Here's how to market to physicians online and in print

Physicians see pharmaceutical reps in person less often than they used to.

That's the news from a recent survey conducted by Decisions Resource Group. According to their research, the proportion of doctors seeing reps in person declined from 67% in the previous year to 54%.

In this kind of environment, multichannel approaches are increasingly important for healthcare and medical marketers. There are solid opportunities to market to physicians online and in print, reducing the need for medical companies to rely on face-to-face visits with doctors.

Marketing to physicians can be accomplished through digital and print channels.

Marketing to physicians online

The digital landscape is a great venue for direct-to-physician marketing. From deploying content marketing strategies to email outreach and social media engagement, there are several real opportunities to share information with doctors in a way that establishes trust and credibility for your products and services while respecting doctors' time and independence.

Email marketing to physicians

A recent report from HealthLink Dimensions found that 73% of physicians preferred email for receiving a variety of informational updates.

Doctors are busy, and they need flexibility in their schedules to review and assess the credibility of claims on their own time. Their availability can shift on a moment's notice, and email allows them to do follow-up research when their day allows it.

There are two important elements to consider when using email to market to physicians.

The first is to have a proper segmentation of your audience. Are you trying to get the word out to primary care providers or specialists? Do you need the attention of pediatric or geriatric doctors? Sending irrelevant content can push busy physicians to unsubscribe, leaving you with fewer contacts when you do have relevant information for them.

The second element is to strike a balance between classic attention-grabbing email marketing techniques, like short and direct subject lines, with your target audience's need for serious, professional communication. Keep your subject lines to the point, but don't sacrifice formality in the process. Focus on the facts, not the hype.

Marketing to physicians on LinkedIn

Social media marketing has a place in the world of direct-to-physician medical marketing, but the platform you use matters.

LinkedIn is a professional environment that doctors are already using in a business-oriented context for networking and staying up to date with industry organizations.

The kind of content that's shareable in this environment is very different from what circulates on other platforms. Posting useful research, regardless of whether it was conducted by you or highlights any of your products and services directly, will help establish you as a knowledgeable thought leader who is meaningfully engaged in the field alongside medical practitioners.

Marketing to physicians in print

Probably the best way to establish your brand in the eyes of physicians is to appeal to doctors directly in respected medical journals, or by providing relevant reprints.

When you market through print, and through digital editions of high-profile print publications, you demonstrate an understanding of the venues that doctors visit to get the kind of peer-reviewed information they rely on to support their patients. Though your contribution will clearly be an advertisement of some sort in these venues, you'll reach doctors while they're mentally on the clock, instead of trying to wedge your message in while they're taking a break from work to check social media or their email.

Appearing alongside respected research from colleagues in their field will help bolster your brand reputation.

While sales rep visits become less frequent, medical marketers still have many effective communication channels to reach physicians. Reach out to Elsevier today to find out how we can help you get in front of your target audience.