HCP Engagement in Pharma: Content Trends

Five content principles for moving from product-based to value-based HCP engagement.

Omnichannel customer engagement has many components and prerequisites, including customer strategy, content strategy, channel strategy, Omnichannel operations, data and analytics, and employee capability building. This article focuses on content trends that support better HCP engagement, based on my experience in this domain.

Content is one of the main drivers of engagement in Omnichannel marketing. To give content real impact, several factors need attention during planning, creation and publishing. Five are especially important.

HCPs need disease education, medical education and patient support materials more than product information. Pharma companies can meet this need with more value-added, non-promotional content and services.
Content must be easy to consume. Short, bite-sized formats suit HCPs with limited time, with the option to go deeper when they choose.
Content should be available the way HCPs want to consume it, preferably through their everyday platforms, with on-demand, download and bookmark options.
Content must be personalized and relevant to HCP learning needs. Support for earning CME credits adds further value.
Overall, pharma companies should focus on what HCPs need. The emphasis should move from product-based marketing to value-based marketing.

Prioritizing these five factors helps create better customer engagement through Omnichannel tactics.