Today’s Sweet Spot in HCP Outreach

Chris Mazzolini

Earned media can play a pivotal strategic role in pharma company marketing and messaging to healthcare professionals (HCPs). Chris Mazzolini, Vice President of Content at MJH Life Sciences, delves into the related trends, challenges, and opportunities from the physicians’ perspective in this relationship—along with strategies to best harness the brand engagement benefits for both parties.

Pharm Exec: Given today’s challenges on the physician side—and evolving trends in information consumption/engagement—what types of earned media do you feel are the most relevant for HCP communication?

Mazzolini: Physicians still prize the credibility of a respected journal or trade outlet, but they increasingly consume that credibility in bite-sized, on-the-go formats. The sweet spot is a layered approach: a concise, data-rich article or Q&A in a publication that physicians already read. If you’ll indulge me in some self-promotion, an excellent example is Medical Economics, a 101-year-old business journal for physicians that’s a sister brand of Pharmaceutical Executive.

That more traditional content approach can be paired with omnichannel micro-learning content, maybe 30-second vertical video explainers, quote cards, and infographics that can live on LinkedIn, Doximity, and curated podcast feeds.

Add a conference-timed earned-media push, such as embargoed results or expert commentary published the morning a poster drops, and you’re meeting physicians where they are without asking them to hunt for the story.

Pharm Exec: Educating physicians on the changing landscape in healthcare legislation seems like a prime opportunity for pharma companies to leverage earned media. How can organizations stand out from the pack in being a credible source on policy reform while also enhancing their own brand messaging?

Mazzolini: Act like a journalist, not a marketer. Lead with practical information: “What the new site-neutral payment rule means for a community oncologist,” backed by third-party experts and real-world data, not brand talking points. Offer embargoed explainers to neutral outlets, co-author op-eds with physician KOLs who live the policy impact, and publish useful, scannable content such as checklists or reimbursement flowcharts that physicians can use and digest quickly and also share with their colleagues and staff. Think about pain points, about what keeps physicians up at night. When your content solves one of those, everyone benefits.

Pharm Exec: What are ways earned media can help HCPs
combat the growing tide of health misinformation, particularly on social media?

Mazzolini: It’s definitely a growing problem, and not an easy one to solve. But I think speed and specificity win, plus a willingness to “go there” and step into the fray a bit. Myth-busting op-eds by leading physicians published in high-trust outlets. Be willing to tread into social media, LinkedIn, and even TikTok if the situation calls for it. Physician networking sites such as Doximity, Sermo, and even in-EHR messaging modules are under-leveraged arenas, I think. What physicians need are simple and factual evidence summaries and patient-handouts they can use in the exam room, with the goal being that they can leverage their relationship with the patient to, hopefully, change some minds.

Pharm Exec: As part of their targeting tactics, can pharma companies benefit from greater partnering with physicians and KOLs around efforts to tackle operational challenges such as healthcare staff shortages, burnout, and administrative burden?

Mazzolini: Absolutely. Physicians want proof that industry “gets” their day-to-day grind. Pitch joint bylines or podcast segments where a frontline clinician and a pharma medical director discuss, say, automating prior authorization paperwork or best practices when using AI scribes. Spotlight clinics that piloted your digital solution and shaved five minutes off every visit. Hard numbers are important. Earned coverage in practice management journals (like Medical Economics!), the mainstream business press, and social media can help reframe your company from a vendor to partner that is in the physician’s corner, understands the challenges, and wants to help.