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Article
Three Ways to Better Enable your MSLs
The case for context
Jennifer Millard, Vice President of Field Medical Affairs and Market Access Deployment Services, IQVIA
Sep 08, 2021

Summary

You don’t need me to tell you: It’s harder than ever for commercial teams to get access to healthcare providers for face-to-face promotion. That was the case before the COVID-19 pandemic, and the global health crisis only led to further restrictions on in-person access. In fact, IQVIA research has shown that as of June 25, 2021, in-person details were 57% of the pre-COVID-19 baseline.

As a result, many life sciences companies began investing significant resources in non-personal promotions, often using digital technologies to deliver these communications. Yet no one has endless resources to throw at every sales and marketing channel for every HCP. Instead, commercial teams are facing this critically important question: What’s the right combination of personal and non-personal promotion for each HCP – and how should we tweak that combination over time?

Read more - Three Ways to Optimize Promotions and Drive Dynamic Deployment

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