Pharma content: Expectation versus reality

Introduction

In the pharmaceutical industry, communication between companies and physicians is a critical aspect of healthcare. Pharmaceutical companies utilize a variety of channels to engage with doctors, including medical conferences, digital platforms, email campaigns, and direct sales visits. Physicians often prefer personalized and relevant information that can directly benefit patient care, favoring evidence-based data and educational resources over promotional material.  

To effectively engage physicians, pharma companies are increasingly adopting omnichannel strategies, combining traditional face-to-face interactions with digital communications like webinars, virtual meetings, and social media. They also leverage Customer Relationship Management (CRM) systems to tailor their messages and track engagement. By providing valuable content and fostering professional relationships, pharmaceutical companies aim to inform and influence physicians’ prescribing habits while respecting their time and preferences. 

So how do physicians perceive these pharma companies interactions? What do they want from the content that pharma companies put out, and are they currently getting it? Bryter conducted a study among ophthalmologists and endocrinologists in five global markets (Canada, Germany, Brazil, Japan, and Saudi Arabia) to find the answers.  

Pharma content delivers essential education to physicians

The primary role of pharmaceutical companies, according to physicians, is educational: in our survey, 77% agree that pharma companies have an essential role in keeping them up to date on new developments (this is as high as 89% in Saudi Arabia). For the majority, the relationship with pharma is collaborative – 74% view this relationship as a partnership. In Brazil, this sentiment is almost universal (94%). 

When it comes to assessing digital content received, 58% of physicians globally consider content provided digitally by manufacturers to be essential for them to consider a company’s products. However, we see some cultural differences here, with 72% in Brazil saying that is the case, compared to only 33% in Germany. 

Most feel positively towards digital interaction with pharma overall – in our survey, 55% say that pharma companies’ use of digital technology keeps them better updated than face-to-face sales rep meetings. However, pharma companies must pay attention to get the volume of their content right, as 47% of physicians also say that they currently receive too much digital content. While communication is crucial, an excess of content can hinder effective engagement. Striking a balance between relevant information and overload remains a challenge. 

Content expectations and reality

We also asked physicians what they look for when it comes to digital content from pharma companies, and how they rate what they currently receive. According to our survey, the biggest priority is content that “is easily digestible” (73%), reflecting their time-scarcity and need to avoid information overload. This is followed by “information that informs my treatment decisions” (70%), and “is all in one place” (66%). 

When rating the content they currently receive, 62% said that it “is easily digestible” and 57% said “information informs my treatment decisions”, matching the top 2 priorities of physicians  However, only 50% rated the content as being “all in one place”, meaning that there is unmet need for content to be provided in a streamlined, reliable way.  

Conclusion

Interactions with the pharmaceutical industry are shifting, but our data also reflects the ways in which the industry is unique. 

Pharmaceutical companies are increasingly leveraging digital platforms to communicate with physicians. These channels include webinars, virtual conferences, online medical education, and mobile apps. But it’s important to recognize that the preference for digital interactions is not universal. Some physicians (and certain global markets) still value face-to-face interactions for building trust and understanding complex medical concepts. Pharma representatives can address questions, provide samples, and discuss clinical data in a personalized manner. Consequently, for now, a hybrid approach remains essential.  

Doctors generally appreciate content from pharmaceutical companies that is easily digestible, clinically relevant, and educationally valuable. They prefer materials that enhance their knowledge and contribute to better patient outcomes. Ultimately, the content should respect the busy schedules of healthcare professionals, providing them with quick, accessible, and actionable information that can be seamlessly integrated into their daily practice. Personalization is key, as it ensures that the information is relevant to the doctor’s specialty and patient population. 

The combination of digital and traditional interaction methods, respecting regional preferences, can lead to more meaningful and effective communications, ensuring that the evolving landscape of interactions with pharmaceutical companies is in sync with the expectations and preferences of healthcare providers.