The attempts to fuse together these two have been enormously rewarding. A case has been described where a multichannel engagement solution took only 18 months to yield a 98% increase in knowledge, 95% in brand awareness – and boosted prescriptions 2,5-fold.
Again, success stories like this are possible because the different channels are fused into a single platform, which makes it easier for leads to access the information (think a 10 in 1 solution), but also easier for marketers to control and direct. Besides, there have long been calls for pharmaceutical communications to provide more valuable information alongside promotional storytelling.
A journey through the virtual classroom (read in any order)
So what should this multichannel educational solution look like from the outside? We are not talking about websites or digital libraries – after all, a virtual classroom is something bigger than these. In reality, this is a kind of (possibly community-based) platform that incorporates (a) different types of content; and (b) different ways of engaging with members of the community. Want to learn by yourself? Here’s something to read/watch/listen to. Want to ask? Here’s a contact AND the interface to do so. Want guidelines? Here you are, and don’t forget to check your knowledge with a quiz from time to time and see how you rate among your peers and colleagues.
A more in-depth analysis (and practical experience of eLearning) suggest many types of content can be paired to different types of engagement (e.g. video – comments, interactive content – surveying, presentations – detailing, etc.), so here are the optimal “building blocks” for a pharma Virtual Classroom.
And yes – starting from here, you can read these snippets in whatever order you want, because the users of the platform may access the information starting from any of these. A doctor interested in a particular compliance information may then proceed to read about how products compare, or address some research, or request a detailing session. There is no single “correct” order of doing things – every possible combination can provide learning results!