As HCP resource needs and information-seeking behaviors become increasingly sophisticated, marketers need to understand not just the fundamentals of a successful digital content strategy but also the nuances of creating standout digital engagements. Providing product information and services on brand websites may have proved sufficient to attract physician traffic in the past, but today’s HCP demands a wider array of patient-related and value-added digital resources from pharma. Beyond promoting the first tier of resources that are critical to supporting prescribing decisions and patient discussions, marketers can enhance their digital offerings with a second tier of additional value-added, patient, and beyond-the-pill content that will strengthen pharma-physician relationships going forward.
Question answered in this report:
• What are the key digital resources physicians look for on pharma websites?
• How do pharma companies that provide different patient-related, value-added, and beyond the pill services impact physician engagement and prescribing behavior?
• How can marketers align pharma websites and distribute content to maximize HCP multichannel engagement?