Marketing to burned-out physicians: Can pharma help?

Physician burnout puts both care providers and patients at risk. On the one hand, burned-out physicians can't take care of their own health and well-being. On the other hand, patients who are treated by overworked physicians may not receive optimal care.

According to Rajvinder Samra, a lecturer at The Open University, millennial physicians are likely to feel burned out at work because a combination of high expectations and extremely stressful environments create a perfect storm of exhaustion and anxiety. These care providers often lack the external support systems needed to build resilience against common stressors. This pain point could represent an opportunity for pharma marketers to create inroads with younger doctors.

Why are younger physicians more likely to feel burned out?

Burnout is a complex challenge, because there are many contributing factors. Not only is healthcare an inherently stressful field of work, but millennial physicians also face unique stressors. Dr. Samra noted that many millennials grew up in a culture of constant self-optimization. For members of this cohort, the status quo is never enough - there is always room for improvement. As a result, burned out physicians may double down on their exhaustion by blaming themselves for feelings of inadequacy.

The advent of computerized systems has also contributed to more stress on the job. Staring at screens for several hours a day can cause physicians to feel tired and mentally drained. Complex and tedious electronic health record forms can take up a lot of time in the day.

According to the American Medical Association, some of the most common risk factors include:

• Working too many hours in a week.
• Working night and weekend shifts.
• Dealing with conflicts at home.
• Practicing high-risk specialties such as emergency medicine.
• Spending too much time on burdensome clerical work.

Combined with non-work-related stressors, it's clear to see why millennial physicians are susceptible to burnout. Understanding this point can help pharma marketers identify opportunities to connect with stressed-out care providers and lend a supporting hand.

Burnout can leave HCPs feeling tired, stressed and anxious.

How can pharma marketers provide support?

Marketing materials designed to deliver support to physicians should be clear around intentions. Writing copy that speaks specifically to a millennial audience can help the appeal reach its intended listener. For example, millennial physicians may want to know how a product or service brings value to patients, but they'll also want to understand how the pharma company will educate patients who take the drug.

Let's say a pharma manufacturer wants to market a new asthma medication. Its marketing materials could provide tips on how to reduce the risk of an asthma attack. Other collateral could guide doctors on how to decide when this new product is a better treatment option than a traditional asthma remedy.

Pharma marketers need to first identify potential pain points that cause physicians to feel burned out. Then, they can take steps to develop materials that provide support at key stages of the treatment process. Healthcare providers will come to see the pharma company as a partner in care and a dependable resource.

Once marketers have crafted a message, they need to deliver it through channels frequented by millennial physicians. In today's always-connected world, marketers need to utilize a multichannel strategy to reach the widest audience possible. Understanding which channels best appeal to millennial HCPs will enable marketers to optimize engagement levels within their campaigns.

For more information on how to reach your target audience, connect with an Elsevier consultant today.