How to Revolutionize HCP Connections in 2025

Uncover the Best Engagement Campaigns on Xpeer

In the rapidly evolving landscape of healthcare, staying ahead of the curve is crucial for pharma leaders in marketing and medical affairs. As we approach 2025, it’s essential to understand and implement the best engagement strategies to connect effectively with healthcare professionals (HCPs). Here, we summarize the key insights on revolutionizing HCP connections.

Proven strategies

Our focus is on debunking common myths about digital engagement, understanding what HCPs truly want, and providing real-world examples of successful digital strategies. Implementing these strategies effectively can lead to meaningful engagement and incremental reach.

Current State of Omnichannel Engagement

The state of omnichannel engagement in pharma reveals a significant gap between HCP preferences and current practices:

• 67% of HCPs prefer omnichannel engagement, combining digital and face-to-face interactions.
• However, only 8% of HCPs were reached via omnichannel MSL in the past three months.
• There is a notable dissatisfaction with current digital offerings, highlighting the need for improvement.

Content Strategy Insights

Effective content strategy is critical for successful HCP engagement:

• 77% of field content is rarely used, indicating a need for more relevant and engaging materials.
• HCPs value independent medical websites and short-form content, such as bite-sized text and short videos.
• A balanced investment in content creation and marketing is recommended to maximize impact.

Preferred Content Formats

Understanding HCP preferences for content formats can significantly enhance engagement:

• Short-form text and videos are highly preferred.
• Downloadable presentations, interactive learning, and webinars are also popular.
• Both in-person and online workshops, as well as infographics, are effective for delivering scientific content.

Engagement Channels

The most valued channels for HCP engagement include:

• Independent medical websites and MSL activities.
• Workshops, congresses, and webinars are crucial for scientific content delivery.

Impact of Digital Engagement

Digital engagement has shown varying levels of impact:

• High impact is seen with independent medical education.
• Pharma needs to align content types with HCP demand, focusing on disease information and CME-accredited learning.

Partnering with Third Parties

When partnering with third-party HCP engagement providers, the following factors are critical:

• Credibility and trust.
• Audience reach and customer experience.
• Digital content expertise and measurable ROI.

Case Studies: Successful Engagement Campaigns

Microbiota: Global Accredited Curriculum

The Microbiota channel has been a standout success, offering a series of accredited courses that have achieved high completion and satisfaction rates. Key highlights include:

• Global Reach: The channel offers courses in 8 languages, targeting a multidisciplinary audience including general practitioners, family medicine doctors, gastroenterologists, nurses, and pharmacists.
• Accredited Content: Courses are accredited by the EACCME/UEMS, providing valuable continuing medical education (CME) credits to participants.
• High Engagement: Over 50,000 engagements have been recorded, with a completion rate of 88% and a satisfaction rate of 4.8 out of 5.
• Knowledge Increase: Participants reported a 33% increase in knowledge, indicating the effectiveness of the educational content. The results are to be shared during the UEG Week.
• Sustainability: The program is available for free on an e-platform, ensuring ongoing accessibility and engagement. We currently celebrate our 4th year of continuing program, with an average of 2 new courses per year.

Type 2 Diabetes: Educational Channel in Saudi Arabia

The Type 2 Diabetes channel was developed to meet the educational needs of primary healthcare professionals in Saudi Arabia. This initiative has shown impressive results:

• Tailored Content: The channel offers courses specifically designed for the management of patients with type 2 diabetes, addressing local healthcare needs.
• Accredited Courses: Courses are accredited by the UEMS, providing CME credits to participants.
• High Completion and Satisfaction Rates: The channel boasts an 85% completion rate and a satisfaction rate of 4.8 out of 5.
• Strong Market Penetration: Over 500 opt-ins have been recorded, demonstrating the channel’s effectiveness in reaching its target audience.

Postpartum Hemorrhage: Multidisciplinary Interactive Round Table Discussions

The Postpartum Hemorrhage (PPH) campaign utilized multidisciplinary round table discussions to engage healthcare professionals effectively. Key achievements include:

• Live and On-Demand Formats: The campaign offered a 2-hour live session, which was also available on-demand, providing flexibility for participants.
• High Attendance and Completion Rates: The live webinar attracted over 1,000 registrations with a 56% attendance rate and a 92% completion rate for live sessions. The total number of learners reached 2,625, with an incremental reach of +300% through on-demand access.
• Significant Opt-In Rates: The campaign achieved a 94% opt-in rate, indicating strong interest and engagement from the target audience.
• Accredited Content: The discussions were accredited, providing CME credits and enhancing the value of participation.

These case studies highlight the importance of tailored, accredited, and engaging content in driving successful HCP engagement campaigns. By focusing on the specific needs and preferences of healthcare professionals, these initiatives have achieved high levels of participation, satisfaction, and knowledge enhancement.

Conclusion

As we move towards 2025, it’s imperative for pharma leaders to adopt innovative and effective engagement strategies. By understanding HCP preferences, leveraging omnichannel approaches, and focusing on high-quality content, we can revolutionize HCP connections and drive better healthcare outcomes.

Stay tuned for more insights and continue to explore how to enhance HCP engagement in the pharma industry.

#PharmaMarketing #MedicalAffairs #HCPEngagement #DigitalStrategy #HealthcareInnovation

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