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For decades, the pharmaceutical industry has relied on relationship building and face-to-face meetings with physicians to communicate new treatments, resources and research. Over the past decade however, pharmaceutical reps have been slowly losing regular access to physicians due to increased patient volume, physician schedules and hospital restrictions. When the coronavirus pandemic hit over two years ago, it only exacerbated this limited access to physicians. Like so many industries, big pharma has had to pivot their approach to maintaining and creating new relationships with their target audience.