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
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.
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