Katerina is a Principal in the Consulting & Analytics Practice at IQVIA Canada. She has more than twenty years of experience in life sciences, focused on providing consulting & advisory services for successful commercialization of pharmaceutical products and medical treatments. Her main area of expertise is the integration of primary market research, with advanced analytics techniques and secondary data, to support brand strategy development, commercialization, and performance monitoring.
Katerina’s background includes clinical training as an allied health care professional, a Bachelor of Commerce (Decision Sciences) from Concordia’s JMSB and an MBA from McGill’s Desautels Faculty of Management. She also earned the Certified Market Research Professional (CMRP) designation.
Day 1: Sep 14, 2022
10:20 am
10:20 am
INDUSTRY EXPERT: ADAPTING ENGAGEMENT IN A TIME OF DISRUPTION
Changing Physician Preferences, Hyper-Personalization and Preparing for the Future of HCP Engagement
As COVID moves from pandemic to endemic, the next transition is also happening in HCP practices, attitudes, and preferences. While patient loads may be rebounding, this does not signal a return to the old pre-pandemic normal. Physicians are reporting dealing with high levels of personal burnout, challenges related to managing patient backlogs, sicker patients, and longer delays in adopting new treatments.
How can the industry support healthcare practitioners in this new reality where one size no longer fits all? Developing engagement strategies in this environment requires your organization to become more nimble and flexible. The expectation for personalization goes beyond knowing the preferred communication channels; it is moving towards a hyper-personalized approach that can anticipate the next best engagement. This presentation will discuss:
- Results from ongoing research among Canadian physicians regarding the shift in their practices, enduring challenges, and their evolving needs and preferences
- Approaches to shift & redesign your journey framework for hyper personalization
- How best to leverage next best actions for dynamic engagement
Day 2: Sep 15, 2022
