{"id":6585,"date":"2022-06-16T10:00:37","date_gmt":"2022-06-16T10:00:37","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=6585"},"modified":"2022-12-15T16:38:31","modified_gmt":"2022-12-15T16:38:31","slug":"hcp-education-channels","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/hcp-education-channels\/","title":{"rendered":"Top Online Channels for HCP Education"},"content":{"rendered":"\n
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HCP education is now more important than ever. Physicians seek in their interactions with brands an experience of value and worth. For that to happen, pharma companies must target these at the right channels with content that is both timely and relevant. <\/span><\/p>\n\n\n\n

Scientific journals and magazines were once the main sources of information consumption in the pharmaceutical industry. Nonetheless, such has changed with the dissemination of the Internet and widened accessibility to a myriad of different content. Both easy-to-access and more interactive. <\/span>This is what HCPs look for<\/b>. <\/span><\/p>\n\n\n\n

With this in mind, <\/span>we have gathered for you a list of the top channels for HCP education<\/b> that will help you improve physicians\u2019 journey with your brand. <\/span><\/p>\n\n\n\n

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The channels of choice<\/h3>\n\n\n\n
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1. Online search engines<\/h4>\n\n\n\n
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Over half of today\u2019s HCP are digital natives or people who have become acquainted with the Internet and digital gadgets. As a consequence, in the past years, there has been a shift in the way in which consumers, namely physicians, seek information and educate themselves. <\/span><\/p>\n\n\n\n

Search engines<\/b> are the stepping stone to most people\u2019s journey into online channels. It is there that one tries, through keywords, to find the relevant information and platforms through which to obtain and\/ or consume content. And it has proven to be particularly resourceful to HCP.<\/span><\/p>\n\n\n\n

Online search engines such as Google and Bing offer immediate responses to particular needs. And all in a matter of seconds. One only needs keywords that will direct it to the most relevant channels and sources. <\/span><\/p>\n\n\n\n

For example, physicians can mainly use it after an appointment with a patient, if they have a particular doubt or question on a certain subject that needs an immediate answer. From there, they can then move on to narrow their options and venture into using particular channels of their preference. <\/span><\/p>\n\n\n\n

Research shows that over <\/span>50% of HCP<\/span> seek information online several times per week as a way to support patient care and improve their response to each individual\u2019s unique circumstances (2040 Digital<\/em>). <\/span><\/p>\n\n\n\n

So, most physicians today are online. And it is there that they strive to educate themselves to better their decision-making. Pharma companies must, then, think of it as the right channel in which to target HCP and turn their attention to their expertise and educational value in the field. <\/span><\/p>\n\n\n\n

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2. Video explainers <\/h2>\n\n\n\n
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Video is a growing trend in pharma marketing that has changed the way people access and consume information. Viewers are thought to spend a whopping <\/span>100%<\/span> of their time on websites and digital platforms that have videos (Archive<\/em> Boston). But how is this true for HCP?<\/span><\/p>\n\n\n\n

Already in the early 2010s physicians displayed a preference for content consumed online in different formats, such as video. It is an informative and interactive tool that has proven to be successful in translating complex information into memorable, bite-sized experiences. <\/span><\/p>\n\n\n\n

This format is a tool thought to be useful, as it adapts to HCPs\u2019 busy schedules, helping them respond quickly to patients\u2019 needs. And so, most of the videos created in pharma, but also in other businesses are <\/span>explainers<\/b>. <\/span><\/p>\n\n\n\n

Video explainers constituted 74% of the videos created in 2021 (<\/span>Wyzowl<\/span><\/i>). Through these, pharma companies share with HCP:<\/span><\/p>\n\n\n\n

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