Guide: Improving HCP Conversations
In reviewing over 500 HCP, KOL, Rep and MSL virtual branded and unbranded interactions, Intempio’s research shows that the single greatest predictor of positive meeting outcomes is a lively medical discussion. It’s unknown whether discussion engenders active transfer of knowledge, or if discussion builds rapport between the participants, leading to the outcome, but in all cases, the presence of a lively discussion coincides with positive outcomes.
These findings beg the question: “how can we increase the amount of lively discussion in our medical conversations? ”
The findings indicate that lively medical discussions occur when active questioning by facilitators takes place or when content is directly relevant to the clinician. In both instances, active discussion takes place among two or more parties, and is not strictly presentation.
Additionally, the findings indicate that during lively discussions, clinicians will typically provide detailed requests for information that are directly relevant to treatments for a (anonymous) patient or patient set, allowing for greater follow up discussion opportunities.
Actions to increase discussion:
- Choose environment: Identify environments that are conducive to active discussions and plan accordingly
- Narrow content: Gather conversation data, analyze for content relevance and identify content needs
- Identify questions: Gather conversation data, analyze for common topical feedback questions and generate facilitator guide
Train facilitators: Provide relevant content and questioning training to facilitators to provide on-demand content and new skills to drive discussion
Measure discussions to improve outcomes
- Sessions were virtual, moderator supported and funded by pharma. Sessions were disease state education, Ad Boards, Branded and unbranded Speaker programs.
- A positive outcome is defined as a measurably increased agreement with the presented science by the HCP in the meeting.
- A lively medical discussion is defined as more than three dialog exchanges between discussants on the same topic that were initiated by a question or comment from any party.
- Relevance is defined as a topic of discussion that pertains to the clinician’s current or potential patient list and provides new information or clarification for the clinician that allows for a change in clinician behavior.