Building confidence in hybrid HCP engagement
Cheemia worked with a European pharmaceutical company to support field teams adapting to hybrid engagement and strengthen how digital interactions were used in practice.
The challenge
COVID restrictions significantly changed how healthcare professionals could be engaged. Field teams could no longer access HCPs in the same way and were required to move rapidly towards digital channels.
Teams were pushed into remote engagement without preparation, leading to low confidence and resistance to unfamiliar ways of working. There was also uncertainty about how digital and face-to-face engagement should work together as restrictions evolved.
As a result, engagement risked becoming inconsistent, with digital seen as a temporary substitute rather than part of a longer-term approach.
Cheemia’s approach
Cheemia designed a capability programme to build confidence in remote engagement and support a shift away from brand-led messaging towards a stronger focus on customer need.
The work centred on helping teams understand the intersection between the brand’s value and the needs of healthcare professionals, and how to apply this in remote interactions.
The programme included:
- a digital learning platform with practical tools, short modules and worksheets to support day-to-day application
- structured support for field teams to build confidence in remote engagement
- a management programme to help first-line managers coach and support their teams
- pilot testing with a small group of managers and field teams, followed by refinement and wider rollout
- global rollout supported by translated and localised content
The focus remained on practical application, helping teams build confidence through use and improving how they approached customer conversations.
Outcomes
The programme helped teams build confidence in remote engagement and shift towards more customer-focused interactions.
Participants reported:
- fivefold increase in combined digital and face-to-face engagement compared with the previous period
- more focused and relevant customer interactions
- improved engagement across channels as teams applied a more customer-centric approach
This shift contributed to two consecutive years of strong global commercial performance.