Finalist
Optimising HCP Engagement Through Live and On-demand Digital Channels
Summary of work
In July 2020, it had become clear that the pharma engagement model needed to quickly adapt to meet the changing needs of HCPs. The BMS/Pfizer Alliance (Alliance) had a similar challenge to many pharmaceutical companies – how could they continue to support HCPs with education that would be valued, and convenient, for doctors to engage with at such an uncertain and worrying time.
In the knowledge that other companies were trying to do something similar, the response of the Alliance was to transform a popular live webinar series into an on-demand format. This meant the Alliance could move quickly, be efficient with its limited resources, and ensure that what was created was as easy for doctors to interact with as possible.
This innovative promotional medical education programme sought to consolidate best practice for healthcare professionals (HCPs) as they work to improve the care of patients. The programme is intended for primary and secondary care HCPs involved in the management of patients with NVAF and VTE, to support best practice and provide a forum for education and peer–peer engagement.
Judges’ comments
BMS/Pfizer Alliance and Lucid Group have produced a well executed campaign with a clear target audience and some really good results. Using personal contacts to direct mainly digital interactivity is a really good way of maintaining a personalised approach and meeting the changing needs of HCPs, and the judges loved the aspect of an ongoing dialogue.
