Pharma Companies, Health Care Providers Utilize Telesolutions and Digital Sampling

Over the last several years, telelsolutions have been a growing trend in health care due to the COVID-19 pandemic, which spurred this trend forward with virtual care becoming vital. The switch to digital engagements is set to continue to grow and will measure success in the health care industry.

In this interview with Integrated Healthcare Executive, Jennifer Baughman, director of customer operations at Cardinal Health Third Party Logistics (3PL) Services, provides insight on the growing trend and future of telesolutions as well as the expansion and benefits of digital sampling.

Can you discuss the growing trend of telesolutions and the need for continued advancements in sample services?

As the world we are living in continues to change, how pharma companies and health care providers engage and interact are following suit. From an access standpoint, the COVID-19 pandemic has further contributed to a lack of access to providers and sales reps from pharma companies once had, and it’s creating a greater need to develop new and innovative ways to educate providers. Virtual communication methods, or telesolutions, like in so many other fields during the pandemic, rose as a solution. While once considered a solution specific to geographically remote territories, the shift in access has created the evolution in this space.
Beyond the lack of access created by the pandemic, there is also the change in the workforce that needs to be addressed. The health care industry is not immune to the changes happening in the workforce, and pharma companies need new solutions that still enable providers to get the information they need about products, regardless of what changes are happening in their sales force.

How do you think telesolutions will continue to evolve in the future?

I think it’s going to become a more common tool that sales teams can tap into to create a more omnichannel approach. With the workforce shifts, many sales teams just don’t have the staff to physically reach the number of providers they once did and telesolutions creates an option to outsource some of that pressure.
Telesolutions being used more frequently will also mean the ability for sales teams to create a stronger ROI. I expect the types of digital engagements will evolve, whether that’s through webinars and video chats that have become more popular during COVID-19 or newer methods.
What is great about telesolutions is that it can be used in a variety of ways. Some companies may still prefer a sales rep to make an initial visit to qualify a prescriber, and then use telesolutions for follow up. This type of offering is flexible to the needs of the product and pharma manufacturer at the time, and we’re always measuring the success/ROI.

How has digital sampling expanded during the COVID-19 pandemic and what are some of the benefits being seen?

COVID-19 was a catalyst to the provider access and workforce challenges that this industry has adapted to. The other thing I will say is that we are continuing to see the trend away from paper samples to be compliant with Prescription Drug Marketing Act (PDMA) requirements.
We were already seeing some technological preferences with changes like this; but at the end of the day, physicians want to understand the usefulness and efficacy of the product and treat their patients. Our job is to educate and empower them to make the best clinical decision available. 

How are Cardinal Health 3PL Services uniquely beneficial to providers?

While 3PLs traditionally distribute to wholesalers for the majority of their shipments, we are continuing to interact more and more with direct customers on behalf of manufacturers, and our role is to make the experience of ordering, receiving product seamless.
One growing area is how we interact with providers offering cell and gene therapies. This market is so new, and so unique, we need to be able to understand and guide providers through the journey—something we’ve been doing since the first cell and gene therapies came to market in the United States.

Is there anything else you would like to add to the conversation today?

The switch to more digital based engagements will transform how we measure success in this field, and I’m excited to see how the industry continues to shift to better personalize communication and educate providers.

About Ms Baughman
Jennifer Baughman is director of customer operations at Cardinal Health Third Party Logistics (3PL) Services.