Marketing appeals: Which resonate with HCPs?

Health care providers today are busy. Not only is the medical industry facing a physician shortage, but also a rapid pace of administrative, financial and technological change. Amid their patient encounters and other clinical duties, doctors are expected to stay up to date on new research findings, evolving compliance regulations and other pressing considerations.

Pharmaceutical marketers face a bevy of competition for HCP attention. To break through the clutter, marketing stakeholders need to utilize strategies that place HCP needs ahead of their own goals. Utilizing strategic marketing appeals can engage overloaded HCPs and offer real value that encourages clinical readers to learn more about products and services.

Informational support

Busy doctors have limited time to conduct research, read medical journals and consult with the colleagues. In fact, research published in the Journal of the American Board of Family Medicine revealed that the average physician panel size ranges from 1,200 to 1,900 patients.

Pharma marketers can appeal to physicians buried in work by offering therapy information in an easily digestible manner. Utilizing web content and print advertisements, marketing stakeholders can engage HCPs who want to learn more, but may not have the time to delve into a complex clinical research paper. Bringing important information to the forefront of every HCP interaction shows that the brand values the buyer's limited time.

Empathetic understanding

Physicians are subject to an incredible amount of stress every week. Beyond the burden of administrative tasks and long working hours, HCPs must face the real consequences of compassion fatigue. A form of emotional burnout, compassion fatigue affects every HCP at some time or another, and it can lead to severe side effects such as depersonalization and detachment, according to the Association of American Medical Colleges.

Marketers can appeal to stressed-out HCPs with content that supports their mental health and clearly demonstrates how products and services can reduce their emotional burden. Conducting surveys to see how HCPs feel about specific topics is an effective way to better understand how to support physician needs.

Content that supports physicians in their efforts to provide excellent patient care can generate better engagement rates.

Consistent communication

Across industries, content is becoming more personalized. Marketers who seek to appeal to HCPs need to consider how physicians receive these messages. For instance, if an organization wants to convey information about a new drug therapy, it will need to conduct research into how its target audience consumes content. However, it's likely that individuals within that audience will have unique content consumption habits - some may prefer digital channels and others print.

Leveraging omnichannel marketing strategies to support goals opens new opportunities to engage with HCPs in a manner that drives value for the organization. Essentially, omnichannel extends the reach of a campaign by using consistent appeals to reinforce engagement over multiple touchpoints, increasing the likelihood that HCP buyers will take action.

Patient assistance

Physicians value partners that support their patients in a meaningful way. For example, pharma companies can support family members of patients by offering content that explains complicated medical terms and offers advice on how to manage complex conditions. Marketers can utilize this appeal to show HCPs that their organization isn't just a vendor, but a valuable ally in patient care. Companies can take this a step further by assisting HCPs as they navigate complicated coverage issues that could prevent a patient from receiving the care they require.

Each of these appeals can lend itself to a campaign that encompasses video, mobile, email and print channels. To learn more about how Elsevier can help your brand develop effective multichannel strategies, connect with an expert consultant today.