Clinician accessibility is increasingly difficult. New go-to-market strategies supplement rapport building through in-person contact with technology-driven interactions.
Healthcare providers (HCPs) are changing the ways they interact with industry. Clinician access is becoming more difficult, and younger clinicians adopt a more self-directed and technology-driven approach to information seeking. Consequently, blending the advantages of rapport-building through in-person contact in the field and remote, technology-driven interactions becomes increasingly attractive.
Touchpoint’s hybrid representatives combine the advantages of field teams with those of technology-driven interactions.
Hybrid representatives serve a geographically defined territory. Within this territory, they meet with HCPs in person to establish contact and build relationships. Unlike typical field representatives, hybrid representatives are also accessible to clinicians within their territories via digital channels such as live video detailing and web-enabled communications.
This hybrid approach offers distinct advantages. Hybrid representatives:
- Develop enduring relationships with target customers by serving a defined geography and specific target healthcare providers
- Enable new and expanded representative influence by offering face-to-face meetings as well as off-hours interactions
- Appeal to many, especially younger, HCPs by providing technology-enabled interactions
Touchpoint has had great success with this hybrid model which backs personal relationships between representatives and HCPs with digital interactions that can occur outside the HCP’s clinical work day.