Strategies to create interactive content for Healthcare Professionals (HCPs)

August 2024 | Read Time 4 min. | Author: Céline

In today’s fast-paced medical environment, healthcare professionals (HCPs) are inundated with information. On average, an HCP works long hours, often more than 50 hours a week, balancing patient care, administrative duties and continuing education. Amidst this information overload, making your content stand out and have a positive impact is a daunting challenge. To effectively engage HCPs, your content must not only capture their attention, but also enhance their learning experience and add value to their daily practice.

What is interactive content?

Interactive content, such as quizzes, polls, and infographics, actively engages users and provides several benefits:

Strategies for Success

1. Enhanced Engagement: Interactive formats like quizzes and polls lead to higher participation. According to Indegene (2022), HCPs prefer two-way interaction, similar to trends in e-commerce and media.

2. Improved Knowledge Retention: Research by Brame (2016) highlights that interactive tools improve HCPs’ ability to retain information. Personalized Learning: Tailored content addresses HCPs’ unique preferences, fostering engagement. Real-Time Feedback: Quizzes and polls provide instant feedback, helping HCPs identify knowledge gaps (Indegene, 2022).

3. Data Collection: Interactive content gathers valuable insights into HCP behaviors and preferences, enabling targeted marketing strategies (HubSpot, 2021; Indegene, 2022).

4. Real-Time Feedback: Quizzes and polls provide instant feedback, helping HCPs identify knowledge gaps (Indegene, 2022).

5. Data Collection: Interactive content gathers valuable insights into HCP behaviors and preferences, enabling targeted marketing strategies (HubSpot, 2021; Indegene, 2022).

Strategies for Effective Interactive Content

1. Set Clear Objectives: Define whether the goal is to educate, engage, or gather feedback.

2. Select the Right Format: Choose formats like infographics for complex data, polls for opinions, or simulations for practical scenarios.

3. Incorporate Visuals: High-quality visuals like charts and videos boost engagement. Gather Feedback: Collect input from HCPs to refine and improve future campaigns.

How to Create LinkedIn Polls

Creating polls on LinkedIn is an effective way to engage HCPs and gather valuable insights. Here’s a brief guide to creating a LinkedIn poll:

1. Start a Post: Click “Start a post” at the top of your feed.

2. Select Poll Option: Click the “Create a poll” icon (bar graph).

3. Enter Question and Options: Add your poll question and up to four options.

4. Set Duration: Choose how long the poll will run (1 day to 2 weeks).

5. Add Description: Optionally, provide more context.

6. Target Audience: Use hashtags and mentions to reach your audience.

7. Post the Poll: Click “Post” to publish your poll.

Conclusion

Interactive content offers numerous benefits in engaging HCPs and enhancing their learning experiences. By following these strategies and utilizing tools like LinkedIn polls and quizzes, you can create compelling interactive content that resonates with healthcare professionals, improves knowledge retention, and fosters greater engagement. Embrace the power of interactive content to elevate your healthcare marketing efforts.

Sources

1) Brame, C. J. (2016). Effective educational videos. https://www.lifescied.org/doi/10.1187/cbe.16-03-0125

2) HubSpot. (2021). https://blog.hubspot.com/marketing/data-driven-decision-making

3) Indegene. (2022). Interactive Medical Content for Greater HCP Engagement https://www.indegene.com/what-we-think/reports/interactive-medical-content-for-greater-hcp-engagement

4) On24 https://www.on24.com/de/blog/infographic-5-ways-digital-marketers-can-reach-hcps/

5) Upgrowth https://www.upgrowth.in/content-marketing-for-health-care-providers-best-practices/

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