/7 Content Factory: Center of Excellence in India Posted on May 11, 2022March 4, 2025 by Andrii Nikulin We are proud to announce the development of our latest business venture – a brand new Center of Excellence which is much more than just a content factory in Jaipur, India. Viseven is a Global Marketing Technology Services Provider for the Life Sciences and Pharma industries with over a decade of experience creating, managing, and providing exceptional services for its clients in many regions around the world. The Center of Excellence in India is yet another network affiliate on the long list of Viseven support teams worldwide who deliver and provide consistent and fantastic benefits for pharma and life sciences organizations around the globe. Presently, the organization features specialists who communicate with global clients in more than ten countries, including the United States, Canada, Argentina, France, Spain, Germany, Poland, and Ukraine. Scaling up Digital Content Factory The Center of Excellence in India will focus on scaling up the digital factory function, growing the client base, optimizing business processes, and bringing in an economy of scale. Viseven will build an experienced team and drive a wide range of initiatives to optimize performance through the intensive structure of state-of-the-art products and processes. The center will also begin to focus on content management strategy, consulting, real-time analytics, automation, artificial intelligence, agile methodology to improve content efficacy, reach, and efficiency. “The world connected by digital capacities leaves no space for uncertainty. This global connection is extremely important to building a secure business foundation for future growth. So, having a team around the world where every person has a remarkable vision and understanding of local specifics can boost chances to find our customer no matter where they are on the map. In the past few years, India gained a reputation as a serious player in the global digital market. We are truly looking forward to connecting our approaches, introducing new members to our team and ultimately saving lives by improving communication,” says Viseven CEO Nataliya Andreychuk Innovation for Life Sciences Companies With the next-generation innovation, Viseven continues to secure its place as a marketing pioneer working to develop a process that is smart, connected content strategy and delivery center which will bring visionary content delivery and management techniques that will allow the marketing company to improve its services for healthcare and patients. Based on the ingenious concept of “Innovation-in-content delivery” Viseven will work with advanced technology tools and domain experts to achieve and rise value to their customers. Viseven Digital Content Factory is a comprehensive set of smart solutions based on a single approach to content management across all brands, channels, and markets. The success behind a Content Factory is a creation of a coordinated team of experts able to cover content requests around the clock. Digital solution managers, liaisons, channel and project managers, and many other specialists ensure agile management and extensive digital content production on a global and local level. “Viseven Digital Content Factory key strength is their ability to run a “follow the sun” approach. Their teams work on the same projects from multiple locations worldwide, which reduces our time to market while providing fast-paced feedback to marketers.” adds Stephane Rochy, Global Delivery Lead at Biogen Local Teams For Effective Content Management Viseven enables an innovative governance system with components where a senior specialist is not only provides advice but is also involved in content production. Continuous service with more facilities for workload distribution provides better brand quality and quickly moves the process of content time-to-market, while a single development standard facilitates the exchange and access of materials, data, and tasks. Independent and unbiased QA experts minimize the risk of disruption to the content supply chain for users, adding a fresh look to content, fostering transparency and quick reaction. Local liaison and channel managers work as one single point of contact that operates in place to minimize confusion around the new processes and the coordination with different stakeholders. They coordinate workflow from first to last, covering: Compliance Former projects (continuity = consistency) Facilitated localization Channel specifics (not to waste effort on the content not likely to perform) All questions regarding implementation steps, use of the platform and all content types, and how it works. This flexible engagement model covers the whole process of content production from localization and adaptation, content delivery for medical approval, and publication to content review. Follow Viseven on social media to stay up-to-date on content management solutions for enterprises and more.
How to Solve MLR Hurdles with a Modular Approach Posted on May 4, 2022March 4, 2025 by Andrii Nikulin As the unstoppable technological progress flow changes the focus of our daily lives, it also introduces a fresh approach to the field of digital interactions. It becomes quite a challenge for life sciences organizations to keep up with modern marketing trends, especially concerning the highly regulated and compliant pharma and life sciences industries. If you are familiar with anything that is described as MLR review, you probably already know what it means. This acronym represents “medical legal and regulators review” — a process used in which life sciences companies ensure the compliance of their marketing and promotion materials with internal and external regulations and guidelines. Your business can use another name such as MMLR review or MRC review. What is Modular Content? A typical pharmaceutical company spends a massive amount of time and money creating an efficient marketing workflow that needs to go through the medical and legal regulatory review process to get approval later. This approval is the bottleneck moment in the marketing production process. If the medical, legal, and regulatory representative finds the marketing materials accurate, you’re a winner. In any other case, they send your great content back, and you spend more time and money editing the information provided. Essentially, the back and forth complex aspects of this feedback are the worst scenario for marketing content management with strict deadlines and a personal nightmare for content creative teams. This is where the modular content idea comes into play for pharma and life sciences companies and medical legal review MLR for short. The name should speak for itself: basically, a modular content strategy is built around a block of content that describes different data. Although it sounds simple in terms of marketing operations, this solution allows easy access for the medical legal regulatory review. It directly impacts the compliance and review processes. The modular content approach helps management spend less time and effort on content creation, not to mention the savings for the organization. In this article, we will discover what modular content is and how it helps to solve typical MLR hurdles for marketing content management. If you know anything described as an MLR review, you probably already know it. This acronym represents “medical legal regulatory review” — the MLR process in which life sciences companies ensure the compliance of their marketing and promotion materials with internal and external regulations and brand guidelines. MLR reviews are sometimes called MMLR review or MRC review – your business may use either one to describe regulatory compliance. The solution to the MLR review process Content creation takes a lot of time and money, and marketing teams spend a lot of resources trying to find an idea and make it attractive as well as sales-worthy for healthcare providers and the life sciences industry as a whole. When this highly creative and useful content gets cut or even declined by the MLR reviewers, it becomes a major pain for the entire marketing department or even the company. This pain is associated with hindering many processes in the organization, impacting the marketing production process, missing deadlines, work-overs, limiting efficient marketing workflow, and more budget spending. MLR review solutions can be unpredictable, so the modular content was created as a fresh approach to overcome typical MLR process hurdles. This approach makes the life of both MLR review team and content management creative teams – easier. A module is a stand-alone piece of digital content that consists of the main claim and supporting text or media. The easy-to-use blocks separate the content inside the module. These blocks can be predefined and organized according to the main content requirements and used in various forms, from SMM content and emails to interactive presentations like an eDetailer. Among the many advantages of the modules is the possibility of quick MLR reviews approval. Life Sciences Companies’ Problems Solved Time A large amount of original and creative marketing content management takes time to be created and thus approved. It can take up to a few weeks for MLR reviews and its representatives to check the compliance and approve every page or piece of your training materials or guidebooks. Suppose, for some reason, the medical legal and regulatory approvers declined a significant amount of content. In that case, you need to launch the production cycle once again: content needs to be reworked following the medical legal regulatory review solution and applied to the MLR review for approval once again. If everything is fine this time, you get your smooth process ready to go. Otherwise…welcome to yet another round. So, a module is a great solution to eliminate the many complex aspects — it needs to be approved to fit compliance and regulations only once. When it comes to creation, it won’t take time to use prepared assets and templates. Your organization needs to align it with the regulatory policy and send it for review. Once approved, such a module is automatically highlighted for medical legal regulatory compliance representatives, reducing the risk of MLR decline and starting rapid process innovation for life sciences and healthcare professionals. Workload fatigue Workload fatigue is simply a human factor in content management. When you begin to research and write a large amount of information, your eyes may get clouded with words and digits, and anyone in the organization can make an unconscious mistake. This is an unfortunate part of the process for both MLR and content makers: when the marketing team spends weeks creating something useful and original, an exhausted copywriter or designer makes one mistake that entirely spoils and wastes these work hours. Another example: a stressed and overloaded with tons of work regulatory compliance representative declines some presentations because of some small things they found incorrect. Both cases aren’t pretty for management in the face of processes like missing deadlines and budgets. The good thing is that module is built on expertise and templates. Template structure makes it easy to create and edit. Also, it uses only pre-approved information for medical regulators, so there’s no need for additional research or a second check once the module is approved. Such simplicity reduces the possibility of decline because of incorrect information or human error; accordingly, it makes the regulatory compliance i.e., MLR process, faster. Global to local scaling The pharmaceutical business is something that can be scaled up and down. Whether your company works globally or locally, each market has its own medical legal regulatory specifics in different territories. So, every time the management needs to reposition your product in a different country or state, you must change your marketing strategy to follow the local specifics and compliance requirements. It can become a real struggle for the management and content team to re-target the materials for a new market and apply them to MLR review as the content needs to be compliant. Again, the structure of modular content is flexible when it comes to changes. The blocks, templates, and informational fields drive rapid process innovation and can be easily replaced with the required ones while still be in compliance with MLR standards because of the pre-approved and localized content. Different HCP fields It may happen to promote one product in different HCP fields. For example, if you are going to promote the same treatment for different medical fields like endocrinology and gastroenterology, the MLR process will be applied for both directions separately. It requires additional expenses for the management on content creation and doubles the risk of being rejected by MLR in pharma, as each medical field has its requirements. At this point, the module also can be adapted accordingly to the specific case. To avoid many regulatory affairs, you can create a separate module template personalized for different cases and pre-approve it accordingly. Outcome As you can see, the modular content is quite a solid solution to the most common problems related to the MLR review process. The pharmaceutical industry is highly regulated, and thus, the medical legal regulatory process is very demanding for a business presentation, marketing, and promotional materials. Such circumstances make it difficult to develop high-quality content, adapt it to different MLR requirements, and avoid losing time and money. This is where modular content changes the situation. It is flexible, smart, and easy to develop for every case. The simplicity and interchangeability of data inside the module is the core idea that makes modular content a good communication tool that makes the medical legal regulatory review process easy and predictable. Pre-approve content modules for further reuse. Make the MLR approval process predictable — fill out the form below to get personal expertise!
