{"id":204346,"date":"2022-08-31T10:00:00","date_gmt":"2022-08-31T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=204346"},"modified":"2022-09-29T16:36:57","modified_gmt":"2022-09-29T14:36:57","slug":"maximize-hcp-engagement-with-linkedin","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/engagement\/maximize-hcp-engagement-with-linkedin\/","title":{"rendered":"Maximize HCP Engagement with LinkedIn"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-1024x683.jpg?resize=800%2C534&#038;ssl=1\" alt=\"MAXIMIZE HCP ENGAGEMENT\" class=\"wp-image-204356\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-scaled.jpg?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-scaled.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-scaled.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-scaled.jpg?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-scaled.jpg?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-scaled.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT-scaled.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/strong> is a growing trend among pharma marketers. In fact, many think it&#8217;s a unique platform that facilitates the establishment of meaningful, as well as resourceful, connections with the target audience. In Europe alone, the platform already counts over 163 million users.<\/p>\n\n\n\n<p>At the same time, pharma companies&#8217; HCP engagement is a growing concern. With the increasing demands in the market, informing and promoting your product and\/or services at the right place and time is vital. Per se, you must ensure that your communication strategy is tailored to your consumers\u2019 needs.<\/p>\n\n\n\n<p>For that, today we are letting you in on indispensable tips that will help you maximize HCP engagement with LinkedIn.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>How to Maximize HCP Engagement with LinkedIn<\/strong><\/h2>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" id=\"h-1-follow-the-80-20-linkedin-rule\" style=\"font-size:38px\"><strong>1 &#8211; Follow the 80-20 LinkedIn rule<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>People, <a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>especially HCP<\/strong><\/a>, don\u2019t enjoy blunt sales tactics. Particularly if they don\u2019t explore the educational part of the field. So the lesson is, to talk about yourself, but not too much.<\/p>\n\n\n\n<p>The 80-20 rule is the golden ratio to manage content creation on your <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn page<\/a><\/strong>. While guaranteeing that it is relevant to your audience, without being only about a restricted scope of themes.<\/p>\n\n\n\n<p>So, 20% of the time you should explore your brand\u2019s values, products, and events. This will keep the audience updated enough on your company\u2019s happenings and activity in the field.&nbsp;<\/p>\n\n\n\n<p>Some of the things you can promote:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/3-ways-to-make-your-virtual-conferences-interactive\/\" target=\"_blank\" rel=\"noreferrer noopener\">Conferences &amp; webinars<\/a><\/strong> held by your company;<\/li><li>The latest advancement in research and drug trials;<\/li><li>New drugs and treatments that are available and approved; and<\/li><li>Share the faces of your team\u2026<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Then, with the remaining 80%, you should strive to touch upon the pain points of your audience. Make sure to also tackle the topics in the field that are of concern to the wider community. This will generate interest and open up a door for discussion and debate.&nbsp;<\/p>\n\n\n\n<p>Some of the topics you can explore:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">HCP<\/a><\/strong> and patient engagement;<\/li><li>Healthcare consumerism;<\/li><li>Digital shift and the role of online platforms;<\/li><li>Video marketing and its role in the pharmaceutical industry\u2026<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT.png?ssl=1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT.png?resize=800%2C600&#038;ssl=1\" alt=\"MAXIMIZE HCP ENGAGEMENT\" class=\"wp-image-204353\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT.png?w=1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT.png?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/MAXIMIZE-HCP-ENGAGEMENT.png?resize=768%2C576&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>By following the 80-20 rule you can, then, <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">engage your audience<\/a><\/strong> with the right balance of content that will motivate it to communicate with you.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>2 &#8211; Maximize HCP Engagement by being a part of discussion groups<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn is about discussion<\/a><\/strong>, exchange of points of view, and reflection. So, it is not enough to have a company profile. You must be active. Most importantly, interact with other users.<\/p>\n\n\n\n<p>Over 40% of healthcare professionals take part in online networking activities. Especially in discussion groups. And so, it is there one of the places where you can find your HCP.&nbsp;<\/p>\n\n\n\n<p>By taking part in these you can:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Engage with your audience<\/a><\/strong>;<\/li><li>Share your company\u2019s values and positioning on determined topics;<\/li><li>Identify the topics of interest to your audience. Not only that but also the services and products they are looking for in the industry;<\/li><li>Assess your competition and its offer.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn groups<\/a><\/strong> are great for generating unique networking opportunities. Professionals can explore topics of interest and spark resourceful discussions reflective of their importance in the industry. Year after year, there has been a 28% increase in health-related discussions on the platform.<\/p>\n\n\n\n<p>So, make sure you identify the key groups in your industry. And ensure that you take active participation in there. As it is here where <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">most of your HCP<\/a><\/strong> will be engaging with content and extracting information for their day-to-day practice.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>3 &#8211; Tailor your content to your audience\u2019s needs and interests<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>One part of <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/going-pro-in-life-science-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">targeting your audience<\/a><\/strong> is to understand its interests. So what you share with it must be relatable and of relevance. Thus, it is important that when you plan your <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn communication strategy<\/a><\/strong> and create your content, you tailor it to your <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">HCP&#8217;s interests<\/a><\/strong>.<\/p>\n\n\n\n<p>So, if you are targeting physicians, you must consider what type of content they engage the most with, and what topics might be of the most interest. You can consider, for example:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>COVID and the impact of telehealth;<\/li><li>Innovative treatment options; and<\/li><li>New medical studies and advancements in the field\u2026<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>But to do that, you should strive to know and understand your audience. And only from there, can you tailor your content to its specific needs and interests.<\/p>\n\n\n\n<p>Thus, you must ask the questions:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>What the competitors are doing that you are not<\/li><li>The gap between the offer and customers\u2019 interests<\/li><li>What is happening now in the field<\/li><li>The topics that might be of relevance to the specific field<\/li><li>Challenges that my consumers face<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>By doing this, you ensure you remain relevant and of interest, as well as competitive in the market.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>4 &#8211; Be innovative in your promotional content<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Having a <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn profile<\/a><\/strong> does not do the whole trick. Nor posting your news and topics for debate. You should think of how to present your content. And how from it, you can reflect your brand\u2019s identity and values.<\/p>\n\n\n\n<p>The truth is that long, bulky posts are the easiest way to lose the audience\u2019s attention halfway through. You ensure that your message and content follow through to their full extent. Or that, at least,&nbsp; the viewers retain the most important information. And video is the perfect tool for that.<\/p>\n\n\n\n<p>Through a video, you can include the same information as in a medical paper. Only within a shorter period, and in a more engaging fashion. That is why content conveyed via video is retained 95% of its entirety. It&#8217;s remarkable when compared to a mere 10% if read on a text (<em>Arkadin<\/em>).<\/p>\n\n\n\n<p>Video marketing is a growing trend in the pharmaceutical industry. Among marketers, it&#8217;s also gaining notoriety. Through video you can:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Give insight into your product\u2019s features;<\/li><li>Show a visual presentation of your drug\u2019s MoA (mechanism of action);<\/li><li>Share your recent research in an interactive, easy-to-understand format\u2026<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/animated-explainer-videos-in-pharma-whats-the-catch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video content is effective<\/a><\/strong>. According to Wyzowl&#8217;s most recent report, &#8216;Video Marketing Statistics 2022&#8217;, this year, more than 80% of businesses expect to include video in their marketing and communication strategies.&nbsp; It does not only <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/\" target=\"_blank\" rel=\"noreferrer noopener\">engage your HCP<\/a><\/strong>. This can also reach a wider audience from which you can gain increased brand awareness.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong>Maximize HCP Engagement with content strategy! Make video part of your <a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn strategy<\/a> today\u2026<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong>Find out how PubExplainer can help you turn your HCP experience with your brand, <a href=\"https:\/\/www.linkedin.com\/company\/9358437\/\" target=\"_blank\" rel=\"noreferrer noopener\">memorable<\/a>. <\/strong><a href=\"https:\/\/www.bluenovius.com\/demo-hp\/\"><strong>Book your free demo<\/strong><\/a><strong> today to learn more!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>LinkedIn is a growing trend among pharma marketers. In fact, many think it&#8217;s a unique platform that facilitates the establishment of meaningful, as well as resourceful, connections with the target audience. In Europe alone, the platform already counts over 163 million users. At the same time, pharma companies&#8217; HCP engagement is a growing concern. With [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":204356,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[3572,3555],"tags":[3815,3774,3818,3776,3817,3816,3487,3775,3820,3819],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Maximize HCP Engagement with LinkedIn<\/title>\n<meta name=\"description\" content=\"LinkedIn is a growing trend among pharma marketers. Many think it&#039;s a unique opportunity to establish a connection with the target...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluenovius.com\/engagement\/maximize-hcp-engagement-with-linkedin\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Maximize HCP Engagement with LinkedIn\" \/>\n<meta name=\"twitter:description\" content=\"LinkedIn is a growing trend among pharma marketers. 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