Do your HCPs know why you are meeting with them and asking questions (gathering insights)? It’s likely that they have no clue why this info is valuable to Life Sciences companies or how this information is used. Build trust by keeping HCPs informed about insights.

Key Takeaways

Build trust and relationships with HCPs by communicating:

🎯That their opinions are important for guiding decision-making

🎯Relevant updates on how the insights led to meaningful changes (impact)

Do Your HCPs Understand How Insights are Utilized?

What do HCPs think about the role of Medical Affairs and MSLs? Do they understand why Life Sciences companies are interested in their opinions? Probably not. But this is a great relationship building opportunity!

Think about it from their prespective. Medical Affairs teams want to meet them, share data, and ask a lot of questions, but they don’t know why. When you explain the why, it gets people onboard and more engaged.  

Keep HCPs Informed About Insights

Don’t go into detail about what insights are and the process. Keep it high level and explain why understanding their treatment decisions helps your company improve patient outcomes. They may not realize how vital this information is for decision-making and ensuring that patients have access to the therapies they need. 

Keeping HCPs updated on how their opinions helped create meaningful change is another way to add value and maintain the relationship. When you are contributing something, don’t you want to know the outcome? Think about how MSLs complain that insights seem to go into a black box and they have no idea how they are being used. It’s a similar situation. Close the loop for HCPs! Keep HCPs informed about insights, share the outcomes, and let them know how they contributed. It makes them feel good and more likely to engage in the future.

It’s also a stealthy way to get additional insights. Things change. Including opinions. Has something changed since the last time you met? Why? This may be another insight!

Conclusion: Keep HCPs Informed About Insights to Build Trust

Insights on HCPs’ decision-making processes are critical to any medical/brand strategy. Keep your HCPs engaged by giving them the why and letting them know how important their opinions are. When their opinions have been used to inform the strategy, let them know! Everyone appreciates knowing they are making a difference. Plus this is another great way to add value. 

Do you already keep HCPs informed about insights? What do your HCPs say? Do they appreciate it? Please share!