Articles
How to Overcome the Biggest Challenges of HCP Marketing?
by Diksha Sharma Blogger and writerHCP marketing boomed substantially between 1997 to 2016 as the expenditure in this sector saw rapid increases. D2C marketing and advertising for medical drugs increased, and so did hcp advertising as pharmaceutical companies tried to precision-target healthcare professionals. It was observed that reach and accessibility increased significantly when healthcare professionals were approached via multiple channels. This is why pharmaceutical companies started investing in promotional spendings and well-planned media strategies to hyper-target potential HCPs and consequently increase engagement rates.
Marketing to HCPs is crucial for pharmaceutical brands considering the weightage that healthcare professionals have over prescribing drugs. However, due to their busy schedules, it is complicated to reach HCPs, which poses several challenges for pharmaceutical companies. Mentioned below are some of those challenges -
Accessibility to HCPs
Since healthcare professionals have a really tight and packed schedule, working on computers or having a meeting with a sales representative gets really difficult. Furthermore, there are certain government-employed policies about consulting, public engagements, travelling, and so on. This creates a barrier between Pharma brands and HCPs. This is where the physician-only platform, Doceree steps in. It enables pharmaceutical companies to engage with the right HCPs digitally by using AI, analytics, and data segmentation.
Omnichannel approach
Pharma companies are increasingly using multiple channels to increase their accessibility and reach to potential HCPs and to also provide them with an effortless user experience. This method also calls for extensive research as the pharma companies have to streamline their approach on the basis of the HCPs’ preferences.
Doceree enables Pharma companies to engage in optichannel marketing where the omnichannel presence is maintained with emphasis on contextuality.
Bottlenecks in targeting the audience
Pharma brands face a lot of difficulties in targeting the right HCP audience, and as a result, the process becomes very time-consuming. They need to be able to target their audience on the basis of their prescription record and online behaviour.
Doceree empowers pharma companies to precision-target HCPs and also eliminates duplicate profiles to avoid repetition and save time.
Problem in achieving goals
The healthcare marketing landscape is ever-changing, and as a result, it becomes increasingly difficult for pharma companies to stick to a particular strategy and achieve their goals. This also loosens the connection between pharma brands and HCPs that were formed before.
This dynamic nature of the industry results in pharmaceutical brands taking a long time to achieve what they set out for. Doceree helps by keeping pharma companies aware of every move they make during their campaigns to achieve peak performance in real-time.
Lack of Metrics
For a long time, healthcare marketing had been limited owing to traditional strategies. Since personal visits were the most preferred method, it was also the only single channel of approach. Metrics like brand recall, brand image, engagement, online communication, etc., were not considered at all.
Doceree’s AI engine, ESPYIAN, helps in this regard by creating live communication profiles for HCPs, integrating data, and analysing their behaviour and demographics.
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Digital Innovation is playing a crucial role in the healthcare sector today, and those who are making use of it, are reaping the benefits. If you want to start on programmatic ad exchange, get in touch with Doceree today!
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About Diksha Sharma 
Blogger and writer
48 connections, 0 recommendations, 162 honor points.Joined APSense since, November 30th, 2018, From Gurgaon, India.
Created on Apr 13th 2021 01:04. Viewed 468 times.
