Say No to Apps, Portals and Logins for Effective HCP Engagement

Kathleen McQuade | December 9, 2022

Effective HCP engagement

No Apps. No Logins. No Friction. That’s the driving force behind the ZING Engagement Suite.

With ZING, pharmaceutical teams can exchange compliant, two-way unified messaging with healthcare professionals (HCPs) and their staff members without barriers. There are no apps for end-users to download, no portal logins and no subscriptions for them to deal with. To HCPs, ZING offers a seamless, hassle-free experience that’s seen as nothing different than their normal method for receiving text messages which is something they are asking for.

During a recent PhysiciansTake360 interview, double-board certified physician Dr. Mandira Mehra confirmed that, from a doctor’s standpoint, productive pharma-to-physician relationships are centered on responsiveness and effective communication. Unfortunately, oftentimes the way pharma reps engage with HCPs is abrasive and inefficient. Although an integral part of a physician’s work, the process of accessing or contacting reps can be very frustrating.

“When it comes to choosing between two therapeutics that are equally effective, the deciding factor often becomes the effectiveness, efficiency and responsiveness of the pharmaceutical team,” said Dr. Mandira Mehra. “If the physician or patient have questions or needs, and communication problems exists, it will be unlikely that the therapeutic gets prescribed again.”

That’s why the team at P360 created ZING. The comprehensive and compliant digital-first solution enhances existing communication channels with features including text messaging, two-way voice and video calling, onscreen collaboration, form sharing, QR code scanning, artificial intelligence (AI) assistance, signature capture, easy access integrations and more. As P360 CEO and Founder Anupam Nandwana explains, when P360 first launched ZING over two years ago, the goal was to make physician engagement immediate and intentional while remaining compliant.

“We were very intentional about how we created ZING, and ease of use for HCPs was a top priority,” he said. “They have full schedules and don’t have time for unnecessary barriers. ZING help pharmaceutical teams tremendously by giving HCPs what they want, which is a quick, compliant, instant line of communication that delivers the information they need when they need it.”

There are legacy software companies who have tried to solve the HCP engagement problem, but in a way that only serves their current product suite. Because of this, they have missed the most important aspect of HCP engagement, which is a frictionless user experience.

“Although portals and apps had all the momentum nearly a decade ago, they no longer fit into an HCPs workflow,” added Nandwana. “Asking an HCP to download an app, that they have to log into and constantly update, just so they can contact you, is not very practical or welcoming. HCPs live in the same world we all do, where you can scan and order something in two taps or less. And that’s what makes ZING so disruptive.”

ZING releases its end-users from the burdens of app downloads and complicated Web platforms. And this is critically important, especially when you consider the number of professional and personal apps bombarding HCPs each and every day. On Google Play alone, there are more than 3.55 million apps1. The Apple App Store comes in second with roughly 1.6 million available.

Over the past two years, ZING has evolved to include new features and modules that improve HCP engagement by:

  • Enabling reps to overcome access issues associated with in-person visits
  • Removing dependence on emails, which often go to spam
  • Eliminating the need for cumbersome app downloads or HCP portal logins (too many apps and portals to log into and too many passwords to remember)
  • Helping reps navigate compliance challenges
  • Enabling reps to send digital assets instantly

The best part is that to the HCP, their experience is through their native messaging platform, be it SMS text messaging, WhatsApp, or any other communication platform. ZING is vendor agnostic in this regard. Everything happens seamlessly on their preferred device when they want it, on demand.

“ZING is the only platform available that equips pharmaceutical teams with everything they need to engage in compliant, one-to-one communication with healthcare professionals in a streamlined manner,” added Nandwana. “It integrates with leading CRMs and is full of powerful features that enhance any sales enablement strategy or workflow. But for HCPs, it’s completely transparent.”

The team at P360 has decades of experience in managing sales and marketing infrastructure for pharmaceutical commercial businesses, with a focus on creating innovative and disruptive technologies that digitally transform the industry. ZING is a product of that experience, which can be seen in the way it provides an easy, seamless experience for HCPs and pharmaceutical IT, commercial, and compliance teams. And it's why Everest Group2 named P360 a trailblazer in innovation and Gartner points to its products as examples of how life science CIOs can reinvigorate their capabilities with a modern commercial intelligence platform.

“At P360, we offer a variety of unique products for pharmaceutical businesses, particularly for managing the commercial business, including sales and marketing enablement, clinical trials, lab workstreams, enterprise data management, and AI and machine learning,” said Nandwana. “We also customize solutions and build new platforms depending on client needs.”

In addition to ZING, P360 offers other innovative products such as the BirdzAI Data and Analytics Platform, Swittons IoT-enabled smart devices, and its patient lifecycle management solution PatientJourney360.

BirdzAI Data and Analytics Platform

The BirdzAI Data and Analytics Platform is a powerful sales and marketing enablement solution that includes four powerful pre-built modules for Master Data Management, Insights & Analytics, Sales Operations and Marketing Operations. The next-generation ecosystem supports pharmaceutical commercial operations with rapid, end-to-end data management capabilities, including the ingestion, storage, processing and analysis of data derived from commonly used sources like first and third-party prescription data, specialty pharmacy data feeds, CRM systems, marketing interactions reports and more. The robust yet flexible solution also integrates easily with any commercial operations workflow and creates a single source of truth by bringing all an organization’s sales and marketing data sources together into a unified data lake. And its advanced AI and machine learning algorithms then turn that data into insights for real-time sales and marketing operations decision-making, including forecasting, brand propensity analysis, next-best-action insights, customer alignment, territory planning and incentive compensation strategy.

Swittons

Swittons is a ubiquitous enterprise solution that extends remote ecosystems, provides automations and enhances controls by enabling true human-to-digital workflows. Combining RFID technology with push-button functionality and built-in mobile connectivity, Swittons can authenticate and streamline key processes within service ecosystems, supply chains, customer communication, manufacturing, inventory controls, emergency response and more. The full lineup of Swittons smart devices has become extremely popular within the pharmaceutical industry to streamline remote physician engagement, lab operations, clinical trials and more by automating frequent requests and triggering communication channels.

Patient360

Patient360 is a complete solution for managing the patient lifecycle on custom therapy – treatments that demand high engagement, customization, and complex logistics – where patient adherence is of utmost importance. The lifecycle management solution handles everything from the first enrollment call to patient therapy adherence. Having an integrated Call Center solution with a Unified Service Desk provides a solution that can help case managers manage patient demographics, HCP and hospital affiliations, milestones and adherence, adverse events, financial assistance management, and even transportation.

Founded in 2007, P360 specializes in the development and implementation of technologies that help pharmaceutical companies connect with patients, partners and healthcare professionals in a more efficient, less abrasive way. To learn more about all of P360’s innovative products, visit P360.com.

References:

1. https://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/

2. https://www2.everestgrp.com/reportaction/EGR-2022-46-R-5415/Marketing?SearchTerms=%20Trailblazers