FAQ from our webinar ‘Omnichannel for Payers: A big opportunity for pharma’
In our recent webinar ‘Omnichannel for Payers: A big opportunity for pharma’ we explored how omnichannel offers an untapped opportunity for pharma to engage with payers more effectively. Here we summarise some of the key topics as well as sharing the answers to some key questions posed by our webinar audience.
To learn more about how we can help you move to a truly personalized omnichannel experience for your payer audience, please reach out and we would be happy to arrange a call with one of our omnichannel experts.
(How) can omnichannel enhance payer engagement?
Payers, just like physicians, are increasingly accessing pharma content and services through a true omnichannel mix. We recently ran Navigator365™ Payer research in the US to gain insights on channel reach/impact, content/services, media and benchmarking, and assessed a representative sample of 167 US payers.
The majority (62%) of US payers feel that digital channels are important – with almost a third (29%) giving a “very important” score. However, only 26% say that “most biopharma companies” are providing them with digital content that is relevant to them as payers. And while 70% of payers prefer to engage with biopharma commercial content via digital-only or an omnichannel mix of digital and F2F, the reach of the top three commercial digital channels is only 43%, creating a large opportunity to close this ‘digital divide’.
Interestingly, when we look at the communication preferences of US prescribers, 49% want digital only or a mix vs an average 33% reach for the top 3 pharma digital channels. With a markedly bigger digital divide for payers (26%) than for prescribers (16%), customer-centric innovative biopharma companies can quickly create a sustainable competitive edge.
Which channels can boost overall reach and impact?
What is the best time for omnichannel payer efforts in a launch setting?
Which online services and resources do payers prefer?
