The novel coronavirus, now termed COVID-19, appeared on December 31, 2019, and has since threatened public health across China and other areas of the world. Mandatory quarantines and restricted travel have created complicated business environments, with over 90% of businesses in China operating at minimal capacity or closed until further notice, as of early March.
As a result of the highly contagious spread, China has temporarily suspended or significantly decreased air, road, and rail travel across the country. While these measures have significantly contained the spread, it has impacted patients, especially those with chronic conditions like diabetes or congestive heart failure. These patients are normally required to see their healthcare provider (HCP) every one to two months, to adhere to government standards on how frequently an HCP can write a prescription.
Due to the circumstances, the government temporarily eased the requirement, enabling HCPs to write prescriptions with three to six-month durations, depending on the patient and illness. As a result, pharmaceutical companies found themselves in a position that required them to become instantly agile, to update themselves and their physicians on this new policy.
Working with a major pharmaceutical client in China, Aktana rolled out insights to inform reps within each province that this new policy extended the duration of prescriptions. With this additional information, reps had the data necessary to have more informed discussions with their accounts and secure business for their brand for longer periods of time. Additionally, with access to HCPs severely restricted, Aktana worked closely with the client to ensure use cases were prioritized in order to fully leverage non-personal channels, including WeChat.
With the depth of knowledge Aktana teams have of our clients, brands, and current market conditions, we plan to continue our support of customers who reside in areas impacted by COVID-19. For more information on how Aktana closely collaborated with this client’s brand and commercial teams, and enhanced agility across the company during this time of crisis, read our case study.