Using a combination of real-time and over-time virtual engagement to drive more value with HCP engagement
Increasing therapy adherence with hybrid virtual engagement
A US-based commercial team wanted to gain perspective on the information provided to an HCP or medical practice beginning to adopt a new therapy to prescribe to patients, to create new marketing materials, and ultimately to increase adherence to the new therapy.
The team conducted a multi-part session using the Within3 insights management platform. The session included a pre-meeting survey followed by a series of webcasts and concluded with a post-work session.
The survey and post-work sessions were asynchronous, which allowed the advisors – 15 HCPs – to log in to the platform at any time without interrupting their daily schedule. This format increases participation and allows advisors to engage in deep work without multitasking. The Within3 platform enables private questions, meaning only the moderator can see each advisor’s answers.
Goals for the pre-meeting survey included:
- Understand the benefits for physicians and patients using the new therapy
- Obtain insights into physicians’ experience with the therapy at key stages of engagement – including patient identification, prescribing, and patient counseling
- Identify opportunities for success or barriers to success with the new therapy to inform content development and future messaging
Advisors participated in the pre-meeting survey over three weeks, followed by small-group webcasts. After the webcasts, the advisors joined a post-work session to obtain additional context on the feedback previously provided. Again, questions were private between each advisor and the moderator.
“In market research…anonymized surveys just don’t cut it. You need to be able to interact with your customers directly, talk to them and ask questions, hear their answers, ask follow up questions. Before [Within3], we just had not had that kind of opportunity.” – Commercial team lead
The commercial team received 37 transcript pages of feedback from the post-work session alone, reflecting an opportunity that might have been missed in a standalone face-to-face session. Private questions allowed the HCPs to be candid in all of their responses and to contribute fully. The transcript also made it easy for the team to share the results of each session with colleagues and leadership.
“As far as what we did with the insights from this session…it’s infinite. We used those insights to help with the iteration of our product. We’ve designed patient support programs with that insight. We’ve made adjustments to our call center.
It really helped solidify our business planning for the year ahead. It’s infinite how much you can get out of these [sessions].” – Commercial team lead
The live webcast meetings offered personal interaction between the advisors and the commercial team. Because the participants took part in the pre-meeting survey, the time spent in the webcast meetings was more productive. These meetings also provided ample opportunity to identify topics for follow-up during the post-work session.
The commercial team was also able to use this session to obtain permission to use quotes provided by the HCPs and to gauge their interest in providing additional consulting beyond the survey and post-work session.