The Role of Personalized Communication in HCP Marketing Tactics

The rules which oversee the engagement of pharmaceutical companies with HCPs are changing beyond recognition, forcing companies to change and improve their HCP marketing tactics too.  Fortunately new innovations are ascending to help pharma organizations. Utilizing innovation, advertisers can arrive at time-starved HCPs with customized content over channels. Advertising to HCPs today is controlled by information which is assisting the drug organizations with customizing their data to HCPs and show important promotions.

Companies can now serve consistent messages using highly targeted and personalized communication, chosen for their importance and effectiveness.

As per research relevant to HCP marketing taken from surveys and reports published by Accenture, SAP-Oxford Economics, IQVia, Research2Guidance, and the Decision Resources group, we see that:

• 68% of doctors favor online modes of communication.

• 80% of HCPs prefer smartphones, while 75% use physician-only networks, 57% utilize social media platforms like LinkedIn and Facebook.

• 85% use eMRs to enter clinical notes, 57% Read medical journals online, 38% participate in online detailing assemblies by a pharma company, 33% attend a podcast.

• 93% of physicians think that mobile health apps are highly valuable.

• 79% of patients prefer to attend a physician who manages their interactions both online and via mobiles, reducing the need for a personal visit to the doctor.

Personalizing the communication:

Technology has made personalization achievable through monitoring and analyzing the engagement of HCPs with ad content online, using their open and click-through rates and also by specifically understanding their willingness to communicate with specific content. HCPs engagement within their professional digital groups also benefits to provide some insights about their interests. 

Advantages of personalized communication:

1. HCPs can set their own time and pace:

Smart pharma advertising is all regarding tailoring one’s message to fit a specific HCP’s preferred channel and effortlessly gaining attention using appropriate content and contextual messaging. As technology helps to show an HCPs choice of topics and their content needs, targeting the HCP across digital platforms and forums is the latest personalized marketing strategy. What’s more, digital solutions are cost-effective when related to traditional marketing techniques and offer ROI along with a greater reach.

2. Interact with HCPs in their chosen format:

Pharma companies certainly have an immense amount of information about the treatments they offer and the diseases they target. Knowing your HCP’s interests by topic as well their favored choice of format for content consumption would help you choose the right digital format to take their attention. You will know clearly what format to display your content in; whether it is a gif or video or richly designed long-form content. 

3. Use Digital Sequential Messaging:

Any HCP who contracts with a site and its contents (by the time spent on it or an actual purchase) would be marked as a high-quality lead. Such HCPs are followed every new ad that the company releases after that – on every single Internet-enabled device that each of the HCPs uses. 

4. Achieve better campaign results:

Pharma marketers are experiencing the power of personalized content marketing using campaigns around their content to improve HCPs’ engagement with their brand. Offers, events or conferences get targeted to people who, they now know from the data on their browsing behavior, would self- select to hop on board in response to their call-to-action.

Doceree comes with the power of EspyianTM, A.I. engine, linking Advertisers & Publishers to HCPs. It goes by integrating with the live database of validated HCP’s. This helps in recognizing the HCP and creating a unique profile of HCP by knowing the demographics, attitudes and behaviours from over 1000 data points from our recognized and shared privacy-safe databases. 

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