How to leverage society affiliations to appeal to HCPs

Gaining the trust of healthcare professionals takes time. Pharmaceutical brands need to demonstrate the value they can bring to patient care and show their commitment to supporting providers. Spreading brand awareness through display advertisements can support these goals. However, pharma marketers need to practice patience.

According to SalesForce, it takes between six and eight impressions to generate a viable sales lead. So if your advertising copy seems too pushy, it may scare off prospects before they have time to really consider your offerings.

An advertising partner with medical society affiliations can support pharmaceutical brands that want to make lasting connections with HCPs. To effectively leverage this type of relationship, brand leaders need to think strategically about where their target audience consumes content, what type of content they like to read and how they prefer to interact with pharma companies.

Understanding where your HCP readers consume content

Compared with other professional groups, HCPs tend to have more stringent requirements for where they go to get industry news and advice. However, that doesn't mean their options are limited. When HCPs look for peer-reviewed journals, they have nearly 30,000 scholarly publications to choose from. Of course, many of these publications are tailored to specific specialties.

Pharma marketers should carefully consider which medical publications they will advertise in based on the specialties most likely to benefit from their offerings. In addition to print and digital journals, HCPs also turn to expert-curated web content to discover new trends and research. PracticeUpdate is a prime example of a content platform that appeals to HCPs seeking new knowledge.

HCPs depend on recognized experts for advice.

Harnessing the influence of medical societies

Knowing where HCPs prefer to consume content will help marketers develop messaging that demonstrates the value of their products and services. The next step is to determine how best to leverage medical industry influencers to expand the reach of brand messages.

Trust and credibility play important roles in how HCP readers perceive the value of content, which is why 90% of HCPs consult peer-reviewed medical media when considering medications to prescribe following diagnosis, according to a recent Elsevier report. Content affiliated with medical societies carries the extra weight of respected authority.

For example, PracticeUpdate is guided by a world-renowned editorial and advisory board made up of respected experts who belong to specialty societies. These leaders are well-known in their respective fields for their expertise and thought leadership.

Building rapport with an engaged audience

When HCPs read content in a respected publication that has been curated by society-affiliated experts, they can trust that the information they consume will benefit their practice. HCPs also understand that journals rely on advertisements to sustain their existence. Pharma brands that advertise in these publications demonstrate that they value the knowledge these publications bring to the medical community.

Ads within peer-reviewed content can empower HCPs to learn more about products that can benefit their patients. In fact, 54% of doctors reported initiating use of a product with a patient after viewing an advertisement. Likewise, 56% report seeking out additional information about products on the brand's website, thereby creating new opportunities for making an impression on readers.

Trust and credibility are essential to developing relationships with HCPs. Elsevier has many established relationships with prominent medical societies. To learn more about how your brand can leverage these relationships to reach an engaged audience of physician readers, contact a trusted Elsevier consultant today, or download our new infographic "The Guide to Credibility in Medical Media".