Our Blog

Over the last decade, several trends have impacted the life science industry. The most notable changes have occurred in the behaviours of healthcare providers (HCPs), and their feelings towards the industry and pharmaceutical sales reps (PSRs).

Face-to-face trust-based relationships are very important for pharma sales and marketing success, but HCPs are increasingly inaccessible for in-person sales presentations. Worse still, many HCPs distrust the sales content and communications that they receive from pharma.

Today we explore what this means for the pharma industry, and how pharma can turn the tables on these trends.

The daily life of the pharma sales reps involves spending a lot of time on non-selling activities; this includes struggling with 3 major challenges of pharma sales and marketing content creation and use.

Previously we discussed the types of content that healthcare providers (HCPs) desire from pharma sales and marketing. They are desperate for digital content, evidence-based information, and regulatory compliance. HCPs place a high value on authentic sources.

The 3 major pharma sales rep (PSR) challenges of creating and using pharma sales content are information complexity, geography, and industry regulations. Today’s article explores these hurdles and offers solutions to help improve the life of the pharmaceutical sales reps.

The move towards value-based, personalized healthcare means that life science and pharma companies need to create conversations around evidence and efficiency, rather than traditional promotional materials.

Pharma can extend their value proposition by moving ‘beyond the pill’ and embracing an end-to-end (E2E) evidence tactic. This model involves providing evidence across the entire product life cycle.

Healthcare providers (HCPs) favour this model because it focuses on real world outcomes, providing them with trustworthy and authentic information. For more information on this visit our previous post and infographic explaining what HCPs want from pharma.

This week we've been discussing what healthcare providers want from pharma sales and marketing (Part 1 and Part 2).

Pharma sales reps and healthcare providers need to form partnerships. They must work together to provide value and achieve their shared goal of improving patient care and outcomes. Pharma companies can achieve this by rethinking how they support, communicate, and coordinate with HCPs.

We've created an infographic highlighting the important ideas and aspects from each area of AUTHENTICITY. 

Today’s article is Part 2 of our mini series exploring what healthcare providers desire from their pharma industry counterparts.

In Part 1 we discussed how healthcare providers (HCPs) want pharmaceutical sales reps (PSRs) to, raise awareness about disease, improve their understanding of patients’ lives, create treatment packages, help with research to educate doctors on rare diseases, provide education for patients and physicians, and produce new drugs and data.

The information found here is based upon Eye for Pharma’s excellent 2015 whitepaper “HCPs: We Want Partnerships with Pharma”, where they surveyed 549 HCPs from various specialities. Asking them ‘what can pharma do to improve patient care?’

We are calling it AUTHENTICITY.

There’s a lot of emphasis on the need for partnerships between pharma and physicians. They must work together to provide value and accomplish their shared goal of improving patient care and outcomes. Pharma companies can achieve this by rethinking how they plan, launch, support, communicate, and coordinate with healthcare providers (HCPs).

In their 2015 whitepaper “HCPs: We Want Partnerships with Pharma”, Eyeforpharma details the changes affecting the relationship between the two parties. They surveyed 549 HCPs from various specialities. Asking them ‘what can pharma do to improve patient care?’

Today’s article is Part 1 of a 2-part series exploring what healthcare providers desire from their pharma industry counterparts.

We are calling it AUTHENTICITY.

The behaviour of healthcare professionals (HCP) is changing. Pharma sales reps (PSR) need to adjust the way they engage, and the communications they choose, in order to add value and develop trust with HCPs.

Today’s article explores two concerning trends impacting HCP interactions with PSRs – declining trust, and slow regulatory evolution.

Today's pharma sales reps are facing the challenge of reaching healthcare professionals (HCPs). Last week we discussed the types of pharma sales and marketing content desired by healthcare professionals. The following is a corresponding infographic to help further explain how to succed in the digital age of healthcare. 

The life science industry is undergoing a major transformation. Technology, regulations, competition, demographics, and behaviours across the value chain are all affecting the industry.

The challenge with these shifts is that they alter the way pharmaceutical sales reps (PSRs) interact with, and add value to the life science industry.

Today’s article will explore the continued decline in access to HCPs– the first of many impactful trends that are poised to shift pharma sales and marketing in the next 5 years.

The healthcare industry is facing a digital divide. Many healthcare providers (HCP) and patients are moving to digital channels for interactions and information, meanwhile healthcare manufacturers are just starting to catch up.

This divide has left a gap in the type of communications that the industry is sending to HCPs, and those that HCPs desire.

Today’s article explores the types of content that HCPs want from their pharma sales and marketing counterparts.