Marketing Driven Virtual Peer-to-Peer Programming Best Practices

With an increasing number of pharma marketers looking to integrate Blitz Health’s marketing driven peer-to-peer programming into their tactical plans, we thought this would be a good time to discuss best practices.

Leverage an Insightful HCP Database
With no-see and limited access clinicians becoming the norm, it has become critical for pharma marketers to know they can effectively access whitespace targets. Target HCP databases with current contact information, clinical colleague connections, as well as past educational engagement behavior allows outreach to be efficient and effective, driving attendance and engagement with brand educational resources.

New Client Offer: Let Blitz Health implement a free Marketing Driven Webinar (including audience recruitment) for your brand! Learn More

Use Effective Outreach and Recruitment Methods
Digital outreach needs to be paired with a personal channel that can assess any hesitation or objection. Tele-service campaigns afford the opportunity, through dialogue, to understand HCP needs so the right content and educational format can be leveraged. Additionally, tele-service outreach brings the ability to gather valuable objection data on a large segment of customers who are “non-responders” to existing digital channels.

Provide Multiple Opportunities for HCPs to Learn
If an HCP responds “no” to an offer of registering for an educational webinar, perhaps she will say “yes” to participate in an online enduring material or with printed educational and patient resources. Be prepared to offer several ways interested HCPs can engage with brand resources. We typically see 50% target list penetration when HCPs are provided educational resource options.

Make Your Virtual Peer-to-Peer Events Engaging and Insightful
Dynamic learning events are possible. Make sure that the meeting moderators have properly trained the speaker, are utilizing 2-way video, and have structured the webinar to encourage discussion and questions. Using peer-to-peer dialogue and interactive polling will help to accelerate learning, emphasize strategic messaging, and provide insights marketers can leverage in future brand planning.

Build on Marketing Driven Engagement Success
Think of these initial educational engagements as the beginning of a long-term relationship with customers. Continue to provide each customer with personalized support and educational resources through tele-service engagement and digital communications. Communicate HCP engagement data and insights with sales reps so they can follow-up to strengthen the relationship with their customers.

 

Learn how Blitz Health increases engagement and program attendance in marketing driven campaigns for our clients and partners. Contact Us






Speakers Bureau Management: New Efficient Models Emerging

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As brand marketers enter the critical annual planning cycle, many are facing the tough task of getting more from their speakers’ bureau, while at the same time, being forced to reduce costs. Here are couple of approaches we are implementing with our clients.

4 Trends Your Competitors are Doing to Enhance Their Virtual Meetings

4 Trends Your Competitors are Doing to Enhance Their Virtual Meetings

Virtual peer-to-peer meetings or video webinars are on pharma marketers lists to do more of in 2018. Blitz Health is an industry leader in biopharma virtual educational events for HCPs and patients. Following these trends can help you make the most of your virtual events.

Putting Personal Back Into Non-Personal Promotion

Putting Personal Back Into Non-Personal Promotion

With the multitude of non-personal promotion channels available today, pharmaceutical companies need to better understand how each health care practitioner and their practice reacts to different sales and marketing efforts. 

A rep-driven hybrid approach allows brands to glean valuable preference data from HCP interactions with Sales and combine that with what they actually demonstrate affinity for through their actions with promotional content.

Peer-to-Peer Education in Pharma Isn’t Enough

Peer-to-Peer Education in Pharma Isn’t Enough

If you are a pharma brand marketer whose budget is loaded with a full calendar of peer-to-peer “P2P” educational events, you might be wondering how you’ll educate the majority of physicians who do not attend these events. Aside from the Sales Rep, there is only one tactic we have found to consistently enable the success of other channels – teleservice outreach from our medical engagement call center. We are able to engage HCP customers in a focused, integrated educational approach to drive attendance to P2P programming, facilitate rep access, and direct the uptake of alternative learning channels.

Our Take: The Expanding Role of Nurses in both Primary and Specialty Care

Blitz recently wrote a piece on pharma’s relationship with NPs and PAs. Pharmaceutical Commerce has an in-depth piece expanding that discussion to nurses. It's a bit older but the topics continue to be relevant.

More and more nurses (just like NPs and PAs) are involved in the total care of the patient. Nursing professional groups and large employers are working to raise nurse education levels and are on Pharma’s radar. The industry is engaging with the entire medical office because they see how ancillary HCPs impact treatment decisions by being on the front line dealing with teaching patients proper protocols and dealing with side effects. Blitz handles programs like this for our clients by using our telephone engagement reps and total practice solutions aimed at delivering targeted content to each HCP.

Contact us to learn more about our approach and how we work with nurses.


Pharmaceutical Commerce
Suzanne Shelley

Smart pharma marketers know that, for many types of medications, a physician is not the be-all and end-all when it comes to prescribing decisions: nursing staff play an advisory or outright decisionmaking role of their own. Among marketing and medical affairs departments, there are discussions and organized efforts to assist nursing staff in prescribing and administering medications; among nursing organizations, there is a constant call for better training, support and education for working nurses. Read on at Pharmaceutical Commerce.