HCPs are overwhelmed by promotional content in digital
As HCPs get more digitally savvy, pharma marketers should understand that engaging physicians through channels and time of their preference with content relevant to the individual customer. is no more an option but a critical factor to ensure success for any multichannel marketing initiatives.
We asked HCPs how extensively they used digital channels for various activities related to learning, networking, telemedicine, and remote engagement. Globally, HCPs used digital channels mainly for personal learning and development (77%), followed by video conferencing for professional networking (68%), and telemedicine/telehealth practice with patients (63%). While the adoption of digital channels for remote engagement has increased in the recent past, HCPs’ usage of such channels for small interactions with pharma companies or for monitoring patients remotely could be better.
Since the beginning of the pandemic, the interactions of traditional in-person pharma representatives have declined steeply. In response, pharma companies had to train their sales force to use digital channels and help them have valuable discussions with HCPs virtually. Globally, 59% of HCPs are still unsure if pharma representatives completely understand the HCP’s requirements, as shown in Figure 5. With pharma companies investing resources in multichannel engagement frameworks, there will be
a more vital need for a digitally-savvy sales force to recreate the in-person experience using virtual channels. Given the critical connection of the sales force between the industry and HCPs, companies who do not prioritize this stand to lose out on their ability to engage physicians.
More than 50% of HCPs in Europe (excluding Germany), the United States, India, and China prefer to meet representatives remotely because of the flexibility in scheduling appointments. For HCPs in India and China, apart from this factor, the ability to access more educational content in various formats was a driving factor to prefer remote engagement models.
This study shows that HCPs are demanding more from pharma, but these data points should not be used across all specialties. Oncologists, for example, have different relationships with pharma reps than GP physicians.
HCPs don’t want the “canned promotional pitch”; they want scientific data and their questions answered with data. The worst thing that a pharma company could do is a lack of transparency around clinical trials and outcomes.
HCP teams need digital-savvy people to help reach their audience. Even though they may have been tested, marketing messages are not relevant anymore.
Originally published at https://worldofdtcmarketing.com on January 11, 2022.