Can interactive content increase HCP portal engagement?

When it comes to scientific content, evidence suggests pharma is not always listening to HCP demand. A 2024 EPG Health report reveals that 74% of HCPs consider independent medical websites critical for consuming information, while 41%—especially those under 34—turn to social media.

As digital-native generations enter healthcare, there is a clear shift towards more interactive and engaging learning formats.

HCPs are favoring more dynamic and practical educational approaches. While webinars offer valuable insights, they rarely provide the interactivity and engagement modern HCPs seek.

Pharma should incorporate more interactive content into its strategies if it wants to appeal to new generations. This means offering personalized, immersive learning experiences that not only engage but also improve information retention.

And what better way to deliver this interactive content if not by integrating it directly into the pharma-owned websites and HCP portals ?

Types of interactive content to increase HCP engagement

Before exploring interactive content examples for HCPs, it's crucial to emphasize that relevant content outweighs technological performance. For HCPs, the "what" is more important than the "how."

Even the most advanced tech won't engage HCPs if the content is too general or doesn't address their specific medical interests. Focusing on relevance, regardless of content format, will enhance HCP engagement and help build trust in your brand.

Immersive simulations

Practical learning is one of the most efficient methods to absorb and fixate new information.

Immersive simulations are advanced educational tools that use technology to create realistic, interactive learning environments replicating real-world scenarios.

These can be created using augmented reality (AR) and virtual reality (VR) applications or by using web-based tools.

For example, Syandus offers a web application that gives pharmaceutical brands the power to create personalized experiences designed to engage HCPs and drive meaningful behavior change.

Source: Syandus.com

Studies reinforce that VR animations enhance HCPs’ understanding of how therapies work in a visual manner, leading to improved recall. Pre/post-test results showed an average increase of 29% in knowledge and 30% in competence among the study participants.

Interactive modules and e-learning courses

Interactive modular content means incorporating multimedia elements such as videos, quizzes, and interactive exercises that create a personalized learning experience that engages HCPs and adapts to their unique needs.

A study about the interactive e-learning module that included written parts, voice-overs, and clinical encounter videos concluded that using interactive e-learning methods significantly improves HCPs' knowledge (69% of participants agreed), beliefs, and attitudes.

Gamification

Gamification can enhance the effectiveness of interactive content for healthcare professionals.?

According to Global Market Insights , the healthcare gamification market was worth more than USD 10 billion in 2022 and is projected to grow at a 10.5% CAGR from 2023 to 2032.

Even though patients receive the benefits of gamification first (most tools are designed to help manage their disease), HCPs are next in line.

The current state of evidence shows that gamification of health professions education is a promising tool to improve learning outcomes by strengthening learning behaviors and attitudes towards learning.?

By including elements like points, badges, and leaderboards on your websites and HCP portals, you can create a more engaging and rewarding browsing and learning experience and motivate physicians to participate actively.

Education materials for patients

A study by EPG Health revealed that 68% of HCPs look for patient-friendly tools and materials to explain medication schemes with the goal of increasing medication adherence.

Another study shows that downloadable animations and posters improved physician-patient communication and HCPs' ability to tailor treatments. These tools enhanced understanding of pathophysiology and mechanisms of action for 92% of learners and improved recall for 87%.

Consider adding these educational materials to your portals to help HCPs in their relationships with patients.

Interactive case studies

Interactive case studies featuring medical content present real-life (or simulated) scenarios that healthcare professionals must evaluate and resolve, prompting them to apply their knowledge to practical situations.?

This tool can help physicians enhance their critical thinking and decision-making abilities.

A great example is the Patient Case Navigator created by AbbVie, which features an interactive learning experience.

Through it, nurse practitioners can engage in an interactive case study to learn how to perform a structured psychiatric interview and evaluate their learnings along the way.

Conclusion

Integrating these interactive formats directly into pharma-owned websites and HCP portals will enhance the educational experience and build trust and loyalty.?

Use these tactics to increase the effectiveness of the content (that you worked so hard to create) and have a bigger impact on HCP's learning journey and engagement with your brand.