49 | HS&M JANUARY/FEBRUARY 2015
Docs Dig Digital
By Chantal kolber, Senior director of Advertising Sales Operations and development
Wolters kluwer Medical Research
It’s not enough to advertise brand messages and have a HCP website;
you need to compel busy clinicians to engage with your content and
fully understand the science and clinical data of your product.
The best way to maximize your content investment is to connect
with healthcare professionals where they spend the most time. Multi-channel journals can help you distribute your content and increase
customer engagement and interaction by reaching your target across
multiple formats and in a trusted learning environment.
The Changing Paradigm of Content Consumption
Digitally-published journal content has changed how clinicians find
and engage with clinical content. Physicians and nurses spend up to
3. 5 hours every day on desktops and mobile devices, doing everything
from managing patients and reading clinical research to reviewing
treatment options, finding drug information, and keeping up with
their CME/CE certifications. Multi-device users are seeking answers
whenever and wherever they find them1.
Engaging with your published articles and marketing content is a
challenging endeavor. The amount of indexed peer-reviewed articles
has grown by 55% in 10 years2. To put that into context, there were
Published clinical trial
data is a powerful form
of content marketing for
healthcare marketers and
product managers. It is
compelling evidence of
your products’ benefits.
But with both limited
and declining access to
(HCP), finding new ways
to engage with marketing
is becoming more difficult.