P214: Medical Information: Embracing Digital Transformation to Ensure Customer Centricity
Poster Presenter
Larysa Galvan
Medical Information Fellow
MCPHS University United States
Objectives
The objective of this study is to evaluate the current trends and technology used across Medical Information (MI) departments within the pharmaceutical industry and to gain a better understanding of what the future of MI may look like.
Method
An optional 30-minute survey was distributed to MI specialists who work at pharmaceutical companies partnered with phactMI in January 2023.
Results
A total of 21 MI specialists responded to the survey.
- Every company reported having a medical website available (Figure 1)
- 35% of respondents reported they offer a live text chat with an MI specialist on their medical website (Figure 2)
- 57% of respondents reported they post congress materials on their medical website (Figure 3)
- The following responses were provided when asked about the available method(s) offered in response to unsolicited MI requests (Figure 4). Respondents were asked to select all that apply.
o Email 100%
o Web/browser-based chat 33%
o Mail 24%
o Phone 24%
o Fax 19%
o Web/browser-based video call 19%
o Text messaging service 4%
Conclusion
This study is subject to several limitations. First, the survey was optional with an inflexible design. Next, the number of survey respondents was small, and some MI specialists did not fully complete the survey. With the evolution in technology, customer expectations are increasing. This provides an opportunity for pharmaceutical companies to embrace new services and technologies, thereby putting the customer first. In fact, digital technology may improve the experience of HCPs by allowing them to access information in various formats, ensuring a better understanding of our medications and products, thus supporting their clinical decision-making.
