while they are researching new
drugs and learning from influential
opinion leaders. This is the point
at which they are ready to engage
with your brand. What’s needed is
a comprehensive messaging framework across a cohesive ecosystem
of traditional marketing tactics and
innovative NPP. Finding this synergy depends upon adhering to the
following “Rules of Engagement.”
1. When, Where, and How Matter
More Than Ever
81% of physicians surveyed by the
Physicians Foundation said they
were over-extended or at full capacity. HCPs are expected to manage
more responsibilities than ever before — from making diagnoses and
providing treatment to ordering
tests and updating documentation.
Healthcasts member physicians say
that they generally engage with our
content in the evening (from 6 to 9
p.m.) when they are able to dedicate time to learning about emerging research and treatments.
Marketers must create
content that doctors
can discover and absorb at the right time.
It is folly to vie for their
attention at the height
of the workday.
But it’s not only the “when” that
matters. “Where” is at least as
important. When applicable, you
can use geo-targeting to target
physicians by zip code, region, or
state. Alternatively, you can roll out
geographic campaigns over time
to align with your strategy. Geo-
graphically focused campaigns are
especially effective as a means to
complement formulary approvals,
to align with regional MSL or sales
rep regions, to promote around
specific institutions (especially
where HCPs have been certified for
a specific procedure), or to “sur-
round” referring physicians near
your target specialists.
It should go without saying that
“how” also matters. Multi-screen
engagement is the most effective
way for doctors to access content.
Research suggests that nearly 63%
of HCPs are now “triple screen” users. Additionally, recent Healthcasts
research demonstrates that physician use of smartphones and tablets
to access information about new
drugs has increased 133% over the
last 5 years.
tion that informs practice decisions. In a world of 6-second Vine
videos, 140-character Tweets, and
10-second Snapchats, many companies are making their content more
concise to meet consumer demand.
That poses a special challenge for
pharma, which is constrained by
legal requirements for fair balance.
To move doctors from “informed”
to “influenced,” pharmaceutical
companies must still deliver—and
physicians still desire – deeply
engaging educational information,
But content must offer real value
to the physician, as that is what
promotes meaningful clinical activity that ultimately helps patients.
Science resonates best with HCPs.
Rich, robust content will position
your brand as a credible resource.
As an online medium, video is
extremely effective for showcasing detailed data, mechanism of
action (MOA) illustrations, key
opinion leader (KOL) interviews,
and other educational content to
help physicians understand new
treatment approaches, drug-drug
interactions, and long-term effects
on patient care. Recent research
on HCP education demonstrates
that for learning about a new drug,
HCPs were twice as likely to watch
an online video today than they
were 5 years ago.
Video, however, is not the only
medium for delivering valuable
content. KOL-led discussions and
commentary, detailed PowerPoint
presentations, MOA graphical
representations, and whitepapers
are all conducive to deeper engagement with physicians, and are easily
optimized for digital consumption.
Source: Healthcasts HCP
Digital Education Survey,
October 2015: n = 399
2. The “What” Still Matters Most
A marketer’s biggest challenge is
engaging physicians longer and
more meaningfully with informa-