Field representatives often (mistakenly) perceive that virtual speaker programs are not worth the effort. We hear some clients saying that their representatives resist virtual programs because they claim they’re too difficult to set up. They take too much time. Technology is a hurdle.
These perceptions have become one of the biggest barriers preventing some pharmaceutical companies from maximizing the impact of this channel. Here’s the reality: field representatives are missing out on a powerful tool in their arsenal. Here’s why.
The Power of Virtual Peer-to-Peer Engagement
Providing healthcare professionals (HCPs) with access to respected, knowledgeable Key Opinion Leaders (KOLs) is an effective way for field representatives to give their customers access to important information pertinent to patient care. Representatives strive to increase their reach and opportunity to connect reputable KOLs with HCPs in their territory, but obstacles such as speaker location, limited speaker availability, and speaker caps often stand in the way.
Breaking Down Geographic and Logistical Barriers
Let’s be clear: virtual programs aren’t meant to replace live, in-person programs but to serve as a viable alternative.
A client told us something that perfectly captures the strategic value of virtual programs:
“A national speaker hosted virtually provides an expert perspective that may not be achieved through local speakers.”
Virtual programs eliminate geographic constraints entirely, while providing excellent peer-to-peer educational impact at a lower execution cost. A single virtual program can reach 50, 100, or even 200 healthcare professionals simultaneously, no matter where the desired KOL speaker or targeted HCPs are based. A sales representative can now cost-effectively connect a world-renowned specialist at Johns Hopkins with physicians in small communities across the Midwest who might never have access to that level of expertise otherwise.
Flexibility That Transforms Engagement
Virtual programs can be tailored to match specific peer-to-peer engagement objectives. A one-speaker-to-one-office format allows for more intimate, focused discussions. The one-to-many model leverages scalability—a single expert can educate dozens of HCPs simultaneously. Individual HCP connections to representative programs create personalized experiences that strengthen relationships.
Virtual programs also accommodate various educational formats. Interactive workshops can incorporate breakout rooms, polling features, and other collaborative tools that can enhance online engagement.
Enhancing the Field Representative’s Role
Another misconception about virtual speaker programs is that they diminish the importance of field representatives. These programs actually elevate the representative’s role and bolster their credibility by aligning their customers with renowned national speakers. When representatives facilitate a valuable educational experience with a leading KOL, physicians view them as someone who adds value to their practice.
Follow-up conversations allow representatives to reinforce key messages, address specific questions, and help physicians apply new insights to their patient populations. When representatives leverage the key learnings of the virtual program in post-program visits with HCPs, there’s a measurable improvement in prescribing behavior.
Simplifying Execution Through Strategic Partnerships
The complexity that keeps many representatives away from virtual programs is largely unfounded when working with an experienced partner who understands the logistical intricacies behind a successful virtual engagement.
Outstanding execution starts with the right system—choose a partner who has a well-organized process management platform designed to facilitate virtual programs while also providing internal hands-on tech support. Vision2Voice executes a significant number of virtual programs for pharmaceutical companies who rely on our expertise to select the right virtual event platform and support representatives, speakers, and HCPs with technical questions through our own in-house Technology Solutions team.
Let us help turn your virtual speaker programs into a strategic advantage that amplifies your impact while making your field sales force even more efficient and effective.
