The health industry might be lacking in overall digital maturity, but it’s making up for it with a willingness to explore newer formats and ways of connecting. Never before have health marketers had such a great opportunity to refocus and improve on how to connect with healthcare professionals and their patients.
Given the rapidly evolving changes to our healthcare system, as well as the overwhelming volume of content that healthcare professionals (HCP) are faced with daily across channels, a defined HCP communication strategy at the therapeutic and brand level is more important than ever for the pharmaceutical industry. To compete in this dynamic and over-saturated market, pharma companies must shift their approach to focus less on the individual campaign and more on an enterprise-wide strategy that places the customer at the center of the business.
Often times when physician engagement or lift does not meet benchmarks, companies are quick to point fingers at the marketing channel. Whether it’s email or a third-party vendor, the response might be, “Let’s not work with that channel anymore.” But most channels have a long history of success.