When the COVID-19 pandemic hit the United States this spring, our lives were abruptly altered. With less than a week’s notice, many of us became work-from-home homeschool teachers and were forced to navigate toilet paper shortages, community closures, and constantly changing public health information. In our professional worlds, pharmaceutical manufacturer account engagement swiftly shifted to a more challenging virtual environment.
The COVID-19 pandemic has affected various customer segments differently, making some customers more difficult to engage than others. For example, in the first ~6 weeks following the onset of COVID-19, IDNs reported contact with only four pharmaceutical manufacturers on average, compared to 13 on average for PBMs. Across all customer segments, there was some level of slowed operations related to formulary decisions, processes, and contract negotiations as COVID-19 became the immediate priority.
While some semblance of normal life has returned depending on where you are, it is hard to say for how long this “new normal” of virtual customer interaction will continue… In fact, some customers have expressed some benefits and expect virtual interactions to endure beyond the pandemic. Either way, we appear to be in this for a while, so we thought it beneficial to examine some best practices.
Best Practices in Virtual Engagement
To understand this better, HIRC conducted a quick survey of 59 decision-makers spanning four customer segments in April 2020, including Commercial Health Plans, Pharmacy Benefit Managers, Integrated Delivery Networks, and Specialty Pharmacy Providers. Through these panelists’ nominations of manufacturers providing the Best Virtual Support during COVID-19, we were able to develop five key best practices in virtually engaging your customer:
- Be responsive and flexible in your availability: Be quick to respond, provide multiple lines of communication (text, phone, email), and have quick turnover time and flexibility in your availability to meet virtually.
- Provide a seamless transition to virtual meetings: Conduct meetings as if you were in person, leaving the attendees feeling like nothing was missed - be thorough, have presence, and do what you can to continue projects without interruption.
- Offer high quality meeting content: Customers’ time is tight right now, so ensure meetings are full of need-to-know timely and relevant information. Proactively inform and address critical issues, such as drug shortages.
- Ensure ease of use of technology solutions and software: Provide instructions for how to use new technology beforehand and try to choose software that is easy to use. Test your software ahead of time. Technical difficulties are frustrating for everyone, you included!
- Conduct concise and efficient virtual meetings: Again, customers’ time is tight. KDMs appreciate account managers that are respectful of this. Shorter, yet productive & valuable engagements will increase your chances to get time with key decision-makers in the future.
What Do Customers Need Most Right Now?
When asked how manufacturers can best support customers during this time, the most consensus is around simply maintaining open lines of communication. PBMs and specialty pharmacies request flexibility in contracting and associated procedures. IDNs may not be focused on regular formulary and partnership discussions at this time, only very essential/critical activities related to COVID-19. Keep communications with this segment targeted and focused on their key business needs. Proactively reach out to these customers regarding potential supply chain issues.
Well... I’m off to teach common core math. If you’d like more information on this topic, I encourage you to check out HIRC’s COVID-19 Special Report Series, available now with a subscription. Health and happiness to all as we continue to navigate life during a pandemic.
