Health care professionals (HCPs) that constantly learn new things are most respected in their fields. Receiving crucial journal articles, accessing the latest guidelines and other important details are a must for these health care professionals. However, all this can be very challenging due to the sheer volume of information out there, and so it is best to give these HCPs content in short form over digital platforms. HCPs are most open to only three types of content from pharmaceutical marketers:
- New medical data and research
- Patient supportive content
- Medical practice enhancing information
Patient supportive content and medical practice enhancing information are where maximum frequency touch points can occur as this content helps in patient adherence to prescribed therapy, and grows the HCPs clinical image and success.
Even HCPs are now a mobile-first audience, so all content must be personalized as per their topic of interest, how elaborative, when to send it, and the HCPs location all matter to some degree. All the content must have seamless integration across all devises and platforms, be it video films, graphics and text. Regular emails with news relevant to the HCP from the top most medical associations and professional societies should be encouraged. Informative and creativity in delivering the content is important. Animations, or scrolling text could help by being creative and condensing the information. Real-world case studies or data can be shared via GIFs and short video clips. Various social media platforms where HCPs frequent can be used such as LinkedIn, Twitter, and Facebook.
