Amplity’s Blended Engagement Model: A New Post-COVID Health Care Provider (HCP) Customer Engagement Model for Pharma

The COVID pandemic has been the catalyst to change the way the pharmaceutical industry (Pharma) engages with HCPs. Partnering with large and small pharma alike, this whitepaper explores Amplity's flexible model tailored to each customer’s needs leveraging the benefits of remote and in-person promotion, optimizing the promotional mix across personal and non-personal channels, and ultimately providing relevant, timely, and credible information to HCPs.

COVID-19 has had a profound impact on the commercialization of pharmaceuticals in the United States. Health Care Provider (HCP) information-seeking needs and preferences have changed dramatically in response to the outbreak, as have the options for pharmaceutical manufacturers to meet these new needs and preferences. Indeed, in a curious twist of fate, the COVID pandemic is providing a once-in-a-lifetime opportunity to introduce a truly new model for pharmaceutical industry (Pharma) engagement with HCPs. The new model represents an effective and efficient approach to provide timely, relevant, and personalized information to each HCP through his or her preferred communication channels. For HCPs, the new model allows for greater control and convenience and improves the ability to protect their offices and patients. For the pharmaceutical manufacturer, the new model can deliver an 80% improvement in productivity at less than half the cost. Finally, the coronavirus-related marketplace upheaval is providing an opportunity to evolve traditional thinking regarding which parts of HCP customer engagement should be outsourced versus insourced.

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