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Blog
Same, same but different: HCP digital engagement in SEA
Nick Roberto, Engagement Manager, IQVIA Consumer Health, Asia Pacific
Aug 27, 2020

Across Southeast Asia, “Same, same but different” is a popular tourist catchphrase, and it perfectly describes how similar yet different Southeast Asian countries are from one another – and HCP digital engagement is no exception. Before the COVID-19 pandemic, only 2 in 5 SEA physicians preferred digital detailing and promotion from companies1. The ‘digital gap’ has since narrowed by the accelerated adoption of digital channels by HCPs. All SEA countries, except for the Philippines, expressed an equal preference for both traditional and digital types of marketing interactions post-pandemic.

However, depending on the country not all modes of non-face-to-face engagements are created equal. Using our Southeast Asia WellTrack study, we were able to investigate the post-pandemic outlook from HCPs, and the subtle nuances by country:

  • Singapore HCPs have had the biggest change of heart, an additional 25% of HCPs now prefer remote detailing platforms and social networks with med reps
  • Malaysia HCPs now show a greater interest in livestreamed webcasts, jumping to 66% from 38% pre-pandemic
  • Vietnam HCPs expressed the least enthusiasm for digital and are expected to go back to pre-pandemic levels. Online roundtable discussions with other doctors recorded the highest positive change in preference pre and post-pandemic
  • Thailand HCPs show increased interest on detailing via phone call or chat and both pre-recorded or livestreamed webcasts
  • Philippines HCPs are possibly more cautious than their regional counterparts about the risk of exposure. Compared to pre-pandemic, over 30% more HCPs preferred detailing with med reps via phone calls, chat, remote detailing platforms and social networks
  • Indonesia HCPs are the most partial to detailing via emails with 8 in 10 HCPs preferring this interaction, but they also showed increasing preference for SMS, chat and social networks

In-person detailing efforts should not be eliminated but must exist alongside non-face-to-face options. The varied digital and face-to-face preferences throughout the region raise questions over standard marketing approaches and there is scope for content and channel customization.

For more information, please feel free to contact us.

References
1IQVIA WellTrack Southeast Asia (May 2020)

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