As COVID-19 continues to disrupt traditional care norms, major pharmaceutical products have an unprecedented opportunity to define new market dynamics and demonstrate population health leadership in this time of crisis.
- Social distancing policies have led to reduced access to physicians for all healthcare manufacturers. Rep visits are drastically decreasing in frequency, going from an average of 16 per month down to just one.
- And 38% of practitioners who were seeing reps prior to the pandemic have eliminated seeing reps altogether, though 62% of physicians are now allowing for online or e-detailing to facilitate rep visits.
As a trusted brand of both HCPs and patients, leading products must now shift focus in these interactions to reflect their understanding of the hardships these stakeholders face and showcase their commitment and partnership to supporting those most in need.
In addition, these leading products must be prepared to meet changes in consumer demand. With physicians even more likely to utilize familiar products in these changing times, supply chain management will be crucial to further cementing brand equity and continuity of care.
Retaining leadership in this new world order means embracing social responsibility and leading by example through decision-making, communication and behavior. How will you and your brand adapt?
This white paper builds upon Ipsos’ strong foundation of insights and experience with leading brands to reinforce requirements for leadership, during this unprecedented time in the market.
Key considerations that will help to inform and enhance your COVID-19 response, include:
- Maximizing HCP support
- Supply chain considerations
- Realigning HCP and patient communications to address their evolving needs
To take you further along your journey, we would welcome the opportunity to discuss a tailored approach to enable you to inform and enhance your COVID-19 response. Explore our rapid review approach and reach out to your Ipsos account manager or James McDermott, SVP, Advisory Services.
[EVENT] Approaches for Impulse and Considered Purchases @ARF NxNE
June 15-19 - The Advertising Research Foundation is hosted a week-long virtual conference featuring experts from brands, creative agencies and academia who will share insights to help marketers influence behavior, build brands and navigate the new normal.