Brand Planning: Must-dos for physician engagement

Recent findings from DRG’s Taking the Pulse 2017 survey of U.S. physicians offer several clear recommendations for pharma companies looking to better engage healthcare professional audiences.

Many of the recommendations reflect how we have built and evolved our offerings – from deep engagement experiences featuring high-value, highly relevant content to data-driven campaigns that serve up clinical and branded content based on HCPs’ stated and inferred preferences.

Source: DRG Taking the Pulse US 2017 survey 

Let’s take a closer look at how we’re addressing some of these key industry findings for our clients.

 62% of U.S. physicians say that the information pharma provides on HCP websites are just product ads.

We can help change that perception. In fact, HCPs rank our digital communities as a “high value” source of information alongside NEJM and NIH. And what they say is validated by what they actually do: on average, our members spend 20 minutes per session, about 5 times per quarter engaging in content.

Offering HCPs relevant content while they’re in a learning mindset has the power to dramatically improve engagement, while simultaneously increasing their understanding of a brand and how it fits into their treatment regimens for appropriate patients. For example, we worked with a pharma client to increase awareness of a branded diabetes therapy’s new indication.

Our stepwise campaign combined clinical alerts with multimedia content within our digital HCP community—leading to a 12-fold increase in engagement with our client’s branded educational component compared to single-threaded, email based campaign. Plus, over half of those surveyed saying they plan to increase their use of the featured branded therapy, saying the content helped identify more appropriate patients.

That’s deep learning that goes beyond a simple headline.

70% agree that it’s crucial that pharma companies provide education resources rooted in science to gain trust.

We couldn’t agree more. Our members are drawn to our destination sites in part by the thousands of multimedia presentations led by national experts representing organizations such as the CDC, Mayo Clinic, and more. Even better, these experts engage in interactive question and answer sessions from our community.

Many of these presentations include our unique “Test and Teach” methodology—in which we activate the participant’s existing knowledge by asking a question before presenting the educational content—to help clinicians sharpen their expertise when it comes to making decisions that impact patient care. In a recent presentation focused on treating acute pulmonary embolism, this unique engagement approach drove a 27% improvement in HCPs’ ability to correctly identify the appropriate therapy option for a critical clinical scenario—over the course of about 10 minutes.

Our pharma clients gain access to these credible trusted environments through which to tell their story in a way that matches the spirit of these trusted, high value destinations.

Analyst recommendation: Ensure content format and distribution matches physician behavior and preferences.

Based on the millions of interactions healthcare professionals have had across different digital channels, we’ve developed statistical models that predicts how an audience – or even an individual – will respond to educational and promotional content when delivered as part of an integrated program. We call this the physician’s propensity to engage.

The outputs of this model can inform the right mix of communication tools – from the light engagement of a clinical alert or hyper-targeted mobile message to the deeper engagement of an interactive, expert-led piece of content. In short, we use it to determine the right mix of channels that will increase the likelihood that messaging will be seen, assimilated, and acted upon.

To learn how our integrated campaigns and insights-driven cadence yields greater awareness and NRx lift, download our case study.

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