Actionable feedback – how to ensure the team acts on HCP feedback?

Recognise the true impact of CX

Poor customer experiences significantly reduce future healthcare professional (HCP) engagement. Excellent experiences, by contrast, can increase engagement dramatically – up to 79%.

Exceptional experiences don’t just benefit immediate interactions. They build lasting trust, enhance your reputation, and improve prescribing confidence. This means HCPs are more likely to share valuable content with peers, seek further information from your company, and recommend your materials to patients.

Measure precisely, act decisively

DT Consulting’s Customer Experience Quotient® (CXQ®) highlights exactly how pharma interactions rank from the HCP perspective:

• Face-to-face meetings still prevail, with Medical Science Liaisons (MSLs) slightly ahead of sales representatives. Yet, given their high cost, these interactions must deliver clear, differentiated value.
  
  
• Remote engagements have shifted noticeably. Video interactions with medical reps dropped significantly, highlighting the need for new strategies post-pandemic. Virtual events, however, are making a comeback, underscoring their continued potential when executed well.
  

Offer genuine choice, not assumptions

Over one-third of HCPs want more or different channels than what pharma typically provides. Surprisingly, 14% of HCPs don't even think about whether current engagement channels match their needs, suggesting pharma should proactively clarify and expand available options.

Companies need to critically evaluate and diversify their digital and physical channels to align better with what HCPs genuinely prefer, not just what the industry assumes.

Segment сlearly, уngage еhoughtfully

HCP preferences vary widely:

• About 25% strongly prefer face-to-face interactions, despite acknowledging digital channels.
  
  
• Digital-first HCPs tend to be more critical and harder to satisfy.
  
  
• The largest group (over half) seeks a balanced approach between digital and face-to-face interactions.
  
  

Focusing your strategy on these balanced adopters is a smart move. Engage them with well-designed interactions tailored to their real-world needs and preferences.

Practical step-by-step guidance for acting on feedback

• Collect consistently: Regularly gather feedback from multiple channels to ensure comprehensive insights.
  
  
• Analyse thoroughly: Use analytics to uncover patterns and pinpoint key areas needing immediate attention.
  
  
• Prioritise strategically: Address feedback directly linked to HCP satisfaction, prescribing decisions, and engagement rates.
  
  
• Implement rapidly: Don’t sit on feedback – quick action shows HCPs you genuinely care.
  
  
• Review regularly: Continuously monitor the effectiveness of changes and adjust them quickly as needed.

Create accountability with clear metrics

To make sure your team acts on feedback, clear metrics must be part of your regular workflows:

• Response Time: How fast does your team acknowledge and respond to feedback?
  
  
• Resolution Rate: Track what percentage of feedback-driven changes measurably improve HCP engagement.
  
  
• Repeat Feedback: Pay close attention if the same issues repeatedly surface – it could indicate deeper systemic problems.

Close the loop transparently

When feedback leads to improvements, share these wins clearly and consistently with your HCP community. Showing that their input genuinely matters reinforces trust and encourages ongoing engagement.

Acting on feedback isn’t about ticking boxes – it's about building genuine relationships. At Screver, we specialise in capturing insights that empower pharma teams to enhance their customer experiences.

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