No other audience is as important as a healthcare provider when it comes to helping brands connect patients to life-enhancing therapies. Data released later this year confirm that outlook, but also reveal how the pharmaceutical industry can improve its position in the professional messaging mix.
The Importance of Building Trust
Heart rate measurements have always been an invaluable indicator of physician behavior, and the 2017 report was no exception. Based on the findings of 2,784 online doctors, the data includes pharma content for HCPs and issues related to digital behavior and new trends. What surprised me was about the content created by pharmaceutical companies, with 70% of doctors agreeing that it is important for pharmaceutical companies to provide science-based educational resources to gain my trust. It was a permanent gap between perceived needs and reality. More than half (51%) of physicians feel that the pharmaceutical industry has lost its mark in providing such resources, but only 34% of respondents trust the pharma content for HCPs site.
Well-thought-out channel planning
Strategic pharma content for HCPs planning makes it even more important to match the right message to the right channel. HCP still reports that it relies heavily on online journals, following peer-to-peer counseling, face-to-face meetings, and specialized print journals, in making clinical decisions. However, their online behavior shows that search, digital displays, and mobile devices are widely used as professional resources for information about dosing, illness, or treatment. When asked about monthly or more frequently used channels for that purpose, 88% of doctors said they used search engines and 84% identified websites for medical professionals. In addition, 86% of physicians use smartphones to access digital resources for professional purposes. Therefore, we need to not only optimize all digital content for mobile use, but also make it easy to find across these channels. The message is tailored to the type and purpose of the individual channel.
Conclusion
Provides a complete story about when and where clinicians need it, contextualizes it in the case of real patients, and considers relevance and ease of use at all touchpoints of the journey By doing so, the pharmaceutical company can become a reliable and reliable HCP ally. This new starting point allows brands to focus on becoming a true facilitator for a successful physician-patient relationship.
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