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Content designed for
digital channels
The way HCPs engage with pharmaceutical information has developed with the
move to digital communication and the way in which content is consumed. Some
HCPs may prefer content that mirrors the printed reference works they have
been used to. Other HCPs may see information in a different way – as digital
natives they don’t need online information to look like books and may not have
the same print based reference points when it comes to the packaging and
presentation of information. And there are new kinds of content; videos,
podcasts, interactive e-learning materials, and apps that open new channels for
communicating with HCPs.
In a recent report into the different A high level of trust is placed on
views of HCPs when examined by age recommendations from their peers
group, only 16% of ‘millennial’ doctors with 79% of millennial doctors
said they found pharmaceutical surveyed saying they only refer to
promotional materials to be influential information from pharmaceutical
when considering a new treatment, companies after they’ve found
compared to 48% of non-millennial information elsewhere, so
doctors. pharmaceutical marketers who have no
third party or sharable content might
These millennial HCPs are much more be missing a valuable route to this
likely to rely on a third-party website or audience.
a colleague for healthcare information
than from branded websites.
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