Elevate Healthcare Marketing

IDENTIFYING VIRTUAL OPPORTUNITIES FOR MARKETING DURING COVID-19

AGENCY DIVES INTO THE NEW LANDSCAPE AND HOW TO NAVIGATE IT

Elevate has been remote since the pandemic started, and recently held a virtual lunch-and-learn to take a closer look at the COVID-19 landscape and how healthcare providers (HCPs) operate with patients and sales representatives. Elevate’s Taylor Myers-Ackerman, Senior Manager, Client Engagement, led the discussion, presenting facts and findings of the current environment. As part of the Elevate U initiative focused on employee growth and education, the entire agency attended the presentation, discussing virtual initiatives Elevate teams are already implementing as well as new possibilities that can help provide additional offerings to our clients.

With 78% of HCPs seeing a decrease in number of patients visiting their practice, marketers need to understand how the pandemic is affecting the HCPs and their patients.1 Sales reps are in the same situation, with limited access to providers as 65% of meetings are now virtual.1 The signs are all there, and our job is to create a plan to help clients adjust and find new and interesting ways to make an impact and deliver the brand message.

Tara Powers, VP, Creative Director, said, “Since the beginning of the pandemic, we have been challenging ourselves to find new ways to reach HCPs. But it’s beyond tactics. It’s about how we change our communication, and approach HCPS and patients with compassion, understanding, and purpose.”

The conversation between rep and provider has always been crucial, but now that time is even more valuable with the increased restrictions. Even after the pandemic, there will be a more virtual-geared future, as 87% of providers want either fully virtual or a mix of virtual and in-person meetings.1 This places a larger spotlight on the need for digital tools.

The future of the industry means more virtual experiences, self-monitoring and administration solutions, digital and interactive sales aids, and frequent utilization of video platforms. With initiatives like Elevate U, we are preparing ourselves for the ever-changing world around us and developing creative solutions to navigate the future. Advertising is always shifting. But with the pandemic accelerating the switch to virtual resources, we want to equip our teams with the information they need to continue to provide our clients with tools to elevate their marketing and stay ahead of the competition.

Reference: 1. Is COVID-19 altering how pharma engages with HCPs? Accenture website. Updated August 4, 2020. Accessed Jan 13, 2020. https://www.accenture.com/us-en/insights/life-sciences/coronavirus-changing-pharma-hcp-engagement