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It is not surprising that healthcare professionals (HCP)s today are more digitally savvy than ever. The wave of consumerism led by digital natives has impacted HCPs when it comes to engaging with content on various digital channels for personal consumption. And the catalytic effect of the pandemic on the digital shift cannot be undermined. All this presents the newest challenge for the life sciences industry, requiring a complete revamp of the content strategy and channels for each specialty.
Indegene’s 2021–22 report on the digital habits of HCPs across major regions provides some answers to pharma marketers looking to boost their post-pandemic physician engagement campaigns.
According to Gaurav Kapoor, co-founder and executive vice president of Indegene, “Over the years we have witnessed interesting changes in HCP behavior and its impact on their digital choices. The pandemic, of course, accelerated digital adoption across the board. Our latest study provides an understanding the nuances of this big leap in digital preference by physicians and its far-reaching implications on pharma-physician engagement henceforth. The mix of channels, the time preference, and most importantly, hyper-customization of content at scale, will have a significant bearing on the success for any multichannel marketing initiative. Regional and specialty level variations add another layer of complexity that pharma marketers need to address.”
Among the findings of the study:
A copy of the survey can be accessed at https://www.indegene.com/insights/article/digitally-savvy-hcp