Effective marketing to healthcare professionals hinges on identifying the digital readiness of physicians which allows for more precise HCP targeting and segmentation. However, most pharmaceutical companies rely heavily on CRM data to gauge HCP communication preferences which often falls short in covering the entire HCP audience or providing actionable insights for digital HCP engagement. Find out more in our case study HCP Digital Engagement.
The research focused on the adoption of digital communication tools—such as online appointment scheduling, video consultations, and social media presence – key elements in optimizing HCP omnichannel engagement. Additionally, the study incorporated patient reviews as subjective indicators of the “digital experience” of these practices. This combination of data sources offers a powerful framework for HCP segmentation and tailored marketing to medical professionals.
of practices use no digital communication tools limiting their HCP engagement pharma potential.
use one tool, showing moderate HCP digital engagement..
use two or more tools, identifying them as digitally advanced and ideal targets for marketing to physicians.
Moreover, patient feedback revealed the importance of digital infrastructure in marketing for doctors offices. Negative feedback on lack of digital readiness was common with 39% of practices receiving complaints. This insight is invaluable for HCP marketing as it highlights areas where practices are falling short in meeting patient expectations.
By combining internal data with external insights, companies can improve physician targeting, especially when launching products to previously untapped specialties or addressing challenges in pharma segmentation.
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