our most recent research on hCp media
that for learning about
a new drug, hCps were
twice as likely to watch
a video today than they
were 5 years ago.
3. Content must be results-driven
Data collection and analysis are
essential to a successful campaign.
Different kinds of research should
be employed throughout a campaign to measure and assess message delivery, and to analyze the
campaign’s results. Such assessment
should be done routinely in order
to gauge your target audience’s
perception of your messages and
secure their feedback.
As a research tool, qualitative
measures (e.g., pre-survey focus
groups, phone interviews, surveys
of medical congress attendees) can
provide insights that otherwise may
remain hidden, and are particularly
useful for gauging physician re-ceptivity to new ideas, especially if
the questions are open-ended, and
if the insights gathered are from
Campaign-based research using
quantitative surveys can validate
the relevance of key messages and
benefit statements that drive your
content creation plan.
Quantitative surveys can substanti-
ate learnings gleaned from qualita-
tive results by providing deep in-
sights into longer-term marketplace
trends, as well as to test hypotheses
or to demonstrate changes in HCP
behavior. Quantitative survey re-
search can also be a strong predic-
tor of ROI – the ultimate demon-
stration of success.
In the end, research should answer
the following types of questions
about what the campaign seeks to
• Which types of HCPs are con-
suming the information?
• Which pieces of content are preferred across the target list and by
distinct physician segments?
• What educational gaps still
• Has engagement with the information led to more desirable behaviors such as change in practice
behavior or prescription writing?
4. Create Memorable Interactions
with Multiple Touchpoints
To make a campaign truly resonate
with your audience, you need to
create a story arc across multiple
touchpoints, enlivened with refreshed data. This can be done by
leveraging multiple formats of your
existing assets, including interactive
learning programs, quizzes, slide
decks, videos, texts, and self-directed learning modules with multiple
tabs for information on topics such
as product efficacy, safety, dosing,
preclinical data, and supporting
In an analysis of nearly 2,000 HCPs
who viewed promotional content
from two distinct campaigns from
the same brand on Healthcasts,
dual engagement with both pro-
grams resulted in a 4-fold impact
(24% vs. 6%) on HCP script volume
compared to those who engaged
with only one program.
Creating content to work across
your marketing plan doesn’t have
to be a regulatory nightmare. In the
new world of multi-channel marketing (MCM), you can optimize
existing print assets for other media. After all, once copy has been
approved, it doesn’t take much time
or effort to secure medical/legal/
regulatory approval in a different
Detail aids and other sales force
materials can be made more visually compelling and interactive
with voice-over capability, as can
patient profiles, which can incorporate digital “quiz” elements to
bolster their educational impact.
Additionally, an approved KOL
slide deck can be leveraged as the
“script” for a deeply engaging educational video, a series of videos or
an engaging self-learning module.
The possibilities extend to telesales
scripts, whereby you can digitally
reproduce the phone “algorithm”
with approved messaging.
In short, creating resonant, meaningful interactions with HCPs is