Healthcare Provider Engagement Strategies for Oncology Therapeutics
As healthcare providers (HCPs) and patients grapple with fears, policies, and practices during COVID-19, cancer patients are reporting significant disruptions to their ongoing care. One in three cancer patients surveyed by the American Cancer Society said they are worried about their ability to receive care during the pandemic.
Even as hospitals work to re-open, steep drops in cancer screenings and testing during March and April present significant challenges to access. Our recent report revealed that oncology screenings such as cervical cytology plummeted nearly 70% during COVID-19. In another, we found that colonoscopies fell 90% and colorectal cancer diagnoses dropped by nearly one-third.
And since many cancer patients are immunocompromised, their healthcare visits are now shifting to virtual appointments. Our recent analysis found a more than 1000% uptick in telemedicine use among oncologists.
During this unprecedented time, life sciences teams need to arm oncologists with education to help them make the best decisions for patients amidst many new care considerations.
With so many healthcare providers sidelined or using telemedicine, it’s difficult for life sciences teams to engage them. In fact, 3 out of 4 commercial life sciences leaders are no longer confident in their current strategies because of COVID-19, according to a recent poll we conducted.
This challenge is even greater for those field teams who have been building their HCP target lists from incomplete, outdated prescription data.
As the market rapidly changes in the wake of COVID-19, your top tier HCPs may change too. You need real-time, accurate clinical data to follow trends in patient care.
Engaging HCPs during COVID-19
In good news, deploying clinical alerts can help life sciences teams engage HCPs successfully during COVID-19.
With clinical alerts based on timely, complete data, you get a true picture of the patient journey so you can:
- Engage relevant HCPs who are open to hearing about your therapy
- Expand the breadth of relevant HCPs to engage because you can see more aspects of the patient journey
- Target the precise moments that matter in the care pathway
Clinical alerts enable more timely interactions with HCPs. That’s because these alerts can deliver the relevant information you need, like which HCPs are actively treating cancer patients via telemedicine, which clinicians are most relevant to patient care right now, and what types of treatment decisions oncologists are currently making.
With timely, relevant information, life sciences teams can determine the right messages to get the attention of the right HCPs.
This is especially important during the pandemic when HCP inboxes are overflowing due to the disruption to in-person engagement.
Results that make a difference
The best part about clinical alerts? They can help improve outcomes by enabling you to reach the HCPs that are in the best position to close care gaps by delivering the right therapies to the right patients. And it can get you back on track to meeting your 2020 goals.
For example, one company was having trouble recruiting 66 patients needed for a Phase 3 hematology trial. Within 100 days of activating clinical alerts, they identified and screened 77 patients. Despite the initial delay, the trial is now on track to close three months early.
Another company needed to target relapsed patients who had received multiple lines of therapy for a liquid tumor. They received alerts on providers using competitive therapies and those who had already treated patients with multiple lines of therapy. The company was able to focus on HCPs likely to make an upcoming treatment decision for patients who may benefit from a new treatment option. Their teams were able to have effective HCP conversations by using clinical history flags based on anonymized details about previous treatments a patient received.
These are just a few examples of how clinical alerts can help life sciences teams meet their objectives.