We’ve seen a rapid shift to digital engagement of HCPs in the last year as pharmaceutical companies, like most industries, adapted their strategies in the wake of COVID-19. As the situation matures, it is evident that a blanket approach, while simple, is not as effective with some sectors of your audience as others. Furthermore, digital engagement is only one part of your overall customer journey, especially when you aspire to create an omni-channel experience.
The heart of these interactions ought to be HCPs and他们的经验。制药公司有时会忽视这一概念 - 将他们想说的话和说一次。迷失在这种匆忙中是对HCP想要学习的知识，何时以及他们想要消费的意识。
Evolving your Commercial Engagement Model
从广义上讲，我们可以将企业的宣传和交流（数字或非数字）纳入两种方法：pushstrategies where you proactively deliver messages to your audience andpull策略，HCP与您联系以获取信息。
An effective engagement campaign uses a combination of both push and pull channels to build connected experiences. In today’s world where healthcare is accelerating its way to a digital-first future, we are seeing an increasing focus on pull channels to balance the approach to engagement. Both strategies should place HCPs at the center of all engagements.
有效的商业参与余额推动和拉力
使您的参与策略与HCP参与角色保持一致
知道HCP的互动方式，即他们的首选渠道，将帮助您建立联系的体验。我的同事们商业的Effectiveness Solutionsanalyzed HCP general preferences on how they want to be engaged in combination with other key HCP characteristics. This resulted in the development of engagement personas which broadly captures preferences under five archetypes.
The profile of the engagement persona will allow you to build engagement strategies that includes the right balance between push and pull channels for each group.
本练习中可以包括新的和现有的数字和非数字渠道。审查您现有的营销计划和日历是一个不错的起点。毕竟，这些计划很可能已获得当年的批准和资助。为什么不在HCP如何参与的背景下利用它们？例如，将直接邮件通知发送给属于属于角色的HCP的直接邮件通知是有意义的，该角色表明对通过电子邮件接收信息的偏爱很偏爱？另一方面，您可能会发现很大的成功将直接邮件发送给喜欢非数字通信的HCP。目的是通过专注于使用正确的渠道来达到合适的医生来最大化ROI。
Incorporating HCP engagement personas in your multi-channel outreach is an essential part of your ‘best practice’ toolkit. To achieve a true multi-channel push engagement, I recommend starting with your segmented targets, layer in HCP engagement personas, and align with your marketing calendar.
拉动策略的目的是让您的HCP来找您。这些渠道的自助服务方面使HCP可以方便地与您互动。例如，信息门户网站有助于创建品牌忠诚度，使HCP恢复，并且您的品牌头等大事。当HCP知道他们在寻找什么或需要解决什么问题时，制药公司通常会使用拉力营销。对话式AI代理和响应以数字旅行为中心的数字旅行，其中根据HCPS对文本或音频界面的输入提供了所寻求的信息，这就是很好的例子。
As mentioned above, it is finding the right balance between push and pull approaches for each audience that is key. In other words, orchestrating the components of the engagement plan. The experience for your client should be seamless and continue to move them ahead in their journey with you.
“营销编排”一词仍然相对较新，但是编排体验的概念并不新鲜。实际上，营销人员过去做得很好。简而言之，营销编排是内部和外部的多个来源数据的同步。它可以使用统一的智能来为各个部门的实时实时提供更多相关和个性化的体验，尤其是客户参与团队，例如营销，销售和医疗信息。不幸的是，管理大量客户数据和不断增加的渠道已提高了复杂性。
Create a holistic experience that’s almost as good as F2F interactions
在超连接的数字参与时代，请记住HCP如何体验您的互动。HCP是像您和我一样的人 - 经历了电子邮件疲劳和收件箱混乱。创造精选的“白手套”体验是您竞选成功的关键。
This is an exciting time for pharma marketers. HCPs are accelerating their digital engagement with pharma companies. Now is a great opportunity to build a holistic experience that’s almost as good as face-to-face interactions.