Enhancing Healthcare Professionals’ Experience Through Tailored Messaging
In today's dynamic healthcare marketing landscape, personalized communication is what HCPs are looking to acquire from pharmaceutical companies.
Tailoring messages to the specific needs of healthcare professionals – whether by specialty, preferred media channel, or prescribing behavior – could enhance their overall customer experience. This approach could help healthcare professionals in making informed decisions and educating their patients. Using our M3 MI Professional Health studies, we analyzed different types of information HCPs like to acquire through the various digital sources they use. We found that not only does preferred content vary by channel for HCPs at the topline, as expected, but also that their preferences vary widely when splitting by specialty, age, and other factors. This suggests that marketers need to understand the nuances of their specific target audiences to communicate effectively.
Top content preferences vary by digital channel
Messaging preferences also change by specialty
Under 50 years old & Start by Prescribing Branded Treatments (Usually/Sometimes)
| Dermatologists | Oncologists & Hem/Oncs | |
|---|---|---|
| on Pharma Device Websites |
1.) Learning about new products, procedures, or innovations
2.) Data presenting evidence of a treatment’s efficacy |
1.) Details about available clinical trials
2.) Coverage, insurance, and reimbursement |
| via Email Newsletter |
1.) Learning about new products, procedures, or innovations
2.) Deeper understanding of specific conditions |
1.) Data presenting evidence of a treatment’s efficacy
2.) Learning about new products, procedures, or innovations |
| on Medical Society Websites |
1.) CME
2.) Data presenting evidence of a treatment’s efficacy |
1.) Details about available clinical trials
2.) Data presenting evidence of a treatment’s efficacy |
When educating patients, HCPs also want customized information
would provide more support materials and tools if they were more customized to their patients
Sources: M3 MI’s 2024 Sources & Interactions & 2024 Physician Digital Insights studies
Information
For more information on detailed study results from M3 MI, including at the specialty level, contact us at
info@M3-MI.com.