As the industry grows more demanding, and patients require more specialized care, HCPs have been striving to find ways to keep up with the latest research and advancements. Thus, knowledge translation is now more important than ever.
HCPs ought to put their knowledge into effective practice. But before that, they need to be educated. And pharma companies can just be the right vehicle to build a bridge between their expertise and the impact it can have on the field.
So, this article will explore the ways in which pharma can pick up on knowledge translation as a way to enrich HCPs’ experience with their brand.
According to the Canadian Institutes of Health Research (CIHR), knowledge translation (KT) is a dynamic process supported by the synthesis, dissemination, exchange, and application of knowledge. In that way, aiming to improve health and the effectiveness of services in the field is a means through which to improve the quality of the overall system.
Knowledge translation is then about acquiring expertise and putting it into practice. For that, the processes of knowledge creation, distillation, and dissemination are really important. Here are examples of what can be done at each stage:
- Knowledge creation – Choose a target and topic, and conduct the necessary primary research on the field of choice.
- Knowledge distillation – When you create the “skeleton” of your project and define guidelines. It is also at this stage that you can create a process of systemic reviews.
- Knowledge dissemination – This is the moment when your present your research and expertise in a chosen format, be it a guided video, presentation, online journal article, or report.
Ultimately, knowledge translation is guided by the principle of comprehensive and integrational educational experiences that strive to cover different topics and sectors within healthcare that are of concern.
Some strategies adopted in knowledge translation initiatives are:
- Lay summaries;
- Training workshops;
- Tailored messages (i.e. on email or other platforms); and
- The use of local opinion leaders (KOL or DOL).
KT: An ally to HCP education
HCPs are demanding customers. They do not only want to engage with a product. They strive to participate in educational experiences that will expand their knowledge and allow them to respond adequately to the needs of their patients.
Pharma companies are vaults of expertise and powerful, insightful data than can only benefit HCP and their education journey. For that, these organizations should strive to take a hold of knowledge translation as a unique opportunity to move the industry forward and its professionals into progression. And so, it is vital to make this KT process as easy as possible for HCP.
But how? By providing professionals with educational experiences on their preferred channels. Yet, for that to happen, one should be aware of changing consumption habits.
With the dissemination of the Internet, there has been a change in the way medical professionals consume and engage with information. These are now, for the most part, digital natives ready to participate in a myriad of different digital interaction activities.
“Over the years we have witnessed interesting changes in HCP behavior and its impact on their digital choices. The pandemic, of course, accelerated digital adoption across the board.” – Gaurav Kapoor, Co-founder and executive vice president at Indigene (PharmExec)
Digital natives’ online journeys
Their online journey can pass by a set of different channels. And these can be:
- Online search engines;
- Social network platforms; and
Nonetheless, more than choosing the right channel, it is important to share your knowledge in the right format that will make HCPs’ educational journeys memorable. And for that, video explainers stand out as one of the fastest-growing trends in the industry. According to Wyzowl, in 2021 alone, over 70% of the videos created were explainers (animations that share insightful information on a determined product or topic).
Pharma companies can use explainers to share insight:
- On a drug’s MoA;
- On a drug’s contraindications and composition;
- Of a trial’s results; and
- Of reports and research projects carried out…
Another way to align KT with HCP education is to share your research projects with professionals in the field. Be the one that explains your findings and supports them in putting the knowledge acquired into action. So, despite the video, there are other digital options you can pursue to be a part of medical professionals’ education journey.
Virtual conferences are a growing trend in the pharmaceutical industry, that has gained exponential strength during the pandemic. According to a 2021 Veeva study, virtual conferences are effective in terms of reach and cost. They do not only allow companies to interact directly with the audience but also communicate with professionals from all over the globe. Ultimately, promote knowledge and expertise in determining themes and topics of interest that can enrich the HCPs’ educational journeys while contributing to a comprehensive knowledge translation process.