How to apply consumer marketing lessons to physician-directed media

In recent years, pharmaceutical marketers have shifted away from treating patients as faceless groups of people with similar health conditions toward a mode of looking at them as highly informed consumers. This approach looks at patients not only in terms of medical care, but as complete individuals who make decisions based on information from a number of sources.

When marketing to doctors and other healthcare professionals (HCPs), a similar approach can lead to better engagement. By looking at HCPs as consumers, marketers can leverage time-tested appeals through modern communication channels to connect with their target audience.

Physicians as emotional readers

Every day, HCPs meet with patients struggling with difficult decisions. As much as doctors are thought of as logical professionals, they too feel the emotional pull of seeing other people live with difficult conditions.

Pharma marketers can use their advertisements to show that they understand the struggle and are here to help. By showing how products make a difference in patient lives, doctors can visualize how therapies might impact the patients they work with.

Physicians have a sense of humor, too

Medicine is a serious profession, and as a result, many advertisements directed toward this target audience take a serious or even somber tone. However, marketers can tactfully inject their messages with humor to stand out from competitors.

Ultimately, pharma brands and doctors have the same goal: helping patients lead healthy lives. Finding humor in the journey toward better health can give readers time to fully absorb and appreciate the marketing message.

Pharma marketers as informational advisors

If today's patients are more informed, then so are physicians. But the information overload that can happen when trying to stay up-to-date on all of the latest medical news can be mentally demanding.

Pharma marketers can serve as informational partners by helping physicians to stay educated on new treatments. Providing a quick bite of data and then explaining its significance can give HCP readers a jumpstart on their research efforts.

Emotional appeals can help physicians understand how advertised products will impact their patients

Using display ads to appeal to HCP readers

To employ consumer marketing tactics in your HCP-targeted media, marketers need to leverage channels that physicians frequent to consume medical content. Because this type of information is highly specific, peer-reviewed journals represent a highly engaging channel.

According to Kantar Media, 99% of physicians read current editions of medical journals, with 59% reading both print and digital formats. Pharma marketers can use this channel to speak to HCPs as consumers and as key decision makers. Using emotion and logic can appeal to physicians as humans and as medical professionals.

Leveraging email in lieu of rep visits

As more doctors implement strict no-access policies - or have a policy placed on them by their employer - email grows in importance as a means of first contact. In fact, a report from HealthLink Dimensions revealed that 68% of physicians prefer email for first contact with a sales representative, though social media is also growing in favor.

To craft engaging email content that drives and nurtures leads, consider these quick tips:

• Personalize communications: Today's email tools give you the ability to programmatically insert recipient names into dispatched emails. Use this and other audience segmentation features to create messages that contain information relevant to specific specialties.
• Craft eye-catching subject lines: Your emails will inevitably end up in crowded inboxes, so your subject lines need to be engaging. Use first names when possible; or, call out specific pain points that you can solve.
• Format your emails: Use bulleted lists and photographs to imbue your messages with professionalism. Likewise, limit blocks of text to a few sentences for optimal readability on mobile devices.

Together, display ads, emails and social media can work together as parts of a multichannel campaign to reach and engage physicians where they prefer to consume content. To learn more about how advertising in peer-reviewed journals and custom email campaigns can support your physician outreach goals, speak with a trusted Elsevier consultant today.