Client Services
July 16, 2025
A tale as old as time is one of a pharmaceutical representative hustling to put together a promotional dinner program– reserving only the nicest of restaurants, pulling their one medical, legal, or regulatory approved speaker deck from their arsenal, and recruiting the HCP with whom they have the best relationship to speak on their behalf. This was a nice solution when the industry first banned courtside seats at sporting events or days on the golf course to conduct branded conversations. Five-star dining did the trick for a while. However, these days, things are different, and taking the same approach repeatedly isn’t effective. Relevate Health did some research, and as we spoke with HCPs, we heard one thing loud and clear. Peer-to-peer engagements have forever changed, and HCP attendees are now in the driver’s seat.
The good news is this wasn’t news to Relevate Health. We’ve been addressing this through our Treatment Perspectives® Network – both bespoke and productized solutions, for quite some time.
Here are some steps for you to consider when designing peer-to-peer initiatives that break the mold and drive results – and Relevate Health is here to support you.
1. Rethink the role of the KOL: From Speaker to Strategic “Social” Influencer
- Go beyond the podium: Don’t just use KOLs as Dinner Speakers – embed them throughout the customer journey, pre-, peri -, and post-program.
- Utilize Relevate Health’s proprietary Treatment Perspectives® network to:
- Align KOLs with the right audience based on considerations such as:
- Local influence
- Referral networks
- Shared affiliations (hospitals and medical schools)
- Deploy precise omnichannel solutions:
- Pre-event (targeted media, invitations, pre-meeting surveys)
- Post-program (emails, on-demand content)
2. Make Content Hyper-Relevant
- Ditch the one-size-fits-all decks: Customize your content to reflect:
- Local patient demographics
- Practice-specific challenges
- Therapeutic area nuances
- Elevate your organization’s reputation in the minds of your customers by delivering relevancy and value
- One of our clients put it well, saying, “Attention spans are short these days…….a modular approach to ….. peer-to-peer HCP education, is A MUST to grab and maintain attention as well as to seed relevance …..”
3. Embrace Flexible, HCP-Centric Formats
- Research shows that physicians are apprehensive about spending time away from their clinic, family, and other commitments.
So why not offer them a choice on how and when they innovatively engage with a national or regional thought leader?- mChat® by Relevate Health is a webinar and teleconference platform that allows individual practices or HCPs to connect with approved KOLs to learn about specific topics and product information of interest to them. The program can be reinforced using non-personal, promotional pull-through to aid in message retention
And last, but not least -
4. Gamify Your Learning Experience to Drive Deeper Engagement
- Level Ex Games powered by Relevate Health accelerates behavior change through the neuroscience of play. Not only do they capture HCP attention, but they are proven to enhance understanding and reinforce clinical decision-making for better patient outcomes
- 75% of HCPs surveyed preferred learning through play over traditional medical education
- Level Ex games have been shown to drive a 15% to 34% Rx lift from HCPs across nearly every therapeutic area
- The NPI-level data captured can inform future outreach
Peer-to-peer education has been, and always will be, a credible force driving brand performance and reaching beyond traditional dinner tables to other spaces. If you are interested in learning more, please reach out to me at lauren.becker@relevatehealth.com.
I’d love to hear more about what you are doing to harness the power of KOL influence and how Relevate Health can partner with you to drive results for your brand.