A successful brand in pharma is a name HCPs can trust. This means something more than its retail/FMCG counterparts. On the one hand, as anywhere, if your product is accompanied with a recognizable design it will be noticed and remembered better by your target audience.
Yet there is also the question of responsibility and trust – which life sciences are expected to cultivate alongside creativity.
Let’s talk about how to use all the potential and creativity for higher engagement and pharma brand loyalty.
Show HCPs your brand is worth being trusted
What are the criteria which make doctors trust (or not trust) a brand? Research shows that 85% responders would rather prescribe products that are supported with scientific literature. 46% use published clinical trial results as a main source of information when a new drug has been launched. HCPs respect innovations but 85% of them prescribe a new drug only after the first publication of clinical trials.
eDetailing is not only about reps talking about clinical trials. It is a common complaint that the information given the HCPs is often general, non-specific. Moreover, they rarely have time to listen to the same things every time.
There are some approved tips which make your eDetailing more efficient.