HCPs: Breaking Through The Noise with Digital Engagement
by Andrew Ploszay, PhD Vice President, Digital Strategy & Chief Digital Officer, IQVIA
Andrew Ploszay, PhD Vice President, Digital Strategy & Chief Digital Officer, IQVIA
In 2020, the pandemic forced a dramatic switch to a 100 percent remote commercial model for the pharmaceutical industry virtually overnight. While many digital technologies had already been evaluated or implemented by pharmaceutical companies, this event accelerated a digital-first approach with many enterprises deploying and scaling new technologies in days; events that would previously have taken months or years.
Today, even individuals that were digital novices a year ago can navigate the myriad of technologies that help people connect, communicate and engage in all aspects of life. Health care professionals (HCPs) are consumers too and they also prefer new ways of engaging life science companies with similar customer experiences and levels of customer