The digital revolution today has fundamentally altered how healthcare professionals (HCPs) worldwide access information, collaborate, and engage with industry stakeholders. Consequently, in the dynamic realm of pharmaceutical marketing, understanding the digital footprint of HCPs has shifted from a luxury to a necessity. McKinsey’s research reveals that approximately 40% of pharmaceutical companies face challenges in comprehensively understanding their customer journeys. This struggle often stems from difficulties in mapping the appropriate digital touchpoints and aligning them effectively with their overall strategic objectives.
To stay at the top of the game, pharma marketers must navigate a multifaceted landscape of platforms to successfully connect with and engage HCPs. It’s not merely about being present where they are but also about deeply understanding their behaviors and preferences to deliver interactions that are truly valuable. This article explores why knowing where HCPs are online, their preferred platforms, and what they do there is crucial for pharma marketers. Using this information, marketers can build stronger connections, share relevant content, and nurture long-lasting professional relationships, which can ultimately improve healthcare outcomes.
Deciphering HCP frequented platforms
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Understanding the activities HCPs engage on these platforms is key to tailoring marketing strategies effectively. For instance, providing educational content on learning platforms, offering clinical insights on point-of-care platforms, and fostering meaningful interactions on networking platforms can resonate with HCPs and drive engagement. Let’s understand the distinct characteristics of each platform and explore effective strategies for engaging HCPs on each.
- Endemic platforms: Endemic platforms in healthcare are specialized digital spaces designed specifically for HCPs’ professional content consumption and knowledge sharing purposes. These platforms serve as hubs for medical content, educational resources and even networking, where HCPs consume content around latest medical advancements, participate in discussions with peers on clinical cases and treatment options, access accredited medical education programs, and seek expert opinions from renowned specialists. Additionally, these platforms often offer tools for clinical decision support, allowing HCPs to enhance patient care and make informed treatment decisions. Overall, endemic platforms play a crucial role in fostering knowledge sharing, collaboration, and continuous learning among HCPs.
- Point-of-care platforms: Point-of-care platforms, most trusted by HCPs, can certainly be essential tools for engaging HCPs in meaningful ways. These platforms, often accessed during patient consultations, provide HCPs with immediate access to critical clinical information, treatment guidelines, drug databases, and diagnostic tools. HCPs utilize point-of-care platforms to enhance decision-making at the point of patient care, ensuring accurate diagnoses and optimal treatment plans. Delivering relevant messaging to healthcare professionals (HCPs) on these platforms at the right time can enhance the quality of care and foster better patient-physician engagement, particularly around discussions of affordability.
Tailoring platform to HCP journey
Understanding the strategic messaging placement across different platforms is crucial in today’s marketing landscape. At the top of the conversion funnel, endemic platforms like online learning portals, medical journals, and HCP networking sites play a pivotal role in establishing brand identity, sparking interest, and nurturing meaningful conversations. As we move down the funnel, POC platforms such as EHR systems and telemedicine platforms become instrumental in facilitating decision-making, driving action, and cultivating a community of brand advocates.
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With this insight into the communication cascade, pharma marketers can align brands strategically with the most effective stack of platforms, leveraging intelligent targeting, ensuring the right brand presence on the right platform, with precisely tailored content delivered at the opportune moment. This approach not only enhances the quality of engagement but also maximizes the returns on marketing investments, unlocking the full potential of marketing efforts.
Need for an interconnected ecosystem
The potential for synergy among endemic and point-of-care platforms is huge for pharma marketers. If integrated, these will offer a comprehensive view of HCPs’ digital journeys. This connectivity will empower marketers to understand HCPs’ preferences and behaviours deeply, allowing for personalized content and experiences. Further, with data-driven insights, marketers can continually refine their strategies, identifying crucial touchpoints, and measuring engagement metrics across channels. This evolution will significantly boost their effectiveness in reaching and engaging with HCPs.
To conclude, in the era of digital transformation, unlocking the full potential of pharma marketing requires a deep understanding of HCPs’ digital footprint. By recognizing the significance of endemic and point-of-care platforms, and fostering interconnectivity among them, pharma marketers can create a cohesive ecosystem that facilitates meaningful engagements with HCPs. This approach not only enhances brand visibility but also contributes to building lasting professional relationships and driving positive healthcare outcomes.
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Preetha Vasanji is a distinguished member of the senior management team at Doceree, where she serves as President – Emerging Markets. With an extensive career spanning over two decades in the Healthcare Communications and Marketing sector, Preetha brings a wealth of experience and expertise to her role.
Throughout her illustrious career, Preetha has had the privilege of collaborating with numerous multinational and domestic organizations, enriching her professional journey with diverse perspectives and insights. Prior to her tenure at Doceree, Preetha held the esteemed position of Sr. Vice President and General Manager at McCann Health, Mumbai. In this capacity, she demonstrated exceptional leadership by overseeing a team of over 30 individuals, driving the company's growth trajectory, and meticulously managing its operations.
Preetha is known for her specialization in both business and people management, a quality that she takes great pride in. Her vast and varied experience, complemented by her unparalleled intellect and leadership acumen, renders her indispensable in steering Doceree towards continued growth and success in the Indian market.
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