WHAT ARE “MEANINGFUL INTERACTIONS”?

Simply stated, a “meaningful interaction” between an HCP and a pharma sales rep is an exchange that results in an increased likelihood that the HCP will prescribe the product. This can only happen when a rep delivers value to an HCP, establishing themselves as a trusted advisor.

The industry has long surveyed HCPs to understand what they want from biopharma companies in an attempt to understand what makes a “meaningful interaction” with a rep. In a research study conducted in 2023,⁴ over 2000 HCPs in the US, EU5, and APAC were asked to indicate what drives an optimal customer experience with biopharma. In a long list of options, the top three drivers, in priority rank order, were:

1. Knowledgeable staff
2. Easy to contact/engage with
3. Respects my time

The first driver is related to rep competence; the second driver relates to a rep’s interpersonal skills; and the third driver is a result of being an expert at the first two.

MASTERS OF THE MESSAGE

When it comes to knowledge, reps are expected to show up to an office visit competent and confident with regard to disease state – the patient journey, treatment guidelines, and competition – and product information – mechanisms of action, new indications, and clinical evidence – which are table stakes. In addition to these basics, reps need to come prepared to provide HCPs with information related to market access – acquisition; coverage and access; and billing, coding, and reimbursement – as well as a personalized story that links the HCP’s specific patient population to better outcomes as a result of their product.

If a rep does not come with this knowledge, they will not earn the trust and credibility required to have a meaningful interaction. In addition, without strong interpersonal skills, the rep won’t be able to create the critical human connection with the HCP that can either make or break a face-to-face interaction.

Armed with solid knowledge and savvy interpersonal skills, reps can maximize their limited time with an HCP to make the greatest impact and position themselves as trusted advisors. These reps are what we call “Masters of the Message” – reps who can efficiently and effectively drive positive prescribing behavior and brand preference among HCPs.