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As Digital Channels Grow In Importance, AZ, Lilly, GSK Seen As Key Engagers

 
• By Anju Ghangurde

Digital physician engagement channels appear to be closing in on the traditional face-to-face approach, with China surging ahead on the digital path. The US and China appear more or less in sync when it comes to self-directed web-detailing, while AstraZeneca, Lilly and GSK lead the charts in terms of digital engagement as perceived by healthcare professionals, a new survey shows.

Digital Health
Digital engagement is increasingly favored by HCPs

It’s probably time to consider upping your firm’s digital ante or at least tweaking it to a more rational digital versus traditional channel mix to engage with healthcare professionals (HCPs), if a 2017 survey by the healthcare solutions provider Indegene is anything to go by.

The survey suggests a narrowing preference gap between the traditional face-to-face channels and digital ones to 12% implying the growing preference of the digital way for engaging HCPs. Indegene expects digital channels to eventually surpass traditional face-to-face interactions

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