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2 min read

How to Build a Game-Changing HCP Portal

While an HCP portal might initially seem like outdated technology, doctors are increasingly searching online before speaking to in-person sales reps. These “digital-first” HCPs still want to engage, but are more likely to do so through an intuitive digital experience. An exceptional HCP portal, whether for commercial or medical information, engages and educates through conversational AI. “Think of the HCP portal as a front door to the business and maybe even a linchpin to your commercial engagement,” says Richard Marcil, Chief Customer Officer at conversationHEALTH.

While the competition to any brand.com portal is Google – which is obviously a very high bar – it isn’t always right. Google requires physicians take time and do more work to validate the source and find the takeaway, assuming the information is accurate and applicable. To disrupt current HCP behavior, a portal should have a “digital-first design” – including self-service 24/7, branding and traffic drivers (such as “ask-brand.com”) as well as a clear path to escalate to humans. Once a doctor logs in via web or mobile, they can access information about a product, condition or service and easily reach key people (for example, by instantly booking a meeting). Each transaction is saved for follow-up, whether by the rep or lead MSL, etc. Unlike Google, which is built for everyone, an HCP portal is highly specialized and can be personalized according to each physician’s preferences. 

Chuck Sachs, Senior BRM, BBU Medical IT at AstraZeneca notes that thinking of customers early-on when implementing a conversational AI portal results in better outcomes. A portal adds value whether an HCP is “see or no-see,” by facilitating connectivity 24/7 and enabling ongoing conversations. “The HCP portal is a powerful way to activate that HCP next best action, which is just extending an experience,” Richard adds.  As far as internally-facing considerations, Chuck points out that there are key differences in compliance around the world, which must be reflected in the HCP portal. Before globally scaling, companies should be aware of “the rules of the road” in each market. 

As HCPs will return to a portal based on the content, it should be easy to maintain, re-use and redistribute, and always be accurate. Think of content as a strategic feature of the business which should be updated regularly. It should also be integrated across the organization so there is a single point of truth. At AstraZeneca, all medical information is maintained in one place, feeding the CRM system so it can be used across many endpoints. 

All interactions through the HCP portal lead to real time data analytics – enabling companies to see exactly how customers are interacting at the moment of need. This is especially valuable during periods of heavier use, as patterns start to emerge – which can be addressed in future messaging. Given the potential for increased interaction and thus elevated script lift, an HCP portal built on conversational AI is an invaluable investment for all life sciences organizations.

10 Key Considerations for Building a Game-Changing HCP Portal  

  1. Provide an exact, concise answer and supporting information available 24/7/365.
  2. A frictionless customer experience with a hand-off to a human expert such as an MSL, if and when required.
  3. A truly personalized experience i.e. “Welcome back, Dr. Jones.”
  4. Delivers off-label content as easily as on-label.
  5. Promotion and awareness plan in place – traffic drivers are a critical component for scaling and success, and are essential to growing utilization, engagement, customer and clinical insights.
  6. A solution that integrates with all major software providers in the life sciences industry for case management, compliance, content efficiencies, human-escalation i.e. AE/PC detection and capture built-in.
  7. Technical infrastructure for conversational AI to be integrated into the privacy, security, and information risk management frameworks of the organization.
  8. A highly developed conversational AI capability available across multiple channels i.e. web, mobile, text and voice.
  9. An AskManufacturer.com model that can be used across commercial and medical information.
  1. Global architecture for local adaptability and optimization i.e. markets, languages, brands. 

 

Watch the discussion between Richard Marcil, Chief Customer Officer at conversationHEALTH and Chuck Sachs, Senior BRM, BBU Medical IT at AstraZeneca.

 

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