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The Vital Role of Technology in Building Better HCP Relationships and Enhancing Patient Care

Meditech Today

by Brian Fitzgerald | Last Updated: June 18, 2024 | Read Time 1 min read

As medical knowledge and treatment options evolve at breakneck speeds, keeping healthcare professionals (HCPs) and the patients they serve informed and engaged is more important than ever. This is especially true within the pharmaceutical industry, where good working relationships with HCPs remain a vital component of patient care. And this is where pharmaceutical representatives, including sales professionals and Medical Science Liaisons (MSLs), really shine. These professionals serve as conduits of vital information about the latest advancements, potential benefits and any associated risks.

“The knowledge that pharmaceutical reps and MSLs share plays a fundamental role in helping HCPs make informed decisions about patient care,” said P360 CEO Anupam Nandwana. “By taking steps to improve HCP engagement, pharma companies can contribute to the continuum of care, while also improving sales. And given today’s constraints and demands, modern technologies are playing a pivotal role in fostering these relationships and ensuring that they translate into better patient outcomes.”

Bridging the Knowledge Gap

P360 specializes in the development of technology that helps pharmaceutical companies improve operational efficiency, enable end-to-end visibility, streamline workflows, and boost customer engagement. These technological solutions are transforming how pharmaceutical reps and MSLs interact with HCPs, making the dissemination of critical information more efficient and impactful. One example is the ZING Engagement Suite, which P360 developed to help pharma companies improve the way they communicate with HCPs and patients. ZING’s comprehensive suite of features offers seamless, secure, and compliance-enabled communication channels that eliminate barriers between life sciences companies and their stakeholders.

ZING helps bridge the knowledge gap by enabling company reps to connect with HCPs and patients through channels such as text messaging, two-way voice and video calling, and onscreen collaboration. The platform also allows for form sharing, signature capture, and inbound communications via QR code scanning, enhancing the ease of information exchange. ZING even includes the integration of its own AI, which automates intelligent answers and real-time support, ensuring that accurate information is always within reach. And with all this under the hood, it’s no wonder P360 was recently named Innovator of the Year by the Diversity Alliance for Science.

“While ZING offers several unique features that help make HCP and patient engagement a breeze, one of its biggest benefits is that it allows companies to do it at scale,” added Nandwana. “With the power of our proprietary AI, EdenHelp, company reps can answer questions and fulfill requests without lifting a finger, any time of day.”

Automation with AI: The Power of EdenHelp

An integral component of ZING is P360’s new application, EdenHelp, an innovative, generative AI-powered information platform. EdenHelp enhances the communication capabilities of pharma companies by offering real-time, accurate answers to queries from HCPs and patients, ensuring that they have access to up-to-date product information. The new tool integrates effortlessly with ZING and is also part of the engine that powers various workflows, including Medical Information Requests (MIR), sample requests, scheduling, and more. This flexibility and intelligence make EdenHelp and ZING invaluable tools for pharmaceutical companies looking to facilitate efficient and effective communication that supports better patient care.

“The integration of advanced technology in HCP and Patient engagement is not just a trend; it is a necessity,” added Nandwana. “Tools like ZING and EdenHelp exemplify how technology can bridge the communication gap between life sciences companies and healthcare professionals. By providing real-time, accurate information and streamlining workflows, these tools enhance the decision-making process for HCPs and improve patient care outcomes.”

Why Digital Transformation is a Must for Pharma

One significant advantage of employing advanced technologies like ZING and EdenHelp is the end-to-end visibility they provide. Pharmaceutical companies can track and monitor interactions with HCPs in real-time, which not only helps maintain compliance but also allows for a more personalized approach. The platform can also help teams identify trends and gaps in knowledge, enabling them to tailor follow-up information to the specific needs of each HCP.

“Effective engagement with HCPs is about more than just sharing information; it’s about building lasting relationships,” said Nandwana. “Technology enables pharmaceutical reps to deliver personalized experiences through targeted communication and tailored content. This enhanced engagement fosters trust and collaboration, ultimately leading to better patient care.”

Looking Ahead

The ultimate goal of enhancing HCP engagement through technology is to improve patient outcomes. When HCPs have access to the latest information and tools, they are better equipped to provide high-quality care. They can make informed decisions based on the most current data, leading to more effective treatment plans and improved patient satisfaction. And as technology continues to advance, its role in shaping the relationship between pharmaceutical companies and HCPs will only grow more significant.

Companies like P360 are at the forefront of this transformation, developing innovative solutions that enhance operational efficiency, visibility, workflows, and engagement. For pharmaceutical companies investing in these technologies, it’s not just about staying competitive; it’s about making a meaningful impact on patient care. By leveraging advanced tools and platforms, they can ensure that HCPs are well-informed and well-equipped to provide the best possible care to their patients.


  1. https://meditechtoday.com/role-of-technology-in-hcp-relationships/


Brian Fitzgerald