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As the quest for omnichannel goes on in life sciences, pharma marketers are revising the toolkit. Channels, methods, technologies are weighed against the cost of contact and the level of HCP engagement through each of the channels.
Rep calls, although costly and tied to a schedule that is often uncomfortable for the HCP, can provide insights and personal touch that are hard to get elsewhere.
Alternatively, email is flexible and provides more freedom to the HCP, but is still limited and not interactive.