“More digital than ever”

It’s no surprise that healthcare professionals (HCPs) today are more digitally savvy than ever. The consumer wave driven by digital natives has impacted HCPs when it comes to engaging with content across various digital channels for personal consumption. And the catalytic effect of the pandemic on the digital shift cannot be compromised. All of this presents the new challenge for the life sciences industry, requiring a complete overhaul of content strategy and channels for each specialty.

Indegene’s 2021-2022 Digital Habits of Healthcare Professionals in Major Regions report provides answers for 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 seen some interesting changes in the behavior of HCPs and how this impacts their digital choices. The pandemic, of course, has accelerated digital adoption across the board. Our latest study helps understand the nuances of this big leap in physician digital preference and its profound implications for pharmaceutical physician engagement in the future. Channel mix, time preference, and most importantly, content hyper-personalization at scale, will significantly impact the success of any multi-channel marketing initiative. Regional and specialty level variations add another layer of complexity that pharmaceutical marketers must manage. »

Among the findings of the study:

  • 68% of healthcare professionals listed webinars or webcasts as their preferred channel for receiving information. While webinars have become the preferred channel for healthcare professionals to engage with pharmaceutical companies globally, healthcare professionals in Europe prefer online journals (69%) to webinars (65%).
  • Only 47% of healthcare professionals prefer to receive communications through the email marketing channel. At the same time, marketing emails are among the top 5 channels used by pharmaceutical companies to engage healthcare professionals.
  • 50% of healthcare professionals preferred to receive promotional content on their mobile or tablet, while 62% of healthcare professionals and 57% of healthcare professionals preferred to receive clinical and medical content on computers/ laptop.
  • The survey results also highlight regional variation in healthcare professionals’ device preferences and preferred time to receive content. Healthcare professionals in Europe prefer to receive clinical, medical and promotional content on their computers or laptops, unlike their peers in Asia-Pacific, who prefer mobile devices and tablets. The preferred engagement time for healthcare professionals in Germany, Spain and Italy is 5pm-8pm on weekdays, while it is 11am-2pm for healthcare professionals in the UK and after. 8 p.m. for health professionals in France.
  • 77% of healthcare professionals use digital channels primarily for personal learning and development. Across all regions and specialties, clinical information and medical information remained the most sought-after content categories by healthcare professionals, regardless of changes in channel, device and time preferences. Healthcare professionals have begun to prefer channels such as online journals to self-directed web retailers and MSLs. This reflects their heightened expectations of pharmaceutical companies to share informative and educational content that they can access at their convenience and also use the content for their L&D priorities.

A copy of the survey can be viewed at https://www.indegene.com/insights/article/digitally-savvy-hcp