Who are no-see HCPs?
No-see HCPs are healthcare professionals who restrict or completely deny access to pharmaceutical sales representatives. This decision can be due to a range of factors, including time constraints, a preference for digital information sources, concerns about bias, or institutional policies. The trend is on the rise, with a significant portion of HCPs across various specialties choosing to become no-see.
Who are low-see HCPs?
In addition to the no-see HCPs, the pharmaceutical industry is also adapting to the emergence of "low-see HCPs." These healthcare professionals may not completely shut out pharmaceutical representatives but have significantly reduced their interaction frequency. Low-see HCPs might only meet with pharmaceutical sales reps under specific conditions or much less frequently than before. This change is due to factors similar to those affecting no-see HCPs, such as the rise of digital information sources, increased workload, and a shift towards more evidence-based, unbiased information sources.
Characteristics of low-see HCPs
- Selective Engagement: low-see HCPs are selective about who they meet and for what reasons. They may prioritize meetings based on the relevance and urgency of the information or the novelty of the product.
- Preference for Specific Communication Channels: They may prefer communication via email, social media, or professional platforms over face-to-face meetings.
- High Value on Time Efficiency: These HCPs demand concise, highly relevant, and valuable interactions, reflecting their high regard for time efficiency.
Reasons behind the rise of no-see and low-see HCPs
Digital Information Access: With the advent of digital technology, HCPs have unprecedented access to medical information online. This reduces their reliance on pharmaceutical representatives as primary information sources.
Time Constraints: HCPs are increasingly pressed for time, dealing with patient care, administrative duties, and continuous learning. Meetings with sales reps can be seen as time-consuming and less efficient compared to other information sources. 39% of physicians said they have not communicated with a pharmaceutical representative within the last six months, citing time crunch as the primary cause for less in-person interaction.
Regulatory and Institutional Policies: Tightening regulations and institutional policies aim to reduce potential conflicts of interest between HCPs and the pharmaceutical industry, leading to more HCPs becoming no-see.
Shift in HCP Preferences: There is a growing preference for unbiased, evidence-based information among HCPs, which they may feel is not always provided by sales reps whose primary goal is to promote their products. Only 14% believe that pharma representatives fully understand their needs, highlighting a gap that can be bridged by providing more relevant content at convenient times through preferred channels.
5 Strategies for Addressing the no-see Challenge
- Digital Engagement: Leveraging digital platforms for marketing and education can help pharma companies reach no-see HCPs. Webinars, online conferences, and digital resource centers can provide valuable information in a more convenient format for HCPs.
- Content Marketing: Providing valuable, unbiased, and educational content can help build trust with HCPs. This includes whitepapers, case studies, and clinical trial summaries that help HCPs make informed decisions without the perceived bias of a sales pitch.
- Peer Influence: Utilizing key opinion leaders and peer influencers in the medical community can be an effective way to reach no-see HCPs. Recommendations or endorsements from trusted peers can carry significant weight.
- Customer Segmentation and Personalization: Understanding the unique preferences and needs of different HCP segments can enable more targeted and personalized communication strategies.
- Value-Based Selling: Shifting the focus from product features to the value provided to patients and HCPs can help in engaging no-see HCPs who are skeptical of traditional sales tactics.
The rise of no-see HCPs forces pharmaceutical companies to rethink and adapt their marketing strategies. Traditional face-to-face sales pitches are no longer feasible with a significant segment of the target audience. This shift demands more innovative approaches to engage HCPs effectively.
Conclusion
The rise of no-see HCPs is reshaping the landscape of pharmaceutical marketing. While this trend poses challenges, it also offers an opportunity for pharma companies to innovate and find new ways to provide value to healthcare professionals. By embracing digital engagement, content marketing, peer influence, personalization, and value-based selling, pharmaceutical companies can effectively reach and engage no-see HCPs, ultimately contributing to better healthcare outcomes.
