A year ago, an MSL asked me a really good question. How do you turn all this data we have on HCPs into relationships? I have been thinking about it ever since. Here are 3 ways to start using data to build relationships with HCPs. 

Data can help you understand what HCPs care about. This allows medical affairs folks to figure out ways to add value. When you know how to add value, it becomes infinitely easier to gain trust and build the relationship.

When thinking about how to turn data into a relationship ask yourself this question: what does this tell me about what my HCP cares about?

Cracking the code on this is how medical affairs teams can use data to build relationships with HCPs. 

Data on HCPs can also be used to build other relationships. This is a great way to get warm intros to other HCPs and broaden your network. 

3 Hacks for Using Data to Build Relationships with HCPs

1. Look at trends over time 

Looking at something for an HCP at a single point in time doesn’t tell you much. If your favorite KOL published 20 papers in 2022, that’s pretty cool, but so what? How can you use that to add value? 

Instead, look at the KOL’s publication record over time. Is the number of publications per year increasing or decreasing? If increasing, this may mean they are growing their lab and want to publish more. Ding ding! This is a potential way to add value and build the relationship. Look for opportunities to help them meet their publishing goals. It can mean ISS with your company or connecting them with another KOL for a collaboration. 

This hack can be applied beyond publications: clinical trials, types of publications, claims data, etc. Look at what is happening over time to get insights (pun intended 🙂!) on an HCPs’ focus area. Then think creatively to find ways to add value and strengthen the relationship. 

2. 📲Monitor their most talked about topics on social media/ the web

What does your HCP talk about most on their social media? Pay attention to the topics that come up over and over. This may indicate this is a focus area for them. 

Don’t just look at the topics. Look for other trends as well. Are they talking about a broad set of topics? Do they engage with certain people? Does it seem like they are trying to grow their online presence? 

If they are trying to grow their online presence, a super easy way to build the relationship is to help them do that. Social media can be a little tricky for medical affairs folks. Keep in mind, helping grow someone’s influence doesn’t just mean interacting with their social media. It can also mean spreading the word about their online presence to other HCPs, for example. 

Once you notice a trend, be creative on how to add value and build that relationship! 

3. 🩺Leverage HCP networks to broaden your network

This is the classic warm intro approach, and it’s popular for a reason. It is extremely effective for building relationships. Most medical affairs professionals will ask HCPs for intros to other folks they should know. You can also use HCPs’ data to figure this out on your own. Look at who the HCP is publishing with, co-presenting with, following on social media, who they engage with on social media, etc. 

Conclusion: Data Can Help Medical Affairs Understand What HCPs Care About

Here are 3 ways you can start to use data to build relationships with HCPs. The key to all of this is to identify a trend and then assess what the intent is behind that trend. When you understand what is driving them, then you have the keys to adding value and building the relationship. Next step: uncovering great insights. Check out these questions to develop your set of go-to questions. 

How have you used data to build a relationship? Please share!