HCP engagement has felt a tremendous impact from the COVID-19 pandemic, with almost a complete shutdown in early 2020 that is gradually abating. As field forces begin to reengage, they are challenged by how to leverage lessons learned from the COVID-19 pandemic and combine them with already existing trends to modernize the HCP engagement model and engage safely and smartly.
Even prior to the pandemic, industry trends were laying the foundation for a new model of engagement. Limited access to complex therapies was propelling increased patient centricity and patient-focused messaging. New educational needs and more complex messages were driving multiple channels of education, and busy HCP schedules were increasing on-demand or after-hours engagements. These needs have been accelerated by COVID-19.