77% of HCPs use digital channels primarily for personal learning and development. 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.
It’s become an over-used term, hasn’t it – COVID? It seems to have been used as an excuse for everything, from airport baggage handling, to call centre queues, to the global cost of living crisis. But not every impact has been bad. Pharma, for instance, has had to expedite its digital transformation goals. The industry had to change overnight to remain in contact with its key stakeholders, healthcare professionals (HCPs).
Creating a seamless experience for HCPs across all your channels will ensure greater engagement with your brand. Enabling them to find the information they want in a format they prefer should be a key part of your omnichannel strategy. However, it’s important to remember that the HCP demographic is changing, and with that so should the method of delivering content. So how do we ensure that we serve up content that both engages the HCP and adds value for pharma?
Wednesday, July 27, 2022 | 11AM ET / 8AM PT / 4PM UK. Experts from Tangent90, Veeva Systems and Compas, Inc. will discuss why ePrints are an important part of your customer engagement strategy.
As we slowly move on from the pandemic, we are seeing a return to in-person events. Our own research shows that 100% of the 65 medical congresses we have surveyed are providing in-person events, with 40% of those providing a hybrid solution. So how does the industry manage this dual approach? And how can we ensure we keep both audiences engaged?
What have we learned from the last two years? We can share information, maintain HCP relationships, and drive acquisition, all via the click of a button. The world has well and truly embraced a digital-first approach but how do we ensure that we don’t overwhelm HCPs, simply because the method of communication is easier?
In Pharmaceutical Commerce magazine, Tangent90 CEO Jan van den Burg discusses the value that HCPs place on scientific content and highlights the opportunity that pharma should be taking now.
Veeva recently published an eBook which discusses the best practice approach for supporting emerging pharma to launch and scale content faster. It focuses on how digital communications have allowed field teams to spend more quality time with HCPs. What can pharma’s brand teams do to support the increase needed?
We have been inundated with discussions about big data. Information that can help inform decision making is an output of nearly every phase in life sciences. The industry, with the increased use of digital channels, has been able to collect more data but is this being used to optimise their HCP engagement strategies?
The use of digital communications comes with new challenges when compared to the traditional paper era. Whilst virtual events and online publications and documents are nothing new, the increased reliance on them is, and there is a danger that digital fatigue could set in if the content is not tailored to the user.
The more information you have, the better informed you are. Data offers the ability to tailor and personalise the customer experience. But are we doing enough and what opportunities are there to optimise HCP engagement?
With demand for in-person, fully virtual and hybrid events high and expected to remain so, the hybrid approach needs to ensure it can cater for the different audience requirements, whilst at the same time, continuing to deliver quality information.
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