On May 1, we held our 6th annual AHM Industry Conference—a day-long opportunity for learning, networking and visioning the industry’s future. The conference theme – Game Changers Impacting HCP Meetings and Engagements Today — represented a focus on forward-looking thought leadership.
In a shifting regulatory and marketing environment, elevating the dialogue beyond the day-to-day issues the industry faces, gave attendees a big-picture view of the cutting edge of HCP engagements. Increasingly, that big picture means incorporating technology in groundbreaking new ways. Trends expert and futurist Daniel Levine pointed out how some commuters in Sweden today don’t need tickets or tokens — their “fare card” is a biometric chip implanted in their hand, which the conductor simply scans.
Life sciences companies need global compliance in a fast-changing regulatory landscape, which also shapes how the industry approaches new technological elements. Sandra Graham-Mason, director of oncology marketing at Eisai, shared a look at the industry’s future — which is approaching more rapidly than we may realize. Marketers and educators need to rethink not only the tactics of HCP engagement, but the entire strategy.
Web-based and virtual programs make proactive surveillance possible, while an enterprise-wide utilization of compliance data allows for flexible knowledge-sharing and holistic accountability. An additional benefit is that enhanced tracking—including geotracking at events—provides the robust data marketing professionals need to determine ROI of various components of their educational programming. Enhanced tracking can better capture economies of scale that procurement departments can further leverage for improved cost efficiencies.
In order to be successful, though, this technology must be simple and affordable. Thanks to advancements in everything from video gaming to contactless payments, everything from augmented reality to RFID and NFC (near field communication) has become commonplace enough to incorporate in HCP educational meetings and events. From a procurement standpoint, leveraging touchpoints with vendors, providers and other partners contributes scalability, and facilitates ease of use.
Traditional silos are breaking down, as the gold standard for disseminating information comes to include healthcare providers as well as patients themselves, and real innovation involves incorporating that technology with the personal experience. In this new paradigm, the focus is not on the machines or the software, but on the HCPs and patients who have transformative encounters as a result of those tools.
Technology will never replace the power of face-to-face human interaction, but it can enhance value for participating HCPs by deepening the connections they make throughout the therapeutic life cycle. In this high-tech world, real human engagement is the key to building trust that can deliver the best health outcomes.
Susan Hill, SVP, Global Products & Solutions, AHM
Susan joined AHM in June of 2013 and is responsible for the oversight and management of AHM’s Global Business Development and Solutions and Marketing team. With over nineteen years of experience in the Life Science industry, Susan brings experience in business development, product marketing, and new technology investment and optimization.