Pharma interaction: What HCPs need and expect from you
When looking at their HCP audiences, pharma marketers have to acknowledge that the information from trusted medical and regulatory resources is one of their primary concerns!
Healthcare providers search for specific information for focused needs, but what does that mean, marketing-wise? … It means that social media is less important than education, guidance, and support. So, they expect pharma companies to empower them with the needed resources at the right time.
In 2022, it’s about building the HCP trust through high-quality, bite-sized, and useful resources. Much more than selling a product, pharma companies are partners in their journey!
Having this in mind, let’s check in more detail what every pharma company must know: the 2022 top guidelines for a successful HCP engagement!
Marketing outreach: HCP engagement preferences
After Covid-19 came to the scene, visits from pharma reps decreased massively and professional conferences migrated online. So what type of interaction channel gained the most traction? Email did!
According to HealthLink Annual Report results, almost three-quarters of HCP agree that they prefer to be reached via email for industry-related interactions.
Pharma marketers may rely on email marketing as the number one favorite channel from their target audience to receive information and engage with them.
With the patient’s treatment and care experience as a focus, HCPs need marketers to empower them with treatment-oriented information. When it comes to valuable content types, healthcare providers prioritize medical education, patient education, and disease state information.
Educational resources, such as explainer videos, are very often shared by HCP with their patients to provide the best guidance throughout their journeys.
Did you know that 50% of healthcare professionals want more educational resources from their partners to guide and share with their patients (HealthLink)?!… Start sharing medical video content today with PubVisual!
HCPs need shareable resources!
With the new well-informed and data consumers kind of patients, the need for support materials at hand has increased exponentially.
But not any kind of resources, they need blocks of text translated into an engaging and understandable format that will educate and guide patients in their decision-making throughout the path.
As video consumption rises furthermore in the general public preferences and explainer videos are a very attractive way for consumers to understand and choose a product/service, your marketing strategy has everything to gain by adding valuable video content.
What was an extensive block of data and text, becomes a bit-sized video with all the key points needed for that moment of the journey. Time-saver and shareable option, that can be consumed on and offline, making the perfect fit with any Omnichannel Strategy.
Both HCP and patients are now multi-device consumers, so the resources must be thought to be consumed in any device of choice.
HCP acknowledge that nowadays their patients live mobile lives, so when looking at the numbers, we see that over 50% of the providers state that they are very likely to use mobile to share educational resources or provide support to the patient (Healthlink).
Smartphones are always at hand when it comes to patients. Therefore, healthcare professionals now look at these devices as the primary means of communication in this new digital engagement era.
Out of office…but engaging!
When it comes to professional information consumption, healthcare providers tend to use off-hours to learn. Almost 90% of them consume articles, journals, and videos when they are not in the office.
Also according to HealthLink, most providers spend between 30 to 60 minutes outside their working schedule consuming educational resources.
Did you know that to 51% of digital marketers, video content has the highest ROI of all marketing channels (Campaign Monitor)! Let us help you be one of them with PubVisual.
Video hits all the checkpoints in your HCP needs list!
Here are some statistics that prove video content can be the best suit for an Omnichannel Marketing Strategy. As well as the best resource to add value to your Pharma Email Marketing Campaigns:
- Studies show that 54% of consumers want to see more video content from a brand/business (Hubspot);
- 72% of customers said they would rather learn about a product/service through video (OptinMonster);
- 84% of people have been convinced to choose/buy a product/service by watching a brand’s video (OptinMonster);
- 96% of people have watched an explainer video to better understand or learn about a product or service (Wyzowl);
- Emails with the word ‘video’ in the subject have an extra 7% of open rate (Social Media Week);
- Emails with videos improve the click-through-rate by 300% (Campaign Monitor);
- 59% of executives agree that between text and video on the same topic, they are likely to choose video (Small Biz Trends);
- Teams that use videos in emails have a 16% higher open rate (Sales Loft);
- Reps that add videos to emails get a 26% increase in replies (Sales Loft).
Did you know that when in need of product information, 66% of consumers are more likely to watch an explainer video than read a text(Wyzowl)? Guarantee engagement with PubVisual and PatientVisual animations!
Takeaway
Email is the number one preferred channel by HCP to receive and engage with the pharma industry. Whether we speak of professionals working in hospitals, offices, or other healthcare facilities, email is the preference for marketing outreach.
Healthcare providers need educational resources that can add value to both their and their patients’ journeys! In a time-constrained and hyper-connected environment, education came to center stage. Especially when it comes to HCP concerns as they expect pharma companies to empower them with such valuable materials.
Looking at the preferences of information consumption in the current landscape, video content numbers are sky-rising. With a higher demand for explainer videos, pharma marketers can add value to their campaigns in a highly digestible format. And most importantly, at each step of the HCP and patients’ journeys!
