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How can pharma teams optimise their HCP portals to strengthen HCP relationships and impact patient outcomes?

In recent years, pharma companies have invested heavily in their healthcare provider (HCP) portals, along with other digital
The post How can pharma teams…



In recent years, pharma companies have invested heavily in their healthcare provider (HCP) portals, along with other digital solutions, to account for the reduction in face-to-face time between reps and HCPs during and post-pandemic.

While the concept of HCP portals is a good one, the perception and impact has sometimes been underwhelming. Many organisations report low engagement amongst HCPs, and HCPs themselves talk of frustrations when it comes to utilising pharma-sponsored portals.

But it doesn’t have to be this way. A well-designed and thought-out digital solution, with a considered user experience, can deliver a better service and support HCPs to deliver positive patient outcomes, whilst strengthening relationships between pharma companies and their HCP networks.

What is meant by an HCP portal?

When we talk about HCP portals, we’re referring to gated websites or ‘portals’ that allow pharma companies to inform and engage directly with customers (HCPs) about their products, essentially providing a marketing platform.

The content of these sites varies between promotional and non-promotional content — and choosing the right balance for customers is critical for success. Promotional content refers to anything that could be interpreted as persuasive activity by manufacturers or distributors in order to induce the prescription, purchase, or supply of certain products. Conversely, non-promotional content means neutral and primarily informative — a ‘no-sell’ strategy.

While both types of content are created to increase awareness of products and therapeutics, HCPs can be suspicious about the impartiality of pharma-sponsored digital products, so it is important that organisations work hard to strike the right balance.

The level of trust between HCPs and pharma teams can vary, but the important thing is that the content on HCP portals improves perceptions, strengthens relationships, and adds value, which increases digital engagement and leaves customers fully informed and supported.

How can portals best support HCPs?

When terms like HCP, customer, and user are used, we can sometimes forget that we are dealing with people. Take a step back and remember that the people you want to reach, talk to, and engage with want the same things that you would want from your digital experiences — straightforward interactions and navigation, and quick and easy access to information.

Supporting HCPs in carrying out their day-to-day work should be a primary goal for a portal, in order to strengthen relationships and create genuine value. To cover all bases, portals should offer access to comprehensive scientific (e.g. efficacy or trial data) and prescribing information, along with patient or HCP-focused materials for distribution.

Once you’ve identified the content that will add most value and benefit to customers, it is important to update it regularly, and create further relevant content that supports them. This is a sure-fire way to increase engagement and build trust, by showing that your organisation provides up-to-date, reliable content.

Don’t forget to think about user experience (UX). Give HCPs autonomy by allowing them to set their contact and content preferences. Strive to offer a seamless digital experience across brands and touchpoints that enable HCPs to intuitively navigate your portals and find what they need. By connecting the parent brand and product brands with a single customer view, you’ll improve perceptions and strengthen your overall brand identity.

Ultimately, the portals that best support HCPs are those where the creator understands what is needed and valuable. Ideally, you should be speaking to customers about their preferences on a regular basis to ensure you’re providing a service they actually need or want, not just what brand teams think they need or want them to hear.

How can this impact patient care?

When a portal site is working effectively, it can have a potential positive impact on the patient care given by HCPs, as certain content can help HCPs to deliver for their patients in line with their own expectations. For example:

  • Patient support programmes: particularly popular in the US, therapy-specific financial support programs can be set up to provide access to medications for low-income patients.
  • Dosing calculators: some brands produce easy-to-use calculators that allow HCPs to input patient information and output accurate patient dosing information.
  • Samples: in some markets, samples can be ordered on HCP portals. These can then be prescribed to patients to potentially improve patient outcomes.

As well as providing content or support programmes, a best-in-class portal will have indirect benefits for patients. By offering quick and easy access to accurate information at the point of care, pharma companies’ portals can free up time during appointments that may have otherwise been wasted navigating clunky platforms with bad UX. Likewise, up-to-date scientific information helps to inform HCPs on the most effective way to use the medications they prescribe, by providing data on trials, efficacy, and real-world case studies.

The benefits a great portal can bring for pharma teams

Investing in the creation of a portal with engaging, accurate, up-to-date, and varied content will strengthen relationships and build trust with HCPs. Offering better support will set you apart from the competition, build your reputation, and leave a lasting impression, as well as help to overcome negative preconceptions around portals.

With a great portal comes great agility, which means your company will be able to reflect industry trends and changing user preferences more easily, such as utilising reusable, modular content or more dynamic video or infographic content. By adopting approaches that are emerging quickly, it reminds customers that you are thinking about their needs and treating them like people: the platform is designed for them, rather than to target them.

By creating content that HCPs actually want to engage with and can navigate easily, you’ll achieve your objective of increased engagement — more visits, longer session times, more users, and more product awareness and understanding.

Going beyond strengthening your relationships with HCPs, an effectively designed and built HCP portal can also support your organisation from an operational perspective. With the right model, your company will be able to scale rapidly across therapy areas and markets, and improve time to market for new product sites, meeting the regional legal and access requirements in the process.

Well-designed HCP portals allow for a streamlined approach to outreach and engagement, which can reduce spend. By consolidating your technology and only maintaining functionality that has proven to be effective, your HCP portal will deliver a better experience, whilst saving money that can be redirected to other priority areas. Platforms designed with a great UX will also reduce technical support requirements and pressure on call centres by enabling users to complete tasks unaided.

Final thoughts

HCP portals typically have mixed reputations amongst their end users but, when executed correctly, they can bring significant benefits and create value for HCPs, patients, and pharma teams.

Some final considerations to account for when creating or optimising your own HCP portals are these:

  • Information should be easy to access, with customer and user experience considered as part of the design and build of the portal;
  • Content should be HCP-centric with a focus on patient outcomes;
  • Ensure the majority of digital content is informational, educational, varied, and high-value; &
  • Seek to align your content and user journeys with the HCP and their goal of improving care for patients.

About Edward Hart

Ed is skilled in digital strategy, UX, and UI design, with extensive experience working within regulated industries. He’s successfully delivered digital products and design systems for global pharma organisations, scaling across brands and markets, and training client teams and vendors in effective use.

The post How can pharma teams optimise their HCP portals to strengthen HCP relationships and impact patient outcomes? appeared first on .

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Top 3 commercial real estate REITs to avoid amid a triple whammy

Commercial real estate REITs have been under intense pressure as the industry faces a tripple whammy of high-interest rates, work-from-home, and white-collar…



Commercial real estate REITs have been under intense pressure as the industry faces a tripple whammy of high-interest rates, work-from-home, and white-collar layoffs. On Wednesday, the Fed decided to hike interest rates by 0.25% and signaled that more rate hikes were coming.

And recent data shows that the percentage of people working from home is still sharply higher than where it was during the pandemic. Worse, many large companies like Amazon, Salesforce, and Meta Platforms are laying off thousands of employees. 

Therefore, with debt maturities coming up, there are concerns that the industry will be in trouble for a while. Further, as I wrote in this article on the SCHD ETF, REITs are now competing with cash, with short-term bonds yielding over 5%. So, these are some of the top commercial real estate REITs to avoid during the sell-off. 

Boston Properties 

Boston Properties (NYSE: BXP) stock price has been in a strong sell-off in the past few months. It is trading at $49.63, which is about 63% below the highest level in 2022. This decline is mostly because of the cities where the company operates. 

It is mostly concentrated in places like New York, Los Angeles, San Francisco, and Seattle. These are some of the most troubled cities in the commercial real estate industry. In the most recent earnings statement, the company’s CEO said:

“Many of our clients are experiencing a slowdown in growth or reductions in top line revenue and as a result are focused on cost control including moderating headcount and space use.”

Therefore, in the near term, I suspect that the Boston Properties stock price will continue falling as investors embrace the new normal of high interest rates. In the long term, investors will likely buy the dip as the dividend yield become more attractive.

Kilroy Realty Corporation

Kilroy Realty Corporation’s (NYSE: KRC) stock price has also been in a freefall. It was trading at $29 on Wednesday, sharply lower than its 2022 high of $79. As a result, its forward dividend yield to 7%. 

The stock’s collapse is mostly because of the triple whammy facing the industry and the fact that billions of dollars are coming due. And like Boston Properties, the company’s operations are concentrated in high-risk cities like San Francisco, Seattle, and Austin. 

The only benefit for Kilroy is that it has staggered debt maturities, which meaning that it has more room to adjust its books. As a result, it has no debt maturities until December 2024, as the CEO noted:

“Net debt the fourth quarter annualized EBITDA remains about six times. And we have no debt maturities until December of 2024 and limited interest rate exposure with all of our debt fixed or subject to cap.”

Vordano Realty Trust

Vornado Realty Trust (NYSE: VNO) stock price has dropped lower than most commercial real estate trust stocks. It was trading at $13.80, down by over 72% from the highest point in 2022. This performance is mostly because Vornado is highly concentrated in New York, where occupancy rate remains low. 

Like Kilroy, Vornado has no maturities this year, with the next one coming in mid-2024. Still, because of its focus on New York, Vornado stock will likely continue falling in the near term. The other commercial REIT stock we recently recommended exiting was SL Green. It stock is down by over 10% since the article went live.

The post Top 3 commercial real estate REITs to avoid amid a triple whammy appeared first on Invezz.

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Cashless Society: Panera Bread Debuts “Frictionless” Palm Payment System

Cashless Society: Panera Bread Debuts "Frictionless" Palm Payment System

Amazon’s palm-reading payment technology was first introduced at…



Cashless Society: Panera Bread Debuts "Frictionless" Palm Payment System

Amazon's palm-reading payment technology was first introduced at numerous Whole Foods locations in California, enabling customers to pay for their groceries by scanning their palms at checkout terminals rather than using cash or a card. Now Panera Bread is experimenting with Amazon's cashless payment system as the war on cash marches on. 

On Wednesday, Panera Bread announced plans to roll out a "contactless payment method" to several stores with additional locations in the coming months. The bakery-cafe chain has over 2,000 locations, and its loyalty program has 52 million members. 

"Panera is the first national restaurant company to use Amazon One as both a way for guests to pay and access their loyalty account with their palm," the company said. 

"Our philosophy has been centered around leveraging best-in-class technology to create a better Panera experience and using that to deepen our relationship with our loyal guests. Introducing Amazon One, as a frictionless, personalized, and convenient service, is another way we're redefining the loyalty experience," Niren Chaudhary, CEO of Panera Bread and Panera Brands, stated.

At the moment, dozens of Whole Foods locations and Amazon Go stores have integrated Amazon One contactless payment

By summer, Panera Bread might have at least two dozen stores equipped with Amazon's contactless payment system, as reported by Panera's Chief Digital Officer George Hanson in an interview with CNBC.

"We think the payment plus loyalty identification is the secret sauce that can unlock a really personalized, warm and efficient experience for our guests in our cafes," Hanson said. 

The adoption of contactless payment systems by corporate giants like Amazon and Panera Bread, both known for their massive loyalty programs, seems to signal a shift towards a cashless society.

Recall the pivot toward a cashless society was clear as day. Perhaps the coin shortage during the pandemic was a pilot test. And anyone who dared mention a looming cashless society was deemed a 'conspiracy theorist.' 

Just remember who is also shaping the world and influencing corporations and politicians away from a cash economy:

... and the rollout of contactless payment comes just before the Federal Reserve is set to activate its digital dollar in July. 

Tyler Durden Wed, 03/22/2023 - 20:40

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In These Cities, Buying A House Is Cheaper Than A Condo

Data from Point2Homes shows that homes sell for less than 75% of the listed condos in Detroit.



Data from Point2Homes shows that homes sell for less than 75% of the listed condos in Detroit.

The “condo or home?” question has been causing debates and sometimes even fights for many generations. While some talk of the land and value one can get by going farther out, others will not give up their small nook in an exciting city for acres of land anywhere else.

When the location is the same, the logic of “more space will cost you more” is generally the standard — a larger house with a yard will logically cost more than a one-bedroom apartment.

DON’T MISS: 10 Places With Affordable Homes Where You'd Actually Want to Live

But according to numbers crunched by real estate platform Point2Homes, this tendency breaks in a number of U.S. cities. Houses sell for less than 75% of the listed condos in Detroit, 39% of listings in Ohio’s Akron and 36% of the listings in Cleveland.

You Can Buy Four Homes For The Price Of One Condo In This City

The reasons have to do with the fact that, in certain cities, single-family homes are generally older and more dilapidated than the condo towers built in the last decade.

Other cities where homes are generally cheaper than condos include Chicago, Pittsburgh and Jersey City.

“The biggest price difference is in Detroit, where a single-family home is $171,000 cheaper than a condo — although some houses here might need extra TLC,” write the report’s authors. “This cost difference means one could almost buy four detached homes for the median price of one condo.”

One city across the U.S. came out exactly tit for tat — in New York’s Rochester, the median price is $183,000 for both an apartment and a single-family home. 

Meanwhile, Washington’s Belleville and Killeen in Texas are the cities where homes are significantly more expensive — the former, which is a high-end suburb popular among high-earning Amazon  (AMZN) - Get Free Report workers from Seattle, commands a median $1.525 million for a home.

A condo, meanwhile, will only set one back $535,000.

This Is How Long It Takes Buyers With A Typical Income To Upsize

Point2Homes further broke down how long it would take people with a typical income to upsize from a condo to a house. In Rhode Island’s Providence, the difference between $334,000 and $331,000 would only take someone earning the median $60,970 a month’s salary to achieve.

This is significantly less feasible in Honolulu, which has seen an influx of high-earning professionals come in during the pandemic. With an average price of $1,198,000, a median home is 164% more expensive than a condo and would take a household earning a median income more than 10 years to close.

“Back on the mainland, California sets itself apart with the most cities where matching the upsizing price difference would take quite some time,” write the report’s authors. “Perhaps surprisingly, it would be easier in Los Angeles and Long Beach than in Irvine and Glendale, both secondary cities within the Los Angeles-Long Beach-Anaheim metro.”

Cities where the gap is easiest to close include Kansas City as well as Virginia’s Norfolk and New York’s Buffalo — in the latter, the difference is between $198,000 for a house and $188,000 for a condo.

“Cities where the gap is easiest to close include Kansas City as well as Virginia’s Norfolk and New York’s Buffalo,” writes the report.


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