ADG Whitepaper_Feb2020 The future of the pharma and GP engagement model | Page 11

Technological innovation has created
“
new digital channels for communicating
with doctors in their own time and at
their own pace.
”
Conclusion
While disease and drug information, CPD education
and access to samples remain relevant and valuable to
doctors, increasing patient demand 32 along with more
complex cases means they have less time for this type
of content and messaging, including the traditional
face to face sales pitch from pharma companies.
Yet, the rapid pace of technological innovation has
created new digital channels for communicating with
doctors in their own time and at their own pace. As a
result, pharma companies and their marketing teams
now have access to sophisticated and measurable digital
solutions that doctors actually want to engage with.
10
THE FUTURE OF THE PHARMACEUTICAL
AND GP ENGAGEMENT MODEL
The fact is that digital communication with doctors
has come of age.
Those pharma companies that are willing to accept
this new digital engagement model – whether it be to
supplement the messaging of an existing sales force,
reach GPs that may be geographically inaccessible or
disinclined to see sales reps, or even to replace a lost
sales force structure – will be the ones to get their
messages across.