Digitally enabling sales and marketing teams can amplify their impact

While the pharmaceutical industry has traditionally relied on tried-and-tested, face-to-face engagement methods, healthcare professionals (HCPs) are rapidly shifting toward digital-first interactions. As a result, it’s becoming increasingly clear that pharmaceutical companies need to adapt their engagement strategies to meet healthcare professionals where they are – on digital platforms.

Today’s doctors and pharmacists, particularly those between 30 and 40 years old, are digital natives. They check their phones hundreds of times a day, prefer bite-sized information and value efficiency in their communications. This shift in behaviour presents both a challenge and an opportunity for pharmaceutical companies to revolutionise their approach to HCP engagement.

The traditional model of in-person visits, while valuable, can be enhanced significantly through digital tools. By embracing digital platforms, pharmaceutical companies can provide their sales and marketing teams with powerful new capabilities that amplify their effectiveness and reach, and redirect budgets effectively. For instance, sales and marketing teams can now share critical trial data instantly, send quick updates about new treatments and facilitate one-click event RSVPs – all through trusted healthcare platforms like EMGuidance.

Our platform has over 98,000 users, of which 30% are doctors, covering around 70% of
practicing doctors in South Africa. Some 700 sales reps currently use the platform as a reference tool, to empower themselves when discussing their products with doctors. This digital connection could be expanded, and we are working with pharmaceutical companies to develop digital interaction that will work for sales teams and doctors alike.

This access and move to digital transformation isn’t about replacing the human touch – it’s about augmenting it. When sales teams are digitally enabled, they can:

Gain detailed insights about healthcare professionals’ interests and needs before meetings;

Establish hybrid relationships that combine targeted digital touchpoints with strategic in-person visits;

Share relevant content in formats that busy healthcare professionals prefer, such as short videos and quick updates;

Engage with healthcare professionals more frequently but less intrusively; and

Focus their efforts on healthcare professionals who have shown interest in specific therapeutic areas.

The key to success lies in creating a sophisticated hybrid approach. Instead of maintaining the traditional cadence of quarterly office visits, sales and marketing teams can now maintain more frequent, meaningful connections through a mix of digital and physical interactions. They might follow up an in-person meeting with bi-weekly digital check-ins, sharing relevant updates and maintaining engagement without requiring significant time commitments from busy healthcare professionals.

Moreover, this digital evolution allows pharmaceutical companies to break down traditional silos between sales, marketing and digital teams. By consolidating these efforts through integrated digital platforms, companies can ensure more coordinated and effective engagement strategies.

For healthcare professionals, this transformation means easier access to crucial information about new treatments and medical advances. They can opt into the content that interests them most and engage with it at their convenience. This self-directed approach respects their time, while ensuring they stay informed about the latest developments that could benefit their patients.

As we look to the future, it’s clear that pharmaceutical companies that embrace these digital tools while maintaining their valuable human connections will be best positioned to support healthcare professionals effectively. The goal isn’t to replace existing relationships, but to enhance them through technology, making every interaction more meaningful and productive for everyone involved.

About EMGuidance

EMGuidance is the leading digital platform for clinical decision-making support in South Africa and sub-Saharan Africa. EMGuidance aims to optimise patient-care outcomes by giving healthcare professionals access to advanced digital tools, the latest diagnostics and treatment protocols, education, and local medicines guidance from across the healthcare ecosystem and medical industry, delivered in a transparent manner at the point of care. 

EMGuidance is the most widely used digital platform in clinical practice in South Africa, and is used by over 100 000+ healthcare professionals and students. EMGuidance was co-founded by medical doctors Yaseen Khan and Mohammed Dalwai.

For more information, visit www.EMGuidance.com