With the advent of the Internet, one’s information consumption habits have changed. Digital platforms have arisen as strong sources of education, especially for physicians. HCP education has changed a lot thanks to these new tendencies.
Around 70% of EU’s HCP in 2021 were digital natives. In other words, they integrate technology into their work-life. It’s a way to better respond to patients’ needs and growing demands for personalized, effective treatment. So, the internet has become home to HCP’s education.
With that in mind, we have gathered for you a list of the top channels for HCP education that pharma companies should consider in 2022.
Top channels for HCP education to consider
1 – Internet
When HCP are not seeking information in medical journals, they turn to the Internet. Specifically to online search engines to find key information on specific topics. And so, this is one of the main and preferred channels for HCP to find information.
So, the question is what are they looking for online and where?
Side note: What do physicians use the internet for?
Between 2013 and 2016 under the 40s EU HCP spent more of their time online – an average of around 70 minutes per day (Veeva). Some of it relates to performing specific tasks related to work, such as email reading.
The rest of the time, physicians are trying to source valuable information. Especially info that can keep them up to date with the latest happenings in the field.
Physicians use the Internet, then, to access information on:
- Medical News;
- New treatments;
- New drugs;
- Research and medical journals news.
Most of the time, physicians start their journey online without knowing where to source the right information. That is why, about 50% of the time, HCP start by using search engines to direct their attention to the most relevant sources. They find, then, within the Internet:
- News outlets;
- Pharma company websites.
The Internet is where you can find HCP and target them. All by using information that can turn their online quest resourceful, and your brand into a place of educational value.
2 – Online medical journals
Despite the value of immediacy in digital platforms and online search engines, medical journals are still one of the main sources HCP use to get relevant information in their field of work.
A survey data comparison between 2019 and 2020 concluded that still 86% of healthcare professionals use medical journals for their work (Wolters Kluwer).
Physicians value journals as credible sources of information, because these are:
- Supported fact-checked information and data;
- Reflect on the latest happenings and advancements in the field, offering access to distinct perspectives; and
- The first touchpoint with new innovative research and theories.
Even though starting as physical publications, medical journals have been adapting to the growing digitization in the field. Thus, online access to these has become more ubiquitous over time. It’s due to a growing tendency for HCP to perform work-related activities on computers. That is why in 2021 69% of physicians in Europe still showed a preference for online journals as sources of educational information (PharmExec.).
3 – LinkedIn
Healthcare’s workforce is growing more and more digitized by the day. With busier schedules, and desktops constituting now a regular presence in the workplace, HCP feel more compelled to seek the immediacy and interactivity of online digital platforms.
Over 40% of physicians seem to take part in online networking activities, namely discussion groups. And LinkedIn is one of the platforms where you can find them. In Europe alone, it already counts over 163 million users. So, it is definitely a tool to consider. But why?
Side note: Why is LinkedIn vital in pharma marketing?
LinkedIn is a growing trend among pharma marketers. They found it a unique opportunity to establish a close link connection with HCP. Which is both valuable and resourceful.
On the other end, there are physicians that see its value, because:
- It puts one in contact with brands and their latest news, product launches, and initiatives;
- Allows a connection with other professionals in the field;
- Paves the way for discussion and debate on key topics in the field that are of concern; and
- Pulses the industry’s trends.
The platform’s potential and appeal to HCP present a unique opportunity for pharma. A chance to extend and strengthen their multichannel communication strategy. All while reinforcing their brand awareness and presence both in the market and near the physicians.
4 – Virtual conferences & Webinars
The pharmaceutical industry is ever-changing and evolving. The pace increased with the worldwide pandemic. There’s a necessity to respond effectively and quickly to the population’s needs. So, HCP had to find new ways to educate themselves on the new products launched into the market every year.
The pace increased for pharmaceutical companies, as it did for physicians. Yes, they saw a dramatic decrease in office visits from patients. But they had to adapt to the new technologies that bridged communication.
Virtual conferences and Webinars became one of the preferred methods for keeping up to date with the latest developments in the field. In truth, 65% of European HCP demonstrated in the last year a preference for webinars. These are educational events that allow physicians to enter in contact with other practices in the field, and how they can be adapted, reinvented, or even perfected.
Webinars and online events break cultural barriers and timezones. In a way, they bring people from all corners of the globe together. Thus, these are unique learning experiences. Ones that open the door for continuing education and evolution in the field. Which brings value both to brands and HCP alike.
See some innovative ways to make your virtual conferences more interactive!
5 – Video
Video is a growing trend in pharma marketing. It has changed the way people access and consume information. Viewers tend to spend a whopping 100% of their time on websites and digital platforms that have videos. But how is this true for HCP?
Already in the early 2010s physicians displayed a preference for content consumed online in different formats, such as video. It is an informative and interactive tool that has proven to be successful. Especially in translating complex information into memorable, bite-sized experiences.
Did you know that…95% of information conveyed via video is retained by the viewer? (Arkadin)
This format is a tool thought to be useful. After all, it adapts to HCP’s schedules, helping them respond faster to patients’ needs. And so, most of the videos created in pharma, but also in other businesses are explainers.
Side note: What can I do with video explainers?
Video explainers constituted 74% of the videos created in 2021 (Wyzowl). These pharma companies share with HCP:
- Details on a product’s MOA;
- Information about contraindications and results of a drug’s effectiveness; and
- Share research data collected throughout the different stages of the product’s lifecycle.
There are many benefits to including video in your marketing strategy. HCP see in them an educational value. One that is effective in changing opinions towards a brand and/ or specific product.
Video marketing might appear a consideration that implicates complex production productions. These are time-consuming for teams. So, there are already companies helping turn the process into a hassle-free journey.
Start now, and be a brand of the future
At BlueNovius we help medical teams turn their research and data into a memorable experience that is sure to stay imprinted on the HCP’s minds.
Sign up to learn more about video marketing and how you can make it part of your HCPs’ education journey. Or book your free demo of our PubExplainer, 90-second animated videos that will turn your complex data into a memorable experience.