HCP Engagement in Pharma: Channel Trends

Delivery matters as much as content. Four basics for reaching HCPs through the channels they prefer.

Omnichannel customer engagement in pharma depends on an end-to-end framework that delivers the right content to the right customers through the right channels at the right time, and that measures and improves business and customer impact continuously. I describe such a framework in detail in Omnichannel Customer Engagement in Pharma.

In this framework, the delivery of content and services is as important as the content itself. Delivery should follow customer preferences as well as company needs. Four basics are worth prioritizing.

HCPs prioritize independent channels such as journals and scientific meetings to consume medical information. Pharma companies should invest in those independent channels as well as in their own HCP portals, webinars and branded content.
HCPs actively use search engines to find scientific information. Pharma digital channels need to be visible in search results, which requires sustained investment in search engine optimization.
Personalization has become standard in everyday services, and HCPs expect the same when pharma companies deliver content and services to them.
The role of the sales representative should evolve toward orchestrating digital channels and information for the HCP, acting as a bridge between the HCP and the scientific information the company provides.

This list could be longer. Prioritizing these four items alone brings real benefit in delivering relevant content through preferred channels, which increases engagement and improves the customer experience.