However, why is email still the chief digital channel for communication? Even as many as 49% GenY patients still tend to prefer it. The answer is that email is more standardized. You can’t expect your doctor to be communicating via the same app that you happened to find, and email is still the “default option”. In the nearest future, we can expect pharma brands establish communication apps, dividing the audience condition by condition.
Tactical hammer blow: Try to establish a digital communication platform between physicians and patients – this will ensure better treatment results in the long run, since the information that circulates will not get lost “in between” the channels.
How exactly digital can work here
So, there you go: content for professionals, content for patients, communication. These are the areas where pharma can step in to improve treatment results. Now the question is how it is better done – after all, efficiency matters greatly.
Digital tech is great at two things: making “polished”, shiny content AND distributing it. Speaking of content itself, we know more or less what types of it are required most.
Static visual aids used to be great, and still can be – printable PDF files are indispensable at times. However, they almost never work well enough on their own. Better incorporate them into something bigger, like a downloadables section on a portal or within an eDetailing presentation.
Same goes for videos: they are among the beloved types of content but tend to be scattered and forgotten when circulating on their own. However, videos, especially educational ones, deserve to be part of something greater.
Interactive content seems like a good option. The decade of eDetailing evolution has produced a genre of presentations that incorporate both static, animated, interactive and video elements into one memorable hub. Why not develop on top of this newly-set tradition? Only instead of separate presentations linked to particular products, the same approach can be used in content in all of three categories above – doctor-oriented, patient and communication.
To make it all work, the brand can now use its content management to create a large store of digital assets that can be used globally whenever needed. We have seen some of such platforms emerge, like Veeva Vault and solutions by Quintiles. To make the whole process of readjusting content faster, it is reasonable to reuse as much of that content as possible.
Imagine you have some general information from an eDetailing presentation – and you can use the code from those slides in an adherence app. This adherence app will also be used by patients to contact their providers and contain (perhaps) some kind of dosing calendar. That calendar was created in short time based on the one used in an unrelated presentation for a different condition. Content reuse is the final piece of the puzzle – and by completing it, pharma can finally make a difference in treatment outcomes, ultimately gaining the trust of audiences and better treatment results.