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  • Writer's pictureRobyn L Garrett

Marketers discuss types of content that appeal to time-constrained HCPs

Originally published in MM&M Magazine

What type of content appeals to time-constrained HCPs, and how can it be made as accessible as possible?

Justin Fadgen Chief Corporate Development Officer BulletinHealthcare

Any HCP will tell you the colleagues they respect the most are the ones that never stop learning.

Staying up to date on important journal articles, guideline updates, and other clinical information is key for high-performing HCPs, but also challenging due to the volume of information available. 

So it follows these busy HCPs need informative short-form content that is digitally accessible — news and clinical info relevant to their specialty that helps them start their day as informed as possible and helps them deliver excellent patient outcomes.

We have a solution to this pressing need. BulletinHealthcare has partnered with 33 of the country’s most premier medical associations and professional societies to deliver just that: daily email briefings with news and clinical information customized to each specialty audience.

Georgette Pascale Founder and CEO Pascale Communications

The simple answer: educational and creative content, such as animations or scrolling text, that shows real-world data or how product X impacts patients. The HCP needs to know what they will get or learn if they click the content.

HCPs love to share quotes and stats they are passionate about, such as how a disease state affects patients. We need to capture their attention via GIFs and short video clips with highlights from doctors presenting real-world case studies or data.

We see high levels of engagement from doctors presenting real-world case studies and discussing how a drug or device impacts patients. HCPs need to see the data presented in a creative and concise way.

Content needs to be living where HCPs are: LinkedIn, Twitter, and Facebook. Different doctors use different networks. They are online and we need to reach them in real time.

Robyn Garrett VP, Content Strategy MNG Health

During the past 18 years, MNG Health has orchestrated nearly 250 million engagements with busy HCPs, and has learned content is a critical part in making meaningful connections and empowering customers.

First, content must be personalized. Choice of subject matter, length and depth, and preferences such as time of day and location matter to a mobile-first audience.

Next, content distribution and consumption must be omnichannel. Not only must content adapt to the constraints of each device, channel, and platform, it also needs to be available in text, graphics, video, and emerging formats such as VR.

Finally, content achieves its greatest value when it appears in time for the audience to make good use of it. We believe content can support HCPs in empowering confident care.

AdamCossman Chief Digital Officer W2O

We find HCPs continue to be actively engaged with content regarding the medications they write, and their use of digital sources to access this content continues to increase.

The top three types of content HCPs seem to welcome from pharma companies are new research and data, support for their patients, and help for their practice.

The last two types are ones where there is an opportunity to communicate with HCPs more frequently — in particular, helping them navigate coverage barriers that may be impacting a patient’s ability to initiate and stay on therapy.

These activities can best be accomplished by keeping HCPs abreast of coverage changes relevant to their region and helping office staff navigate coverage barriers.



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