Awareness to Adoption: Understanding the HCP Journey for maximum impact

September 2024 | Read Time 3 min. | Author: Ishita & Celine

It’s 2024. In the race to stay ahead of the curve, industries are rapidly scrambling to move away from the traditional brick-and-mortar setting and towards a digitalised pathway. Therefore, user journeys are no longer a linear path, instead, they are a series of touch points across channels- both online and offline.

Role of Healthcare Professionals (HCPs)

Healthcare professionals are crucial in delivering patient care, serving as the frontline decision-makers in diagnosing and treating medical conditions. Thus, pharmaceutical companies are seeking to promote their products and services to this highly sought-after audience. 72% of HCPs say they prefer to engage with pharmaceutical companies that offer a seamless, consistent experience across all touchpoints.

So, it is important to understand the journey of healthcare professionals (HCPs) before trying to craft effective and impactful strategies in the pharmaceutical marketing landscape. Understanding which channels HCPs use to engage with information or brands is critical. Reaching these busy decision-makers requires a deep understanding of their journey – from initial awareness to ongoing engagement.

This blog post aims to map out the stages in HCP journey and highlight how HCPs can be reached at each stage of their customer journey.

Stages of the HCP Journey

1) Awareness

The first step in engaging HCPs is to make them aware of your medical product or treatment. According to OptimiseRX, 78% of HCPs prefer information on new treatments via digital channels like email, websites, and webinars. Clear communication of your mission and offerings helps build trust and engagement.

Medical Conferences & Events: As Ogilvy reports, 79% of HCPs attend conferences for clinical updates, making these events ideal for connecting, showcasing products, and building relationships.

Direct Mail & Email Campaigns: Post-COVID, email remains vital, with 65% of HCPs preferring email for product updates (HealthLink 2020). Personalized campaigns effectively communicate your value and boost awareness.

Digital advertising and social media: These channels effectively engage HCPs by dynamically communicating your mission and offerings to a wide audience.

2) Consideration

Once HCPs are aware of a product, they evaluate its benefits, risks, and efficacy. During this stage, they research, consult peers, and seek expert opinions to make informed decisions. Pharma marketers can support them with resources such as:

Whitepapers and case studies: Highlight product efficacy, safety, and its role in the medical landscape.

Product demos and webinars: Showcase features and practical clinical applications.

CME programs: Keep HCPs updated on medical advancements and treatment options for better patient care.

3) Decision Making

In the decision-making stage, HCPs evaluate clinical evidence, outcomes, safety, and cost to choose suitable treatments. 86% of HCPs prefer data-driven content detailing product benefits, risks, and efficacy. Pharma marketers support this stage by providing key resources:

Advisory boards and expert panels: Offer insights on product development and strategies, fostering trust and informed decisions.

One-on-one consultations: Enable detailed discussions with physicians, supported by visual summaries to simplify complex information.

4) Adoption

During adoption, HCPs integrate new treatments into practice. Pharma marketers support this stage with initiatives like:

Implementation Support & Training: Facilitating seamless product integration.

Performance Monitoring & Optimization: Ensuring effectiveness in clinical use. Patient Education & Support

Programs: Empowering HCPs to improve patient care. These efforts streamline adoption, optimize treatment plans, and enhance patient outcomes.

Conclusion

Engaging healthcare professionals (HCPs) in pharmaceutical marketing requires understanding their evolving needs and multi-channel touchpoints. The digital era demands aligning strategies with the modern HCP journey. Effective engagement starts with awareness through personalized interactions at conferences and targeted digital outreach. Providing tailored resources empowers HCPs in decision-making. Beyond product adoption, ongoing support ensures seamless integration into clinical practice, helping HCPs deliver optimal patient care.

Ready to elevate your campaigns with compelling storytelling and impactful images? Our team at Visual Abstract, experts in science communication and pharma marketing, is here to help. Transform your email content from simply seen to memorable and actionable. Contact us today and let’s make your message resonate.

Sources

1. https://www.indegene.com/what-we-think/reports/digitally-savvy-hcp
2. https://www.p360.com/zing/pharmaceutical-marketing-overview/
3. https://www.setuserv.com/how-pharma-companies-can-benefit-from-conference-analytics/
4. https://epghealth.com/2022/09/six-steps-to-ensure-pharma-hcp-engagement-platform-delivers-sustainable-impact/
5. https://www.elsmediakits.com/blogs/steps-increasing-drug-brand-awareness-during-launch
6. https://spotme.com/blog/pharma-marketing/

Footer Links