The life sciences industry has traditionally viewed sales rep details as the most effective mechanism for engaging healthcare practitioners (HCPs). As a result, field forces have often formed the bedrock of a brand’s strategy to drive sales.
However, the COVID-19 pandemic accelerated a slow - but already present - trend of declining face-to-face visits in favor of increased digital engagement. More than two years after the pandemic, these competing dynamics have forced marketers to rethink how they build their sales rep strategy moving forward, faced with questions such as:
- Will in-person visits ever rebound to pre-pandemic levels?
- How are sales models being recalibrated in the aftermath of COVID-19?
- How is the hybrid approach impacting different customer segments?
- What lessons can be learned from this digital revolution?
To answer these critical questions, ZoomRx analyzed >32,000 in-person and virtual sales rep interactions dating back to March 2020. As we examined the impact of the COVID-19 pandemic on sales rep promotion, four major trends emerged.