Forming the Future Field
2021 Health Trends
The interface between life sciences and people, prescribers and payers remains incredibly human. Nurses, clinical research associates, medical science liaisons, field reps, and so many more, bring education, support and daily management to people around the world. As we enter 2021, their work is being amplified by digital tools, asynchronous reinforcements, and data-driven insight. We’re watching CRM cues trigger meaningful follow-up and opportunities to reconnect. New channels — from chat to text — are taking away the friction of check-ins. But every engagement still pivots off the most irreplaceable of connections: the 1:1 relationship. To continue to fuel those personal connections, field leaders are focused on retention, and skill-building in ways to earn trust and loyalty, and mastery of rapidly scaled technology.
Critical Question
How do we empower and amplify our critical frontline teams in 2021 and beyond as access and engagement continue to evolve and change?
Did you know...
76%: The overwhelming majority of doctors still intend to engage with reps face-to-face on a monthly or weekly basis, but most also expect access in other channels on a more frequent basis.
— Syneos Health, 2020
65%: As of December 2020, 65% of managed markets field teams had
the ability to go back to face-to-face meetings and ~1/3 of all
meetings happened in person, at appropriate distance with PPE.
— Syneos Health, 2020
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