Digital Transformation in Medical Affairs

Healthcare professionals are increasingly pressed for time as they navigate an ever-growing range of patient-specific treatment possibilities. Whether it is clinical options or data deluge – they are being swamped with information. Medical Affairs functions within Pharma organizations can assist with effective and impactful communication with HCPs. As HCPs seek more comprehensive and relevant information, the medical affairs teams can play a more active role in driving HCP engagement. Consequently, there's a significant need to equip medical affairs teams with robust omnichannel capabilities.

Medical omnichannel engagement offers several distinct and important benefits:

• Delivering an ongoing and engaging experience on HCPs' terms makes medical education seamless, intuitive, and rewarding, avoiding communication dead ends and irrelevant messaging, ultimately providing a superior experience.
• Effective omnichannel engagement fosters deeper relationships and trust between companies and HCPs. It enables two-way dialogue, building trust through greater relevance and consistency in engagement, thereby cementing a company's reputation as a trusted partner.
• An omnichannel approach unlocks greater efficiencies by optimizing the use of company resources. It expands its reach to a wider HCP audience, including traditionally 'no-see' HCPs. It enables sharing relevant, personalized content before, during, and after in-person touchpoints via various channels, creating a more comprehensive and effective engagement model.

Recognizing these challenges, our client, Viatris, aimed to deploy a medical communication platform across 30+ markets to strengthen relationships between HCPs and Medical affairs. Their vision encompassed:

To create a centralized destination portal that serves personalized, engaging content across therapeutic areas. It includes capability for

• Access to the latest information from industry leading publications and journals
• Virtual event participation and
• Continuing Medical Education (CME).

This platform has offered our client sophisticated campaign management capability and sharing meaningful disease and biology information—to drive seamless engagement with HCPs.

• To deliver personalized content to Healthcare Professionals (HCPs), driven by their specialties and areas of interest as well as past engagement, we implemented a single sign-on across this medical and a pre-existing commercial platform deployed in 55+ markets. This approach allowed us to maximize existing capabilities while accelerating speed to market at an optimized cost.
• To streamline content production and enrich the HCP experience, we established syndication streams with key scientific publishers. Our design provided for a seamless search experience, integrating results from both in-house content and content from scientific journals displaying relevant content for HCPs.
• We integrated dynamic email communication capability to enable medical affairs teams to establish email journeys / marketing campaigns, to facilitate ongoing engagement with HCPs.
• Recognizing that all global capabilities need to account for local market nuances, we built flexibility into this platform. It includes provisioning market-specific tools for key functionalities such as webinars, CMEs, and scientific journal (as applicable) etc. It allowed markets to choose platforms based on local preferences, all while maintaining consistency of customer experience.
• We implemented a unified data management system providing access to granular data on HCP interactions across all touchpoints, providing a comprehensive view of the customer journey.