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Reaching HCPs online

World of DTC Marketing

Zoom Rx recently polled HCPs and found 78% of physicians want to maintain some contact with pharma reps. The most desired information doctors now want is about patient assistance programs, with 49% saying they want pharma reps to provide that information. Where to start?

Doctors 286
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No digitization with HCP’s is not permanent

World of DTC Marketing

Back to HCP’s…digitization can’t replace the relationships that pharma reps and MLS people build with doctors. To them, an HCP is just a “step” to an Rx so naturally telehealth is an advantage.

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Omnichannel is irrelevant with the wrong message

World of DTC Marketing

In addition, 62% of HCPs are overwhelmed by product-related promotional content pushed by pharma companies on the various digital channels. I maintain a network of thought leaders in several health conditions, and they all have one thing in common: pharma reps and messages are becoming more irrelevant.

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Doctors don’t have time for digital

World of DTC Marketing

I decided to call some more physicians within my network and ask about online visits from pharma reps. When I asked why the nurse at the front desk said that they are overwhelmed with patients who are finally coming out of Covid hibernation. They also said that trying to schedule MRIs and CAT scans is almost impossible.

Doctors 181
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HCPs are overwhelmed by promotional content in digital

World of DTC Marketing

INSIGHT: This study shows that HCPs are demanding more from pharma, but these data points should not be used across all specialties. Oncologists, for example, have different relationships with pharma reps than GP physicians.

Pharma 235
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Pharma needs to move to digital NOW

World of DTC Marketing

Health care professionals are finding that pharma sites don’t provide enough answers and are using HCP-targeted sites more and more. This is a severe concern in an era where more HCPs are refusing to meet with pharma reps. The number one site is still Medscape, but Sermo and Doximity are gaining a solid audience.

Pharma 180
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How the strategic use of multiple customer engagement channels makes pharma reps more effective

Veeva

The post How the strategic use of multiple customer engagement channels makes pharma reps more effective first appeared on Veeva Systems APAC Site. Veeva is a leading provider of cloud solutions and consulting services to the global life sciences industry.