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Pharma Tech Outlook | Friday, December 02, 2022
Medical affairs is shifting its MLS's approach to customer engagement through strategies that will enable teams to effectively serve virtual and physical interactions.
FREMONT, CA: Medical affairs need to upgrade their customer engagement methods to adapt to the changing field of customer interaction. The mode of engagement before the pandemic was primarily personal. During the pandemic, medical affairs departments saw a rise in virtual platforms that streamline personalized care to patients through applications. Medical affairs groups must change their approach to customer interaction through new virtual channels and incorporate their modes of information-sharing. They adapt to new customer bases, like physician assistants with different preferences and needs. Changes in patient trends require new engagement strategies.
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Medical affairs deal with a broader customer base from other regions and healthcare access. Medical affairs need to develop strategies that suit all patients with different needs. The following strategies improve customer engagement:
Customer preferences: Understand customer preferences and different medical needs. Medical affairs groups may have to revamp existing customer tiering systems and incorporate new parameters to better understand their customers. Segmenting customers by types and needs helps medical affairs keep track of changing needs. Medical affairs groups should change their approach to groups that prefer virtual interactions and in-person interactions. Patients require specific information to supplement their existing treatment in their local areas.
Customer expectations: Medical science liaison (MSL) teams can effectively communicate to payers and stakeholders through customer-centric engagements, scientific acumen, and responsiveness. In the future, MSL teams need to perform many customer engagements with stakeholders and in other situations, like providing support for investigators in clinical trials.
Training: Research indicates that 25 percent of client engagements will be virtual. Organizations need to train MSL teams to accommodate any context. Organizations must proceed with training keeping specific strategies in mind. Organizations can train MLS teams to handle virtual and personal communications separately. They must shift communication strategies when engaging with virtual groups based on patients' location, education level, and medical needs.
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