Drive Healthcare Professional Engagement in the New Hybrid Marketing World

As a result of the Covid-19 pandemic, has your company been rethinking how you engage with healthcare professionals (HCPs)? Traditionally, engagement was mainly executed in-person via sales reps, but increasingly, HCPs have revealed that while they still enjoy the personal interaction, they feel online methods are both very appealing and effective. This mindset has given rise to a hybrid marketing approach currently being adopted by pharma and MedTech brands.

How can you lift engagement in this uniquely different environment? Here are two of the most productive tips for delivering pertinent and relevant medical information to HCPs by the industry that serves them.

Focus on the Right Channels for Targeted Campaigns

The right digital marketing channel is vital to driving engagement. While in-person events and one-on-one meetings have returned, many HCPs prefer virtual interactions. The right channels will depend on your target audience, its specialty and your product. For example, while e-detailing may work for a drug, it may not be fully effective for a complex medical device.

Some digital channels to consider include:

• Email. Email is one of the oldest B2B channels and it continues to be incredibly effective. Personalized emails are one of the top ways to improve HCP engagement and communicate offers, products and services.
• Journal ads. Medical journals meet your audience where they often research the latest industry developments, perspectives and breakthroughs. When aligning with renown medical journals, this channel can build engagement by positioning your brand as a respected authority.
• Blogs. Blog posts can be influential at each stage in the buyer’s journey. From educating early prospects to steering decision-stage leads to certain products, writing blogs for each step of the buyer's journey may improve your engagement.
• Direct mail. Direct mail can offer a more lasting positive impact, which can help drive sustained interaction. When used creatively and executed correctly, it can influence your audience to engage with your brand.

So, even as in-person events become a part of HCP engagement again, digital channels and digital campaigns will continue to be crucial. The right media will help you guide your audience to your website, leveraging contact to meet your audience where they already are.

Concentrate on Quality Content Over Quantity

Most pharma companies now realize that content is key but fail to deliver value through useful content. This can be harmful to your marketing efforts because healthcare professionals can feel overwhelmed with the volume and the type of content they receive, especially if it doesn’t resonate. 

To capture your audience’s attention effectively, you must deliver thoughtful subject matter with targeted messaging. Build a customer map to understand what type of content will be helpful for HCPs at each stage of their journey. As they progress through this journey, continue to offer relevant, value-added content for deeper digital engagement.

Use research, data collection and analysis to understand what content will perform best while continuing to refine your content strategy.

Improve HCP Engagement with an Optimal Hybrid Mix

While face-to-face meetings will always be indispensable to maintain long-lasting, fruitful relationships with HCPs, the newest technology and rise in a digital native HCP cohort means that more pharma companies need to mix digital strategies with their in-person marketing. The proper channels and content will help provide clearer insights and better engagement over the long term.

Using insights to navigate the new hybrid landscape as well as evolved channels and content strategies, you can drive engagement, build trust and increase sales.

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Article Written by Alex Brown