Want swift wins in HCP engagement? Explore trigger-based Next-Best Targets (NBTs) solutions

Written By - Harpreet Singh, Co - founder & Partner

Want swift wins in HCP engagement? Explore trigger-based Next-Best Targets (NBTs) solutions

The race to capture the attention of HCPs by pharma companies is relentless. We all know that implementing an omnichannel strategy and the Next Best Action (NBA) framework takes a ton of time and investment. What if there were more agile ways for smaller or emerging pharma companies to enhance their targeting, experience early wins, and get better ROI on their investments, all while gearing up for full-fledged omnichannel solutions?

The answer lies in “

trigger-based Next Best Targets (NBTs)

” solutions. This innovative approach has provided significant value by

delivering quick results, capitalizing on existing technology infrastructure, and ensuring easy adoption by field teams

. Let’s delve into some examples of the triggers.

Meet your HCPs based on their Engagement signals:

When the HCP consistently opens and actively engages with your emails, webinars, or other marketing materials, and there have been no recorded in-person visits by the field team in the last few weeks.

This trigger alerts that the HCP is interested in your content, and it’s time to bridge the digital-to-physical gap. An in-person or virtual meeting with the HCP can open up the relationship.

Articulate Your Differentiators in the Face of Competitor Engagements:

When the HCP recently follows, likes, or engages with your competitors on social media.

It’s a clear indication that your competitors have piqued the HCP’s interest. This is your chance to shine. Showcase the unique value of your offerings, emphasizing what sets you apart from the competition. Make the outreach more personalized.

Build Bridges with Research-active HCPs:

When the HCP has recently published research articles on topics related to your products or therapy area.

This signifies that the HCP is actively contributing to your field. Acknowledge their contributions and initiate a conversation about potential collaboration for the speaker bureau, ad boards, or other research areas.

Tap into existing HCP connections (referral pathways) to amplify reach:

When the HCP is connected to other HCPs who have previously engaged with your company.

Leverage this network to build trust. Request introductions from those HCPs who have already had a positive experience with your products. Word-of-mouth recommendations can be a powerful driver of HCP engagement.

Promptly pursue HCPs who’re exploring your products:

When the HCP has visited specific product pages on your website, indicating interest.

Recognize that HCP is exploring your product. Follow up promptly to address any queries, provide additional information, and offer samples. Help them move from interest to commitment.

This approach has proven to be a game-changer for many companies. While it doesn’t eliminate the need for building a robust omnichannel solution, it empowers you to seize opportunities rapidly and enhance HCP engagement at a
relatively lower cost
and
time investment
. These trigger-based solutions are
agile, effective,
and
yield quick wins.

Are you ready to explore the power of triggers?

Let me know what you think in the comments below.