It isn’t new news that the POC world has already undergone some pretty drastic changes, or that patients and their physicians have progressed their roles and the way they interact with each other. But as marketers in pharma, it is essential to stay attuned to the ever-evolving landscape within this dynamic space so that we can continue to provide both patients and their care providers with educational tools that encourage healthier outcomes.
We knew that COVID-19 was shaking things up in the provider’s office, but we wanted to know more about the modifications that physicians were making to adapt. Specifically: How was the pandemic impacting their practice, effecting their interaction with patients (how it may even vary from one type of provider to the next), and what each change meant for the methods we use to reach them with educational materials and messages. So, we asked 250 HCPs from our network across the US to provide us with some answers and insight regarding their practices today. Here is a snapshot of what we learned from our HCPs…
CHANGES PHYSICIANS ARE MAKING
- Implementing standard social distancing and disinfecting protocols
- Scheduling more time between appointments
- Spending more time with each patient
HOW COVID IS IMPACTING PRACTICES
- 74% of participating HCP offices said they are still seeing patients every day
- There has been a resurgence in patient-doctor reliance, 69% of HCPs reported that patients have become more receptive to their recommendations
THE KEY TO KEEPING HCP & PATIENT EDUCATION GOING
While more medical conferences are being canceled and postponed every day, there are still a variety of effective ways to break through. One successful method is sending HCPs targeted digital messages. Also, identifying those who prefer safe, single touch materials – and getting these physical contents into their hands. There is power behind identifying the right doctors to receive each piece of information and then giving it to them the way they want to get it.
While we remain in a state that is far from roses and sunshine, there are some bright spots out there. Patient education continues to be important, their demand for it continues to grow, and it has given even greater weight to HCP recommendations and the therapies they believe in.