Pressures on physicians are growing
Digital clutter in pharma is affecting physicians from many different sources over the past several years has shown that a steady increase of new medical information, growing administrative burdens, and navigating payer pressures has left healthcare providers (HCPs) with limited time each day. Throughout 2020 and beyond, we will be under various restrictions due to COVID-19 that will impact in-person interactions in many ways.
The direct impact of COVID19 is the suspension of face-to-face communication from field forces to physicians, the proliferation of attempts to connect via remote sales telephones, and increased pressure on physicians to manage quarantined patient populations. This has led to a surge in digital communications, more doctors seeking information via digital platforms, and a reduction in digital clutter in pharma.
Providing the content that doctors want and need
According to market research, 80% of the content that pharmaceutical companies provide is not what medical professionals want. In addition, 70% of physicians said, “It is important for the pharmaceutical industry to provide science-based educational resources to gain my trust. Nevertheless, many pharmaceutical brands are educational and clinical. Instead of investing in the development of focused content, we are focusing on strong promotional messages.
It’s easy to make important messages available in the same format on all HCPs, but first Encourage your team to understand the format and type of content your audience needs. Then adjust the most important brand messages within this configuration, be evaluated by your doctor, and continuously referenced. Can provide content.
New Engagement Tools or Platforms
Researching physician sources may reveal new tools and platforms that can be used to break the digital clutter in pharma. Some examples of these fast-growing platforms are professional social media, audio and mobile platforms. Sermo, called the Virtual Physician Lounge, is a professional social media platform that allows HCP to post and discuss cases, answer questions, and participate in honorary investigations. A unique feature of the
Sermo is that doctors can remain anonymous to each other when posting and answering case questions. This will increase the frequency and amount of engagement within this platform. Pharmaceutical brands can participate in the platform through posts targeted to specific lists or disciplines and gather insights through research questions related to the posted content.
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