Re-thinking Customer Engagement for Life Sciences Companies in the Post-COVID-19 Era

By Mark Stevens, Nisha Ninan, and Bill Woywod

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After a volatile 2020, the pharmaceutical industry is beginning to show signs of stabilization. Due to the pandemic, mail-order prescriptions soared, diagnosis rates decreased, new-to brand prescriptions struggled, and more than 1,000 clinical trials, particularly in the oncology and central nervous system areas, were delayed. COVID-19 also disrupted traditional field force activity globally, forcing a rapid shift to remote engagement. Now, life sciences companies need to adapt to the changing landscape and in many cases play catch up. This article shares insights on how to use advanced data analytics and technology to understand the unique needs, preferences, and capabilities of healthcare providers to personalize offerings, recalibrate field teams, and successfully engage customers.

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