HCP Engagement in Pharma: Content Trends
A paradigm shift is needed in the Pharma industry to create better HCP engagement.
HCP Content Preferences
Omnichannel Customer Engagement is an essential approach for Pharma companies similar to many other industries. It has many components and prerequisites, such as customer strategy, content strategy, channel strategy, Omnichannel operations, data & analytics, employee capability building… etc.
I’m about to publish a new book soon to provide a detailed guidelines to Pharma professionals on how Digital Transformation can lead to end-to-end Omnichannel Customer Engagement in the Pharma industry. In this article, I’ll briefly touch on the content trends for creating better customer engagement based on my personal experience in this domain.
Content is one of the key drivers of increasing customer engagement in Omnichannel marketing, and there are multiple factors to be considered while planning, creating, and publishing the content. Many Pharma professionals agree with Bill Gates, as he mentioned in an essay in 1996, “Content is King”. But, to ensure the content has such immense power and impact, some DOs and DON’Ts must be considered. I summarized some of the most critical factors to be taken into account for creating better HCP engagement in Pharma below:
HCPs require disease and medical education information and Patient support materials rather than product information. This can be provided by creating and publishing more value-added non-promotional content and services to HCPs.
Content must be easy to be consumed by the HCPs, so Pharma companies should consider creating more bite-sized/micro, easy-to-digest content for HCPs that can be consumed quickly. Most of the time, HCPs do not have long minutes to read long articles or watch videos. Therefore, it should be an option for HCPs to get into more details in case they’d like to read/watch more.
Content must be provided in a way that HCPs can consume them as they want, preferably through their everyday platforms. So, the options like on-demand, download, bookmark… etc., should be provided.
Content must be personalized and relevant to HCP learning needs. Supporting HCPs to earn CME (Continuing Medical Education) credits is an additional value add.
Overall, Pharma companies should focus on providing what HCPs’ need rather than what they want them to see. The focus should move from product-based marketing to value-based marketing.
This list can grow with more items, but at least prioritizing these five factors would help to create better customer engagement through Pharma Omnichannel Marketing tactics.
What are your content recommendations for Pharma professionals to improve HCP engagement through their Omnichannel tactics? Please share them in the comments below.
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