HCPs want snack-size content – pharma needs a new recipe

77% of HCPs use digital channels primarily for personal learning and development, according to Indegene’s 2021-22 report on the digital habits of HCPs. Receiving content in small manageable chunks is not unusual. Bitesize pieces of information are easier to digest and retain, and therefore, it makes perfect sense that often time-poor HCPs would prefer this method of content distribution.

Fierce Pharma also highlights the importance of the snackable digital experience for HCPs. Long gone are the days of handing over pages of clinical data for physicians to wade through. They simply haven’t got time and with face-to-face pharma rep interaction now much less frequent, new ways of sharing information are becoming more important. And bitesize content is available from publishers in the form of quick-take videos, mechanism of action animations and article research summaries – content which is easier and quicker to digest and creates opportunities for follow-up engagement with the full ePrint.

Digital channels have many benefits for HCPs. They enable content to be customised, sent via a channel of the recipients’ choosing and at a convenient time. All of this adds up to greater engagement – the holy grail for pharma marketers. However, to maintain engagement, content must itself be provided in an engaging format whilst at the same time ensuring the content owner’s rights are maintained.

We were one of the first-ever Veeva Silver Certified Technology Partners. This experience has enabled us to provide pharma with innovative technology to allow the sharing of digital copyright content. Pharma can compliantly distribute and track peer-reviewed scientific publications to drive meaningful engagement with HCPs. Working within pharma’s existing ecosystem, our innovative platform allows them to share ePrints, quick-take videos and article research summaries directly with the HCP via their existing channels. This quick and easy solution ensures that pharma can manage content distribution to HCPs, ensuring they only get what they want, when and how they want it. It provides a complete 360-degree view of what content has been shared and how it has been used, which is fed directly back to pharma’s CRM. This process provides actionable insights, as well as complete control of the volume of content shared to avoid overwhelming the HCP.

To find out more about how Tangent90 can support you to manage your digital scientific content distribution, please contact us at hello@tangent90.com.

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