Which channels are best for reaching HCPs?

Communicating with prescribers can be tricky because doctors are very busy and there are many voices competing for their attention. Plus, more than half of all physicians have a no-visit policy in regard to pharmaceutical representatives, according to FiercePharma. So how do pharma companies get their messages in front of physicians?

These days, a multichannel marketing approach is necessary for reaching a targeted audience of physician readers. Here are a few to consider:

Email

Physicians may be busy, but they still find time in the day to check their email. In fact, the 2017 MMS Annual Physician Survey on Pharmaceutical Preferences found that 86% of HCPs check their work-related email at least two to three times daily. Additionally, FiercePharma reported that 47% of surveyed oncologists say email is their preferred method for hearing from pharma reps.

Email is a great channel for repurposing content that was originally produced as print or digital collateral. Sending bite-sized information via an email drip campaign is a great way to keep HCP readers engaged. Email can also support bigger pieces of content by first getting readers interested, and then sending them to another channel.

Events

The majority of physicians may have policies that restrict pharma rep access at work, but there are still ways for pharma to meet with HCPs face to face. Events like medical society conferences are the perfect platform for making strong connections with physicians. The more relaxed environment and focus on education sets the stage for conversations about new products.

A 2016 report from life sciences software company Veeva revealed that 51% of physicians attend between one to three conferences each year. Pharma marketers should pay close attention to conference schedules so they can align their campaigns with related events. After establishing a relationship at the events, marketers can follow up with additional collateral like case studies and detailed product information.

Physicians want more patient education materials from pharmaceutical manufacturers.

Educational collateral

In 2018, the Atlantic reported that rates of physician burnout were on the rise. In addition to the draining effects of stress, physician burnout also impacts patients. When it comes to communicating drug information to patients, HCPs often have to rely on data housed within an EHR system, or information from pharmacists. When care information isn't transmitted properly, patient outcomes can suffer.

Physicians want to get more educational materials from pharma manufacturers that they can pass on to patients. A report from HealthLink Dimensions found that 56% of surveyed HCPs want more patient education collateral from medical device and pharmaceutical manufacturers. Patient-directed materials can be a beneficial value-add in the eyes of providers.

Display advertisements

When doctors aren't busy at work, they still devote some of their free time to keeping up with the latest medical news. Many physicians consider staying up to date with clinical research an important professional responsibility.

In fact, a 2014 survey found that 98% of physicians reported that reading medical literature is important to their practice, and 66% said they spend between one and four hours a week reading medical news online.

Pharma marketers can leverage this popular channel by sponsoring print and digital journals with display ads. Considering over 90% of HCPs read peer-reviewed journals and place a high amount of trust in the information they contain, this is one channel marketers can't afford to ignore.

Effective multichannel marketing campaigns use a mix of communication methods to make strong connections with care providers. To learn more about how to reach your target audience, connect with an expert consultant from Elsevier today.