We Analyzed more than 1k Digital Assets used in Engagements with HCPs:
We have studied, analyzed and summarized 1589 Digital Assets that our developers have created over the period of time of 27000 hours. The scope of our analysis includes eDetailings, Approved & Broadcast Emails, Websites/Landing Pages as well as Mobile Apps. Here are preliminary takeaways:
- 42% of Digital Assets that pharmas are actively using are comprised of Approved Emails. This choice comes as no wonder since Approved Email is the easiest way to engage a doctor: it comes from a familiar sender, it’s non-intrusive (unlike cold calls) and it provides doctor with numerous options of how to respond.
- It takes approximately twice as long to develop a Landing Page than it does for an Email (both Broadcast and Approved). Since Landing Pages have become an easy replacement/supplementing option instead of heavy-weight pharma websites, we may expect the rise in demand for these assets.
- Developing an interactive presentation takes 70% more time (at best) than an Approved Email.
- Digital asset development has a seasonal pattern and correlates perfectly with the need to launch or update a certain marketing campaign. Marketers should consider that when planning and assigning tasks to their content vendors.
How did we crunch our numbers? Our team of analysts has counted a coefficient of Time-To-Market vs Cost Ratio.
Time-To-Market = avg time to make specific digital asset ready for production = Spent Hours/Number of Assets.
Cost = Time-To-Market * Hourly rates (of all professionals involved in the process)
Give it a detailed look in our infographics. More insights and tips for pharma marketers will come onwards.
HCP Digital Access: How TOP pharmas are marketed to healthcare providers?
TOP Channels by number of assets are:
Approved Emails (42%)
Websites/Portals/Landing Pages (12%)
TOP 5 HCP Marketing Tactics
1. One-fits-all approach won’t do
2. Content localization eats up time like a Pacman
Localizing content is the first and foremost, as well as the cheapest way to personalize it. Research has shown that language plays a significant role in users’ app choice and who blames them? We all want content that’s relatable to our age, sex and cultural group so why not jump on that bandwagon? All in all, the way to the customer’s mind lies through the use of their language. So it becomes of key importance to have at least an army of translators at hand. Or a service designed to unite all of their capabilities.
3. Find the easiest way to manage your HTML5 responsive content
There’s double trouble with the interactive content. Localization is hard enough, but what about keeping that content fresh but not ever-green? Updating IVAs is not only costly in terms of budgets (that’s why many marketers decide on rare updates), this process is also very time-consuming. Which comes at the cost of engagement: HCPs have been repeatedly complaining about “stale content” displayed on the tablets of pharma reps. Unless pharma already has yet another army of trusted content vendors and development agencies or a reliable and seamless CLM system to back up those hard-working teams in fields, updating eDetailings/HTML5 presentations gets deprioritized.
4. Understand how to handle time-to-market vs cost ratio
Developing lots of engaging digital content is crucial. Keeping it versatile is too. However, in order to progress, it is also important to look back on the time and efforts spent on HCP content development and find out the strides the as well as the gaps of this process. In other words, keeping up a well-balanced time-to-market/cost ratio requires to find out how it would look like. And don’t try imitating others in this respect: the balance will be unique for every specific company and market. As has been examplified in this engagement channel study, our team of experts in market analysis has already gotten the knack of it, so do not hesitate to address them with your inquiries.
5. Distribute content through multiple channels
Stop thinking exclusively about channels. Marketers already see how hard it is to make content if everything boils down to developing each asset based on the channel, how it impacts brand vision and consistency. What if there was a mindset shift in how we view the content creation envisioning it not as a bunch of isolated islands, but a functioning and well-organized system, catering to the content needs of multiple stakeholders of Life Sciences yet keeping a strong foot on brand vision as well as perception? There’s much room for thinking there.
Marketing to Physicians in a Digital World
- Priorities. Approved Emails and eDetailing have now become a must for any Pharma Marketing Campaign.
- Flexibility. Channels cannot exist in isolation anymore. They should be used together and complement one another.
- Access. Marketing department should have a fast and easy way to manage existing eDetailing and Emails as their campaigns evolve.
So, here you go – 3 surefire channels for marketers that could serve as pillars for building a HCP engagement strategy. But you know how they say it: the recipe is not about the ingredients, it’s about what you do with them. In case you have any questions or simply would like to get a deeper dive into our research, just drop a line to our team of experts with a 10-year-wide view on content creation for Life Sciences.