Medical Affairs’ Next Frontier: Unlocking Omnichannel Engagement

How to build deeper customer relationships through personalized experiences.

MARKUS GORES, Vice President, European Thought Leadership, IQVIA

REINHARD BERKELS, Senior Director, Head of Medical Affairs Strategy, IQVIA

Introduction

The COVID-19 pandemic challenged many long-held beliefs that shaped our legacy models, and it has shown us a world of new possibilities. Like other industries, biopharma rapidly pivoted to remote customer engagement and accelerated its use of digital channels, as lockdowns prevented in-person interactions with healthcare professionals. Their expectations have been reset in the process, and HCPs are now looking for personalized experiences that reflect their needs and preferences. Even as in-person interactions have resumed, they have yet to return to pre-pandemic levels which, in some places, they never may. The past is now a foreign country, a hybrid engagement model is here to stay, and it must deliver greater value.