Maximizing the value of digital in primary care: On-demand is the key

Introduction

The pharmaceutical industry is undergoing a significant transformation in its marketing strategies by embracing digital channels as a core component of a broader multichannel marketing strategy. This shift allows for rapid dissemination of information and the ability to connect with a larger audience. However, the initial phase of this strategy has led to healthcare professionals being inundated with digital content, raising questions about the content’s practical utility.  

While accessibility has improved, the effectiveness of digital content in achieving marketing objectives and providing value to healthcare professionals remains a critical area for assessment. Companies must now focus on not just the quantity but the quality and relevance of the digital content they produce to ensure it meets the needs of their audience. Multichannel marketing should aim to enhance, rather than diminish, the personal connection between pharmaceutical sales representatives and physicians. By leveraging digital channels, effective multichannel marketing enables tailored communication that aligns with individual preferences, fostering a more personalized and meaningful interaction. 

While this approach certainly offers a more accessible experience, the question still looms: is digital content received by pharmaceutical companies useful? Bryter conducted a recent survey among Primary Care Physicians in the US to find the answer. 

Essential content in need of refinement  

In our survey, a significant 39% of PCPs agree that “good information provided digitally by pharma companies to support my patients using their medicines is now essential for me to consider their products”. While this hints at a widespread adoption of digital sources among healthcare providers, the key words here may well be “good information”. According to our survey, 47% of PCPs say that they have received more digital content from pharma companies in the past 6 months than before. However, 37% also say that the digital content received over the past 6 months has rarely been useful to them. This highlights an area of concern, as well as an opportunity for content refinement. 

One way to improve content is by making it interactive. Interactive tools like quizzes, surveys, and assessments can provide an added layer of engagement and truly immerse doctors in the learning process. Interactivity also plays into the collaborative nature of the pharma company / health care provider relationship, working together as partners instead of the doctors just being on the receiving end of an onslaught of information. In our survey, 31% of PCPs agree that digital content has become more interactive in the past six months. 

In our survey, 34% say that pharma company use of digital technology keeps them better updated than face-to-face sales rep meetings. A similar number (33%) also say that they are more engaged with the pharma industry through digital content compared to sales reps meetings. But while digital content presents the potential for better updates and improved engagement, 33% of PCPs also say that they now receive too much digital content from pharma companies. It seems that healthcare providers do acknowledge the importance of digital content, but on the flip side, there’s a call for balanced, beneficial content that does not overwhelm or mislead the recipient. 

Indeed, despite these existing concerns, usage of digital content in primary care is on the rise. In our survey, 62% said that they use digital content / information provided by pharma companies with their patients at least sometimes. Only a minority of 10% said that they never use it. 

Conclusion

PCPs are embracing digital channels for accessing medical information. Just as they consume content in their everyday lives, they now seek convenient, on-demand access to medical resources online. Navigating through the amount of digital content out there can be a daunting and frustrating task for physicians. This is especially true for primary care physicians who rely on accurate and helpful information to care for their patients. This shift necessitates a balance between the convenience of digital content and its reliability. 

Rather than merely adhering to internal brand strategies, prioritizing personalized care and engagement is crucial. The findings of our survey reveal a strong appreciation for digital content yet suggest a need for balance. In an era where digital content is the backbone of information dissemination, pharmaceutical companies must prioritize creating content that meets real needs. This is done by prioritizing customer experience over internal brand strategy.