Get the +100 HCP insights that should be driving your multi-channel marketing strategy

The ultimate list of insights curated from some of the leading research into physicians attitudes and behaviours

The imperative for pharma and medtech to enhance their sales and marketing relationship with healthcare professionals is well understood. Various approaches are being adopted, from the technical like marketing automation and data management platforms, to the strategic like multi-channel marketing and account based marketing, to the tactical like apps and e-detailing.

However, whatever approach is right for your organisation none of them will be effective without a razor sharp understanding about the attitudes and behaviour of your customers. It is these HCP insights which will provide the building blocks to mapping out their customer journey, which in turn will provide the foundation to any successful sales and marketing effort.

So, with that in mind we’ve pulled together all the incredible HCP insights we could find from various research undertaken over the last few years by some of the best companies in the healthcare industry. This is a resource for our friends in the sales, medical and brand departments of pharma and medtech organisations. We’ve tried to keep our comment and opinion down to a minimum 🙂

Feel free to bookmark this page as we’ll be adding to it as new research becomes available.

1) Channel Usage

EVENTS

81% value live events, however 65% cite access, time and costs as barriers to attendance.⁵
48% prefer a sponsored event as their primary source of pharma info.¹

DIRECT MAIL

11% prefer to be contacted through direct mail.¹⁴

FACE TO FACE

54% prefer a sales rep as their primary source of pharma information.¹
47% value sales representatives.⁵
43% learn how pharma can help their practice primarily from sales reps.⁸
47% are more likely to visit a pharma website after a sales rep shows the resources available.⁸
11% prefer to be contacted through in-person visits from sales reps.¹⁴

DIGITAL

60% of HCPs are estimated to be Digital Natives today.¹²
67% of HCPs are estimated to be Digital Natives by 2020.¹²

Multi-Channel ≠ Omni-Channel – This boarder channel repertoire being adopted by physicians increases the need for a multi-channel strategy. In fact, with multi-channel typically meaning using all channels for the same activity, the most effective approach will be an omni-channel one where the right channels are selected for the right tactic, message or interaction.

2) Device Usage

82% own or have access to a smartphone at work.¹
77% use their smartphone at work for professional purposes regularly.¹
69% use a mobile device to access medical content daily.⁵
84% own an iPad.¹⁰
33% use a tablet for work-related purposes regularly.¹

3) Digital Media Usage

SEARCH

58% search for work-related info on their tablet or smartphone regularly.¹

SOCIAL MEDIA

72% use social media either for personal reasons, professional or both.²
58% see the value and social media and plan to participate.¹⁴
52% interested in communicating with pharma companies via social media.⁷
60% access social media to follow what colleagues are up to.²
65% interested in engaging with pharma over social for clinical data.⁷

PROFESSIONAL SOCIAL NETWORKS

67% value professional social networks.⁵

PHARMA WEBSITES

31% use pharma websites weekly.⁶
27% use pharma websites half-yearly.¹
17% use branded product-related websites half-yearly.¹
22% use Pharma websites for educational purposes weekly.⁵
50% use Pharma websites to watch videos for medical purposes.⁴

INDEPENDENT WEBSITES

80% value independent websites.⁵
58% use independent websites for educational purposes weekly.⁵

EMAIL

68% prefer to be contacted through email.¹⁴
66% value email announcements and newsletters.⁵

ONLINE EVENTS

59% interested in online congresses sponsored by pharma.⁶
58% value webcasts and webinars.⁵

APPS

57% value medical apps.⁵

4) Social Platforms Usage

50% use YouTube to watch videos for medical purposes.⁴
28% use YouTube at work for professional purposes.¹
86% use Facebook.²
24% use LinkedIn at work for professional purposes.¹
21% use Google+ at work for professional purposes.¹

Digital Natives — It’s estimated that 60% of all healthcare professionals are now digital natives.¹² A Digital Native is defined as a HCP who qualified since 1995 and has therefore relied on digital technologies for their whole career.

5) Content Insights

59% access social media for CME purposes.²
81% watch CME videos.⁴
78% access CME content monthly and 54% want more & better access.⁵
75% watch lecture videos.⁴
57% watch drug information videos.⁴
88% access diagnostic tools monthly, 66% want more & better access.⁵
88% access treatment strategies monthly, 71% want more & better access.⁵
89% access treatment guidelines monthly, 70% want more & better access.⁵
83% access clinical trial data monthly, 63% want more & better access.⁵
83% access medical images monthly, 54% want more & better access.⁵
93% access drug data monthly, 59% want more & better access.⁵
58% access drug detail aids monthly, 38% want more & better access.⁵
46% access pharma branded promo materials, 22% want more & better access.⁵
56% want to receive patient education materials.¹⁴
75% want to receive info about CME opportunities.¹⁴
48% want to receive info about industry-sponsored educational events.¹⁴

By understanding physicians digital media usage and their content preferences it is possible to start to planning how to get the right content to the right HCP at the right time.

6) Influences

TWITTER

33% claim Twitter is likely to influence their prescribing decisions.¹
35% treatment decisions will increasingly be influenced by peers on Twitter.¹
16% treatment decisions will be influenced by pharma on Twitter.¹

FACEBOOK

24% treatment decisions will be influenced by pharma on Facebook.¹
33% claim Facebook is likely to influence their prescribing decisions.¹

SALES REPS

49% lack interest or trust in sales reps.⁵

WEBSITES

55% lack interest or trust in Pharma websites for educational purposes.⁵

42% are classified as digital KOLs.¹ (HCPs as KOL or influencers)
75% indicate a lack of trust in information provided by pharma.⁷
84% rank safety/efficacy, clinical guidelines and long-term outcome data as influential in drug utilisation decisions.⁷

7) Face to Face Detailing Insights

43% prefer paper-based materials when receiving sales info from a rep.¹
46% prefer use of a tablet when receiving sales information from a rep.¹
35% agree that all sales reps should use tablets for detailing presentations.³
70% prefer digital over paper-based detailing.¹⁰

TABLET DETAILING

78% are satisfied with digital detailing.¹⁰
70% are satisfied with information about new drugs.¹⁰
48% are satisfied with information about the drug’s cost.¹⁰
48% are satisfied with patient educational materials.¹⁰
77% are satisfied with clinical data.¹⁰
53% are satisfied with direct drug comparisons.¹⁰
50% complained that the content doesn’t change over time.¹⁰
66% felt that content is not customised for their practice or their patients.¹⁰
20% suggested quicker set-up, faster download and better navigation.¹⁰
23% would prefer to be left information.¹⁰
24% would prefer a larger screen, improved graphics and reduced clutter.¹⁰
24% would prefer brevity and higher relevance.¹⁰

8) Remote E-detailing Insights

Sales reps time with HCPs reduced approx 20% between 2011 and 2015.⁹
45% of prescribers are considered not accessible.¹³

91% are likely to repeat a remote detail following their first experience.¹¹
63% think remote detailing is the future of promotional contact.¹¹
76% cite ‘fits into my work schedule better’ as a benefit of remote e-detailing.¹⁶
73% cite ‘Saves me time vs. a face to face meeting’ as a benefit of remote e-detailing.¹⁶
71% cite ‘Being able to download information from the online facility’ as a benefit of remote e-detailing.¹⁶
60% cite ‘I concentrate more on the information’ as a benefit of remote e-detailing.¹⁶

9) HCPs On Patients Insights

69% say patients often look up their condition online prior to a consultation.¹
62% say patients often arrive having self-diagnosed.¹
40% say patients will specifically request named prescriptions.¹
41% think mobile apps could improve health outcomes for their patients.¹
70% may recommend a mobile app for diet and weight loss.¹
65% may recommend a mobile app for general health and fitness activity.¹
53% may recommend a mobile app for health monitoring e.g. glucose levels, sleep, heart rate.¹
49% may recommend a mobile app for smoking cessation.¹
45% may recommend a mobile app for compliance.¹
37% may recommend a mobile app for patient support networks and information.¹
33% would recommend a wearable tech device to their patients.¹
33% would recommend a mobile health app to their patients.¹
60% say that pharma companies will have to provide more resources and services alongside drugs and treatments to stay relevant in the emerging healthcare system.¹⁵

Sources

We’d like to say a huge thanks to all the companies below, who carried out the research featured in this HCP insight list — We salute you!

If you have research you’d like us to include in future updates please let us know.

  1. Cello Health Insight — Digital Health Debate 2015
    2. UBM Medica — HCPs and Social Media 2011
    3. DRG Digital, formerly Manhattan Research — ePharma Physician v11
    4. DRG Digital, formerly Manhattan Research — Taking the Pulse v10
    5. EPG Health Media — Pharmaceutical Industry: HCP Engagement 2015 
    6. DRG Digital — Taking the Pulse Europe 2016
    7. Deloitte — Pharma Adoption of Social Media 2015
    8. DRG Digital — ePharma Physician US 2016
    9. IMS Health — Channel Dynamics MAT Q2 2011–2015
    10. Intouch Solutions — Evolving the Digital Sales Aid 2015
    11. QuintilesIMS — Research 2014/2015
    12. LBiHeath — The Year of the Digitally Native HCP 2014
    13. ZS Associates — AccessMonitor 2013 (NB. Link is direct to PDF download)
    14. HealthLink Dimensions — Healthcare Professional Communication Survey 2016 (NB. Link is direct to PDF download)
    15. DRG Digital — Pharma’s Global HCP Engagement Opportunity 2015
    16. QuintilesIMS — Channel Preference Versus Promotional Reality(NB. Link is direct to PDF download)

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