#FutureReadyHealthcare
Executive Summary
Today, pharma companies navigate a complex engagement landscape where digital channels are taking on greater prominence alongside traditional sales rep-led interactions. Healthcare professionals (HCPs), recognizing the value of both the online and offline worlds, are increasingly demanding greater choice and personalization. While digital enthusiasts seek seamless online experiences, others remain attached to traditional methods. This dichotomy necessitates a nuanced omnichannel strategy that caters to a wide variety of preferences.
Delivering seamless and personalized experiences, however, requires a deep understanding of HCP preferences – a challenge that is easier said than done. Factors such as the product lifecycle stage, HCP specialty, market access dynamics, and Digital Affinity play a critical role in shaping these preferences.
Digital channels are integral to the hybrid GTM model adopted by many pharma companies. They offer a scalable and cost-effective way to reach a broader audience, provide targeted content, and gather valuable insights. However, the proliferation of digital channels – ranging from websites and email to social media, mobile apps, and virtual events - makes it challenging to identify the optimal engagement strategy. Pharma companies must assess which channels resonate with different HCP segments based on factors such as specialty, therapy area, region, and provider affiliation.
Relying on real-world data from diverse programs and channels offers a broader and more accurate understanding of HCP behaviors and preferences. By analyzing large volumes of interaction data, pharma companies can gain a comprehensive view of HCP needs, spot emerging trends, and predict responses to various marketing initiatives. This data-driven approach enables companies to refine their engagement strategies for maximum impact, while continuously adapting to the evolving digital landscape.
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2024 HCP
Digital Affinity Report
Shaping the Future of Engagement
This report empowers pharma brand managers and marketers with data-driven insights from real-world HCP interactions. By understanding Digital Affinity—a key predictor of an HCP's propensity to engage through digital channels—pharma decision-makers can optimize resource allocation, personalize content, and select the most effective channels. In this era of digital transformation, Digital Affinity emerges as a cornerstone of successful HCP engagement strategies, enabling pharma companies to navigate the complexities of modern marketing with precision and confidence.
Digital Affinity: The Key to Effective HCP Engagement
Digital Affinity offers pharma companies a powerful tool for optimizing engagement strategies by understanding HCP preferences for digital versus traditional channels. This metric provides a probability score for each engagement channel, offering valuable insights into the preferred digital touchpoints of various HCP segments, enabling pharma companies to tailor their strategies with precision.
The calculation of Digital Affinity is rooted in a comprehensive evaluation of HCP behaviors. Each HCP is assigned a decile rank within their peer group for various digital engagement channels. These decile scores reflect each HCP's relative preference for a digital channel for engagement compared to their peers. By aggregating these channel-level decile scores, we arrive at a comprehensive Digital Affinity score for each HCP. While historical interactions influence these decile rankings, the overall digital affinity score provides valuable real-time insights into HCP preferences and behaviors, allowing pharma companies to better anticipate how and when to engage with them. This understanding forms the basis for more targeted and effective marketing strategies—maximizing engagement, improving return on investment (ROI), and ultimately driving better health outcomes.
Leveraging Digital Affinity data allows pharma companies to ensure that HCPs receive timely and relevant information through their preferred channels, be it digital or traditional. It also empowers companies to tailor educational content that aligns with the specific needs of HCPs, make informed decisions based on behavioral insights, and develop personalized patient care programs that are aligned with HCPs' digital preferences.
Indegene’s Invisage™ plays a critical role in deriving these Digital Affinity insights. Invisage™ includes data on approximately 2.1 million HCPs across 69 therapy areas and 30 medical specialties, with data sourced from Symphony and insights derived from over 45 omnichannel activation programs. These programs typically run for 12 to 18 months and employ a varied channel mix, customized to meet program objectives and optimize HCP engagement. With comprehensive data on HCPs across all U.S. states, Invisage™ offers pharma companies a unique opportunity to uncover regional differences in digital engagement, enabling the development of localized and impactful strategies. By tapping into this extensive dataset, companies can not only optimize their omnichannel engagement efforts but also ensure that their marketing strategies resonate with HCPs in a way that is relevant to their individual preferences and regional dynamics.
Invisage™ Coverage:
Channels: Email, electronic health records (EHR), programmatic ads, virtual rep-led engagement, paid search, and social media.
Content: Invisage™ includes data spanning 15+ content types, providing comprehensive insights into HCP engagement and content preferences.
It is important to note that the Digital Affinity scores are influenced by several factors, including historical interactions and engagements (such as the number of emails sent and opened), HCP demographics, affiliations, and time factors. These elements collectively shape the digital behaviors of HCPs. Understanding these nuances is crucial for accurately interpreting affinity data and optimally targeting HCPs.
Some of the key factors are highlighted below.
Decoding Digital Affinity
Decoding Digital Affinity provides a framework for understanding varying levels of HCP engagement with digital media, allowing pharma companies to segment their audience and tailor strategies accordingly. By categorizing HCPs based on their affinity for digital channels, companies can craft more precise, impactful engagement strategies.
Digital Enthusiasts: HCPs with strong Digital Affinity are digital enthusiasts who demonstrate consistent engagement with digital media. They have a high propensity for interacting with digital promotions, including email, programmatic ads, and EHR platforms. This segment actively seeks out digital interactions and provides a reliable touchpoint for pharma brands to leverage their digital assets.
Digital Regulars: HCPs with established Digital Affinity are digital regulars who frequently engage with digital media, though perhaps not as actively as enthusiasts. They show a moderate propensity for interacting with digital promotions across email, programmatic ads, and EHR platform, representing a valuable group for targeted digital campaigns.
Digital Explorers: HCPs with developing Digital Affinity are digital explorers who engage with digital media intermittently. Their engagement with digital promotions is sporadic, and they may not always actively seek out digital interactions.
Digital Novices: HCPs with limited Digital Affinity are digital novices who are unfamiliar with or resistant to using digital media. They are unlikely to engage with digital promotions and may prefer traditional methods of communication and interaction.
Our analysis indicates that one-third of HCPs (33%) exhibit strong or established Digital affinity. Notably, the largest segment, comprising 40% of HCPs, demonstrates developing Digital affinity. This group represents a significant opportunity to foster deeper relationships and highlights the industry's substantial potential for growth in digital engagement.
By focusing on converting explorers and engaging novices, pharma companies can unlock new avenues for deeper relationships and enhanced engagement across their HCP base.
| Specialty | Digital Enthusiasts | Digital Regulars | Digital Explorers | Digital Novices |
|---|---|---|---|---|
| Allergy & Immunology | 3% | 10% | 56% | 30% |
| Anesthesiology | 1% | 4% | 30% | 66% |
| Cardiology | 21% | 44% | 24% | 12% |
| Dentist | 0% | 5% | 26% | 69% |
| Dermatology | 7% | 21% | 46% | 26% |
| Emergency Medicine | 5% | 33% | 54% | 8% |
| Endocrinology, Diabetes, & Metabolism | 16% | 43% | 27% | 14% |
| Family Practice/General Practice | 15% | 41% | 32% | 12% |
| Geriatrics | 11% | 34% | 43% | 12% |
| Hospitalist | 7% | 26% | 51% | 16% |
| Internal Medicine | 15% | 28% | 39% | 19% |
| Medical Genetics | 2% | 12% | 56% | 31% |
| Medical Oncology | 4% | 11% | 48% | 37% |
| Midwives | 3% | 27% | 68% | 3% |
| Neurological Surgery | 3% | 31% | 61% | 5% |
| Neurology | 16% | 23% | 36% | 25% |
| Nurse Practitioner | 7% | 33% | 51% | 8% |
| Obstetrics & Gynaecology | 7% | 35% | 48% | 11% |
| Ophthalmology | 11% | 20% | 46% | 23% |
| Optometrist | 3% | 18% | 68% | 11% |
| Orthopaedics | 3% | 36% | 52% | 9% |
| Otolaryngology | 5% | 21% | 59% | 15% |
| Pathology | 2% | 9% | 59% | 30% |
| Pediatrics | 5% | 12% | 49% | 34% |
| Physical Medicine & Rehabilitation | 7% | 30% | 53% | 10% |
| Physician Assistant | 10% | 33% | 46% | 11% |
| Plastic Surgery | 1% | 3% | 30% | 66% |
| Preventive Medicine | 4% | 25% | 64% | 7% |
| Psychiatry | 8% | 31% | 49% | 12% |
| Radiology | 1% | 6% | 57% | 36% |
| Resident | 3% | 42% | 52% | 2% |
| Surgery | 1% | 4% | 27% | 68% |
| Urology | 22% | 17% | 19% | 42% |
Observations
Inconsistencies in Digital Adoption: The variation in digital affinity across specialties reveals that some areas, such as cardiology, endocrinology, geriatrics, internal medicine, and obstetrics and gynaecology are adopting digital tools more effectively, while others, like anesthesiology, radiology, and surgery, lag significantly. This inconsistency suggests that a one-size-fits-all approach is ineffective and underscores the need for specialty-specific strategies to enhance digital engagement. The data suggests that specialties with higher novice or explorer rates may benefit from targeted outreach and training programs aimed at increasing digital literacy, which could lead to improved patient interactions and outcomes.
Need for Tailored Content: Given the diverse digital engagement levels, there is a clear need for tailored digital content and promotions that resonate with the varying affinities across specialties, ensuring that messaging meets HCPs where they are in their digital journey. Developing segmented campaigns with specialty-specific messaging will lead to higher interaction rates and more meaningful HCP engagements.
Urgency for Continuous Education: The varying degrees of digital proficiency indicate a strong need for continuous education and training initiatives across the industry, aimed at enhancing digital literacy and emphasizing practical applications that enhance day-to-day workflows. Webinars, virtual workshops, and practical case studies tailored to the specific challenges of each specialty can drive engagement and adoption, ultimately improving workflow efficiency and patient outcomes.
Potential for Hybrid Communication: For specialties with a large number of digital novices, a hybrid communication approach may be the most effective way forward. Combining traditional and digital methods can help reach a broader audience, ensuring that even those who are hesitant about digital tools remain engaged. By maintaining relevance through hybrid strategies, pharma companies can cater to diverse preferences and encourage gradual adoption of digital solutions.
Leveraging Data for Improvement: The healthcare industry increasingly relies on data analytics to drive decision-making. However, many specialties may not fully utilize data to assess and enhance their digital engagement efforts. There is a significant opportunity for healthcare organizations to implement data-driven strategies that analyze user behavior and preferences, enabling them to refine their digital tools and communications in a way that resonates more effectively with healthcare professionals.
Digital Affinity by HCP Age: Breaking the Myth of Digital Savviness by Age
The data reveals a compelling trend that challenges the common belief that younger HCPs are inherently more digitally savvy than their older counterparts. Specifically, those aged 50-70 years exhibit the highest percentages of digital enthusiasts (12%) and regulars (24%), demonstrating a robust engagement with digital tools. In contrast, younger age groups (under 30) show a lower combined total of 33% in these categories.
This finding suggests that digital technology has become more ubiquitous across age groups, with older HCPs engaging actively when provided with the right channels, tools, and content. The outdated belief that digital proficiency is exclusive to younger generations no longer holds true in today’s healthcare landscape.
Recognizing and capitalizing on the digital capabilities of older practitioners presents a valuable opportunity for the healthcare industry. By developing engagement strategies that cater to this demographic, pharma companies can foster a more inclusive approach to digital adoption. Tailoring digital tools and content to the preferences of older HCPs not only enhances their engagement but also ensures that digital strategies resonate with a broader range of professionals across all age groups.
Dissecting Digital Affinity
To gain a deeper understanding of HCP digital behavior, we delve into two key components: channel-level affinity and content-level affinity. These elements, combined, form the foundation of overall Digital Affinity. By understanding both dimensions, pharma companies can optimize their channel mix for maximum impact.
In the following sections, we explore how these affinities differ across specialties and their implications for pharma marketing strategies.
Channel-level affinity
Pharma brands employ a diverse array of channels - from email and EHR to webinars and programmatic ads - to connect with their target audience. However, each HCP has unique preferences, making it crucial to identify the optimal channel mix for effective engagement. While factors like brand objectives, budget, and reach influence channel selection, understanding individual HCP preferences is key to optimizing these choices.
Determining the most effective channel for each HCP is complex. Multiple variables, including content relevance and timing, impact message reception. The real challenge lies in identifying the channels where HCPs are most receptive, rather than simply those that yield the highest overall performance metrics.
It is crucial to differentiate between channel-level affinity, which reflects an HCP's preference for a channel and channel effectiveness, which measures the channel's ability to drive desired outcomes. A channel may be highly preferred by HCPs but might not be the most effective for achieving specific objectives. For example, while programmatic ads have a high affinity, they may not always be the most effective for driving deep, meaningful engagements compared to email or rep-led channels.
Channel-level Affinity
Observations
Balancing Channel Strategies: The diversity in affinity levels across these channels underscores the importance of a multi-channel approach. While programmatic ads show promise, the limited affinity for virtual rep-led engagement (80%) and EHRs (52%) indicates that relying on a single channel may not be sufficient. To ensure broad and effective engagement, companies should design integrated, omnichannel marketing strategies that combine the strengths of multiple channels. For example, programmatic ads can be leveraged for their broad reach, while other channels like email can be used to nurture deeper, ongoing engagements.
Opportunities for Targeted Training: The developing affinities for both email (39%) and EHR (38%) suggest an opportunity for targeted training initiatives that help HCPs understand and utilize these channels more effectively. Educational programs focused on maximizing the benefits of these tools could enhance affinity levels, leading to improved communication and patient care outcomes.
Maximizing engagement and ROI: Pharma companies must continuously analyze and adapt their channel strategies based on evolving HCP preferences. Establishing a feedback loop that monitors channel performance in real-time can help optimize engagement efforts. By regularly reviewing HCP interaction data and adjusting investments towards the most effective channels, companies can ensure sustained engagement and maximize long-term ROI.
| Specialty | Strong Affinity | Established Affinity | Developing Affinity | Limited Affinity |
|---|---|---|---|---|
| Allergy & Immunology | 2% | 11% | 45% | 42% |
| Anesthesiology | 1% | 1% | 11% | 87% |
| Cardiology | 3% | 17% | 61% | 19% |
| Dentist | 0% | 0% | 2% | 98% |
| Dermatology | 1% | 1% | 3% | 95% |
| Emergency Medicine | 2% | 14% | 66% | 19% |
| Endocrinology, Diabetes, & Metabolism | 1% | 9% | 63% | 26% |
| Family Practice/General Practice | 7% | 34% | 50% | 9% |
| Geriatrics | 7% | 25% | 51% | 18% |
| Hospitalist | 5% | 22% | 54% | 19% |
| Internal Medicine | 8% | 14% | 49% | 29% |
| Medical Genetics | 3% | 14% | 45% | 38% |
| Medical Oncology | 2% | 7% | 50% | 41% |
| Midwives | 2% | 22% | 71% | 4% |
| Neurological Surgery | 8% | 37% | 49% | 7% |
| Neurology | 24% | 19% | 26% | 30% |
| Nurse Practitioner | 6% | 28% | 58% | 9% |
| Obstetrics & Gynaecology | 15% | 41% | 34% | 10% |
| Ophthalmology | 1% | 13% | 67% | 19% |
| Optometrist | 0% | 10% | 72% | 19% |
| Orthopaedics | 3% | 23% | 55% | 19% |
| Otolaryngology | 4% | 14% | 63% | 20% |
| Pathology | 2% | 12% | 45% | 41% |
| Pediatrics | 2% | 3% | 16% | 79% |
| Physical Medicine & Rehabilitation | 10% | 34% | 45% | 11% |
| Physician Assistant | 9% | 29% | 51% | 12% |
| Plastic Surgery | 0% | 1% | 6% | 93% |
| Preventive Medicine | 1% | 11% | 67% | 20% |
| Psychiatry | 5% | 32% | 52% | 11% |
| Radiology | 1% | 2% | 49% | 48% |
| Resident | 2% | 24% | 71% | 3% |
| Surgery | 2% | 1% | 9% | 88% |
| Urology | 26% | 14% | 14% | 46% |
Email Affinity by HCP Age
Observations
The variability in email affinity levels across specialties highlights the importance of customized engagement strategies. Tailoring email content and outreach to meet the unique preferences of each specialty can significantly enhance communication effectiveness and strengthen connections with HCPs. For instance, specialties like cardiology (61%), preventive medicine (67%), optometrist (72%), ophthalmology (67%), and emergency medicine (66%) demonstrate a notable developing affinity for email, presenting opportunities for targeted educational initiatives and personalized campaigns to nurture these relationships and boost overall engagement.
Conversely, specialties such as dermatology (95%), surgery (88%), anesthesiology (87%), dentistry (98%), and pediatrics (79%) exhibit high rates of limited affinity, indicating an urgent need for strategies that actively encourage HCPs to engage with email communications.
The analysis of email affinity by age reveals a striking consistency across all groups, indicating that HCPs, regardless of age, exhibit similar behaviors in their engagement with email. The variations in affinity levels are minimal, suggesting that tailored strategies for email communication may not need to be heavily differentiated by age. Instead, a more uniform approach that addresses the overall challenges and preferences of HCPs could be effective. This consistency highlights the importance of focusing on enhancing email engagement across the board, rather than segmenting strategies too narrowly based on age.
| Specialty | Strong Affinity | Established Affinity | Developing Affinity | Limited Affinity |
|---|---|---|---|---|
| Allergy & Immunology | 8% | 18% | 41% | 33% |
| Anesthesiology | 6% | 14% | 44% | 36% |
| Cardiology | 52% | 25% | 10% | 14% |
| Dentist | 12% | 39% | 38% | 11% |
| Dermatology | 51% | 25% | 8% | 16% |
| Emergency Medicine | 18% | 47% | 27% | 8% |
| Endocrinology, Diabetes, & Metabolism | 51% | 27% | 10% | 12% |
| Family Practice/General Practice | 24% | 39% | 22% | 15% |
| Geriatrics | 22% | 33% | 30% | 14% |
| Hospitalist | 13% | 32% | 40% | 16% |
| Internal Medicine | 28% | 34% | 19% | 18% |
| Medical Genetics | 8% | 17% | 40% | 35% |
| Medical Oncology | 12% | 17% | 31% | 41% |
| Midwives | 6% | 35% | 54% | 6% |
| Neurological Surgery | 4% | 28% | 53% | 14% |
| Neurology | 13% | 24% | 40% | 24% |
| Nurse Practitioner | 14% | 36% | 40% | 11% |
| Obstetrics & Gynaecology | 9% | 24% | 40% | 26% |
| Ophthalmology | 21% | 22% | 27% | 29% |
| Optometrist | 10% | 32% | 42% | 16% |
| Orthopaedics | 14% | 39% | 37% | 10% |
| Otolaryngology | 13% | 28% | 39% | 21% |
| Pathology | 6% | 19% | 43% | 32% |
| Pediatrics | 21% | 31% | 29% | 19% |
| Physical Medicine & Rehabilitation | 7% | 29% | 48% | 16% |
| Physician Assistant | 16% | 32% | 36% | 15% |
| Plastic Surgery | 5% | 19% | 43% | 33% |
| Preventive Medicine | 13% | 48% | 32% | 7% |
| Psychiatry | 14% | 29% | 38% | 19% |
| Radiology | 6% | 18% | 42% | 34% |
| Resident | 10% | 60% | 27% | 3% |
| Surgery | 5% | 15% | 45% | 35% |
| Urology | 16% | 33% | 35% | 15% |
Programmatic Ads Affinity by Age
Observations
The analysis of programmatic advertising affinity across specialties reveals notable differences in engagement levels. Cardiology (52%), endocrinology (51%), dermatology (51%) stands out with a strong affinity of 52%, indicating a high receptiveness to programmatic strategies. Specialties such as preventive medicine, emergency medicine, and family practice exhibit established affinities of 48%, 47% and 39%, respectively, suggesting potential for growth through targeted programmatic initiatives. In contrast, specialties like anesthesiology and medical oncology have higher rates of limited affinity, at 36% and 41%, indicating the need for tailored approaches that can enhance their engagement with programmatic ads and drive better outcomes.
The data on programmatic advertising affinity by age shows a gradual increase in strong affinity as HCPs get older, with 22% of those aged 50-70 demonstrating a strong affinity for programmatic ads. Younger professionals (<30 years) exhibit a strong affinity of 16%, while those aged 30-40 and 40-50 show similar strong affinity rates of 17% and 20%, respectively. This trend highlights an opportunity to engage older HCPs more effectively, leveraging their established affinity and openness to programmatic content. Overall, the consistent affinity levels across age groups suggest that a well-crafted programmatic advertising strategy can resonate across the board, making it imperative for pharma marketers to develop inclusive campaigns that cater to varying needs within the HCP community.
| Specialty | Strong Affinity | Established Affinity | Developing Affinity | Limited Affinity |
|---|---|---|---|---|
| Allergy & Immunology | 1% | 8% | 49% | 42% |
| Anesthesiology | 1% | 8% | 51% | 40% |
| Cardiology | 4% | 10% | 37% | 49% |
| Dentist | 0% | 3% | 40% | 56% |
| Dermatology | 12% | 9% | 32% | 46% |
| Emergency Medicine | 1% | 7% | 44% | 48% |
| Endocrinology, Diabetes, & Metabolism | 4% | 10% | 39% | 47% |
| Family Practice/General Practice | 4% | 8% | 40% | 48% |
| Geriatrics | 3% | 6% | 36% | 55% |
| Hospitalist | 1% | 7% | 42% | 49% |
| Internal Medicine | 8% | 11% | 39% | 42% |
| Medical Genetics | 1% | 6% | 41% | 52% |
| Medical Oncology | 1% | 6% | 39% | 54% |
| Midwives | 0% | 4% | 32% | 64% |
| Neurological Surgery | 0% | 6% | 42% | 52% |
| Neurology | 1% | 6% | 40% | 53% |
| Nurse Practitioner | 1% | 7% | 39% | 53% |
| Obstetrics & Gynaecology | 2% | 8% | 42% | 49% |
| Ophthalmology | 1% | 8% | 45% | 46% |
| Optometrist | 0% | 7% | 46% | 47% |
| Orthopaedics | 1% | 9% | 51% | 39% |
| Otolaryngology | 1% | 8% | 42% | 49% |
| Pathology | 1% | 6% | 44% | 50% |
| Pediatrics | 3% | 3% | 25% | 70% |
| Physical Medicine & Rehabilitation | 1% | 6% | 43% | 50% |
| Physician Assistant | 1% | 7% | 38% | 53% |
| Plastic Surgery | 0% | 5% | 37% | 58% |
| Preventive Medicine | 1% | 6% | 40% | 53% |
| Psychiatry | 1% | 5% | 34% | 61% |
| Radiology | 1% | 9% | 50% | 40% |
| Resident | 0% | 6% | 43% | 51% |
| Surgery | 1% | 6% | 39% | 54% |
| Urology | 4% | 9% | 37% | 50% |
EHR Affinity by Age
Observations
The analysis of EHR affinity across specialties highlights a predominantly low level of strong affinity, indicating significant room for improvement in engagement strategies. Specialties like dermatology, internal medicine, and cardiology show slightly better performance with strong affinity rates of 12%, 4% and 8%, respectively, but still reveal high rates of limited affinity at 46%, 42% and 49%. This suggests that HCPs in these areas may require more effective integration of EHR solutions into their workflows. Specialties such as pediatrics and midwifery exhibit the highest limited affinity rates (70% and 64%), emphasizing a critical need for targeted initiatives that can enhance familiarity and comfort with EHR systems. Tailored training programs and user-friendly interfaces may be essential to address these gaps.
The data on EHR affinity by age indicates a consistent pattern across all age groups, with generally low strong affinity levels. HCPs aged 50-70 demonstrate the highest strong affinity at 5%, while younger professionals (<30 years) show only 1%. This trend highlights the potential for increased training and support tailored to younger HCPs, who are often perceived as more technologically adept. All age brackets report significant rates of limited affinity, with the highest being 54% for those under 30. This underscores the need for healthcare organizations to develop targeted educational resources and user-friendly EHR solutions that can foster greater engagement across the entire age spectrum, ultimately improving patient care and clinician satisfaction.
| Specialty | Strong Affinity | Established Affinity | Developing Affinity | Limited Affinity |
|---|---|---|---|---|
| Allergy & Immunology | 8% | 2% | 5% | 85% |
| Anesthesiology | 0% | 0% | 1% | 98% |
| Cardiology | 3% | 1% | 4% | 92% |
| Dentist | 0% | 0% | 2% | 98% |
| Dermatology | 12% | 5% | 6% | 77% |
| Emergency Medicine | 1% | 0% | 5% | 93% |
| Endocrinology, Diabetes, & Metabolism | 2% | 1% | 3% | 93% |
| Family Practice/General Practice | 5% | 3% | 18% | 73% |
| Geriatrics | 2% | 1% | 4% | 94% |
| Hospitalist | 7% | 23% | 36% | 34% |
| Internal Medicine | 6% | 1% | 6% | 87% |
| Medical Genetics | 1% | 0% | 5% | 94% |
| Medical Oncology | 9% | 4% | 5% | 82% |
| Midwives | 11% | 36% | 39% | 14% |
| Neurological Surgery | 0% | 0% | 2% | 98% |
| Neurology | 7% | 1% | 3% | 89% |
| Nurse Practitioner | 14% | 35% | 35% | 17% |
| Obstetrics & Gynaecology | 1% | 0% | 0% | 99% |
| Ophthalmology | 0% | 0% | 0% | 99% |
| Optometrist | 0% | 0% | 0% | 100% |
| Orthopaedics | 0% | 0% | 3% | 97% |
| Otolaryngology | 0% | 0% | 0% | 99% |
| Pathology | 0% | 0% | 4% | 95% |
| Pediatrics | 6% | 3% | 7% | 84% |
| Physical Medicine & Rehabilitation | 1% | 0% | 1% | 98% |
| Physician Assistant | 18% | 30% | 30% | 21% |
| Plastic Surgery | 1% | 0% | 2% | 97% |
| Preventive Medicine | 1% | 1% | 7% | 92% |
| Psychiatry | 0% | 0% | 1% | 98% |
| Radiology | 0% | 0% | 0% | 100% |
| Resident | 1% | 1% | 9% | 89% |
| Surgery | 0% | 0% | 2% | 97% |
| Urology | 3% | 1% | 2% | 95% |
Virtual Rep-led Engagement Affinity by Age
Observations
The analysis of Virtual Rep-led engagement reveals a concerningly low level of strong affinity across most specialties, with many showing extremely high rates of limited affinity. For instance, obstetrics & gynaecology, anesthesiology, and cardiology exhibit limited affinity rates of 99%, 98%, 92%, respectively, indicating a critical lack of engagement through this channel. Conversely, physician assistants and nurse practitioners demonstrate higher strong affinity at 18% and 14% respectively, suggesting these groups may be more open to leveraging virtual interactions. The data underscores the urgent need for targeted strategies that can enhance engagement through virtual representative interactions, particularly in specialties where affinity is notably low.
The data on Virtual rep-led engagement by age also highlights low affinity levels across all groups, with limited affinity rates consistently high. HCPs under 30 years show a limited affinity of 77%, while those aged 70 and above reach 89%. The low strong affinity percentages, peaking at 5% across the youngest and oldest age groups, suggest that virtual rep-led initiatives are currently underutilized. This indicates an opportunity for healthcare organizations to develop innovative and tailored virtual engagement strategies that resonate with HCPs of all ages, aiming to break down barriers to participation and improve overall interaction effectiveness. Enhanced training and resource allocation may help facilitate a more favorable reception of virtual engagement methods.
Digital Affinity: The Content Dimension
Beyond channel selection, the content itself is a critical determinant of HCP engagement. Understanding HCP content preferences is essential for creating resonant and impactful messages. Content, like channels, varies widely in format and depth. Determining the optimal content mix requires a deep understanding of HCP content preferences. By analysing content performance metrics and gathering feedback, pharma companies can refine their content strategy to maximize engagement and drive desired outcomes.
| Specialty | Brand / Drug Awareness | Brand Consideration | Brand Efficacy | Brand Indication | Brand Safety | Clinical Studies on Safety/ Efficacy/ Scientific Evidence | Disease Awareness | HCP Resources - Drug Sample etc | Market Access | Mechanism of Action (MOA) | Patient Access | Thank you / We Missed you RTE / RTF | Treatment Awareness | Usage / Dosage & Administration | Patient Profile | Others |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Allergy & Immunology | 27.1% | 0.8% | 2.2% | 2.7% | 0.6% | 3.1% | 15.1% | 13.8% | 4.6% | 1.1% | 16.7% | 0.3% | 0.9% | 9.8% | 1.1% | 0.0% |
| Anesthesiology | 28.4% | 0.9% | 2.2% | 3.0% | 0.5% | 3.1% | 13.8% | 14.8% | 4.4% | 0.9% | 16.2% | 0.3% | 0.7% | 9.6% | 1.2% | 0.0% |
| Cardiology | 28.3% | 1.0% | 2.1% | 2.9% | 0.5% | 2.9% | 14.0% | 15.0% | 4.2% | 1.1% | 16.2% | 0.3% | 0.7% | 9.6% | 1.2% | 0.0% |
| Dentist | 23.0% | 0.6% | 1.5% | 3.0% | 0.4% | 2.8% | 15.7% | 17.2% | 4.3% | 0.8% | 19.0% | 0.3% | 0.5% | 9.9% | 1.1% | 0.0% |
| Dermatology | 17.2% | 0.9% | 3.5% | 3.1% | 0.3% | 2.6% | 28.6% | 13.6% | 2.6% | 1.2% | 16.4% | 0.3% | 0.8% | 7.2% | 1.6% | 0.1% |
| Emergency Medicine | 26.3% | 0.8% | 2.1% | 3.2% | 0.5% | 2.9% | 15.6% | 15.6% | 4.3% | 1.0% | 16.0% | 0.3% | 0.6% | 9.7% | 1.1% | 0.0% |
| Endocrinology, Diabetes, & Metabolism | 26.2% | 0.8% | 2.1% | 3.0% | 0.4% | 2.6% | 14.7% | 15.2% | 4.3% | 0.9% | 17.7% | 0.4% | 0.6% | 9.9% | 1.1% | 0.0% |
| Family Practice/General Practice | 26.3% | 0.5% | 1.7% | 3.1% | 0.3% | 2.8% | 17.5% | 18.1% | 4.0% | 0.5% | 14.5% | 0.3% | 0.5% | 8.9% | 0.9% | 0.1% |
| Geriatrics | 26.5% | 0.5% | 1.6% | 3.0% | 0.4% | 2.8% | 17.7% | 17.9% | 4.0% | 0.7% | 14.7% | 0.2% | 0.6% | 8.4% | 0.9% | 0.1% |
| Hospitalist | 23.6% | 0.7% | 1.9% | 3.5% | 0.4% | 2.9% | 17.1% | 17.2% | 4.3% | 0.7% | 16.0% | 0.4% | 0.5% | 9.6% | 1.1% | 0.0% |
| Internal Medicine | 26.9% | 0.7% | 1.7% | 2.9% | 0.4% | 2.7% | 17.1% | 16.4% | 4.1% | 0.8% | 15.4% | 0.3% | 0.6% | 9.1% | 1.0% | 0.1% |
| Medical Genetics | 24.9% | 1.2% | 1.9% | 2.4% | 1.2% | 2.9% | 14.5% | 16.3% | 3.6% | 1.5% | 17.9% | 0.3% | 0.8% | 9.7% | 1.0% | 0.0% |
| Medical Oncology | 32.4% | 0.8% | 1.4% | 3.8% | 0.6% | 4.7% | 9.2% | 17.8% | 6.1% | 0.8% | 11.6% | 0.4% | 0.4% | 6.9% | 1.5% | 1.6% |
| Midwives | 24.3% | 0.5% | 1.7% | 2.9% | 0.3% | 3.0% | 14.9% | 18.4% | 4.3% | 0.8% | 17.0% | 0.3% | 0.6% | 9.8% | 1.0% | 0.0% |
| Neurological Surgery | 27.5% | 1.0% | 1.9% | 3.0% | 0.3% | 2.9% | 13.1% | 16.0% | 4.6% | 0.9% | 17.1% | 0.4% | 0.6% | 9.5% | 1.3% | 0.0% |
| Neurology | 25.4% | 0.8% | 1.9% | 3.0% | 0.4% | 2.7% | 14.8% | 16.4% | 4.4% | 1.0% | 17.2% | 0.4% | 0.7% | 9.9% | 1.1% | 0.1% |
| Nurse Practitioner | 27.4% | 0.5% | 1.7% | 3.0% | 0.3% | 2.9% | 14.7% | 18.5% | 3.9% | 0.5% | 15.4% | 0.3% | 0.6% | 9.2% | 1.0% | 0.0% |
| Obstetrics & Gynaecology | 26.6% | 0.7% | 1.9% | 2.9% | 0.5% | 2.9% | 15.5% | 15.9% | 4.1% | 0.9% | 16.8% | 0.3% | 0.6% | 9.3% | 1.1% | 0.0% |
| Oncology Medical | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 100.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% |
| Ophthalmology | 24.4% | 0.9% | 2.6% | 2.9% | 0.4% | 3.4% | 17.2% | 14.5% | 4.5% | 1.0% | 16.5% | 0.3% | 0.8% | 9.3% | 1.3% | 0.0% |
| Optometrist | 27.5% | 0.8% | 2.1% | 3.3% | 0.5% | 3.1% | 14.7% | 15.3% | 4.5% | 0.7% | 15.7% | 0.2% | 0.7% | 9.5% | 1.2% | 0.0% |
| Orthopaedics | 28.5% | 0.9% | 2.2% | 3.1% | 0.5% | 3.0% | 14.4% | 14.9% | 4.1% | 0.9% | 16.1% | 0.3% | 0.7% | 9.3% | 1.1% | 0.0% |
| Otolaryngology | 26.6% | 0.9% | 2.3% | 2.9% | 0.4% | 3.1% | 14.9% | 15.3% | 4.1% | 1.0% | 17.6% | 0.3% | 0.6% | 8.8% | 1.2% | 0.0% |
| Pathology | 27.7% | 0.8% | 2.2% | 2.8% | 0.5% | 2.7% | 13.8% | 15.0% | 4.3% | 1.2% | 17.1% | 0.4% | 0.6% | 9.6% | 1.3% | 0.0% |
| Pediatrics | 23.2% | 0.7% | 1.7% | 2.9% | 0.4% | 2.7% | 16.5% | 16.9% | 4.1% | 0.9% | 18.1% | 0.3% | 0.6% | 10.0% | 1.0% | 0.0% |
| Physical Medicine & Rehabilitation | 26.7% | 0.8% | 1.9% | 3.3% | 0.5% | 2.9% | 14.9% | 15.7% | 4.1% | 1.1% | 16.4% | 0.4% | 0.5% | 9.5% | 1.1% | 0.0% |
| Physician Assistant | 26.0% | 0.5% | 1.7% | 3.3% | 0.3% | 2.8% | 15.7% | 18.8% | 4.1% | 0.5% | 15.3% | 0.3% | 0.5% | 9.2% | 0.9% | 0.0% |
| Plastic Surgery | 24.9% | 0.9% | 1.8% | 2.7% | 0.4% | 2.8% | 14.4% | 15.4% | 4.3% | 1.0% | 19.1% | 0.3% | 0.7% | 9.9% | 1.3% | 0.0% |
| Preventive Medicine | 25.1% | 0.5% | 1.8% | 3.0% | 0.3% | 2.8% | 15.4% | 17.8% | 4.2% | 0.7% | 16.9% | 0.3% | 0.7% | 9.8% | 1.0% | 0.0% |
| Psychiatry | 23.9% | 0.6% | 2.1% | 3.0% | 0.4% | 2.5% | 16.9% | 17.7% | 4.6% | 0.7% | 16.5% | 0.2% | 0.6% | 9.3% | 1.0% | 0.0% |
| Radiology | 29.5% | 0.9% | 2.0% | 3.1% | 0.4% | 3.2% | 13.7% | 14.7% | 4.2% | 1.0% | 15.8% | 0.3% | 0.7% | 9.3% | 1.2% | 0.0% |
| Resident | 24.6% | 1.1% | 2.2% | 2.2% | 0.0% | 1.1% | 16.9% | 15.8% | 4.9% | 1.1% | 17.5% | 0.0% | 0.0% | 12.6% | 0.0% | 0.0% |
| Surgery | 26.3% | 0.8% | 2.0% | 3.0% | 0.5% | 2.8% | 14.8% | 15.8% | 4.2% | 0.9% | 17.0% | 0.4% | 0.6% | 9.8% | 1.1% | 0.0% |
| Urology | 31.7% | 0.4% | 1.2% | 3.7% | 0.2% | 1.5% | 23.0% | 17.5% | 2.1% | 0.6% | 9.8% | 0.3% | 0.4% | 5.6% | 1.6% | 0.4% |
Observations
A deeper dive into content preferences reveals distinct patterns among HCPs. While "Brand/Product Awareness" leads the pack, accounting for 26% of content interest, it is essential to recognize the importance of other content categories. "HCP Resources - Product Sample etc." occupies a significant 17% share, indicating a need for practical tools and educational resources. Notably, "Disease Awareness" and "Patient Access" follow closely, each claiming a 16% share. These categories highlight a growing emphasis on patient-centric care.
Moreover, "Clinical Studies on Safety/Efficacy/Scientific Evidence" garners attention with a 10% share, reflecting HCPs' strong demand for data-backed information to support their treatment decisions. Interestingly, "Brand Consideration" remains low across specialties, suggesting a critical opportunity for targeted engagement strategies to enhance brand presence. The low engagement levels across many content categories, particularly with "Limited Affinity" at over 70% in several specialties, indicate a pressing need for more relevant and accessible educational materials to foster deeper connections with HCPs.
Overall, these insights underscore the importance of addressing both brand and patient-focused content to effectively engage healthcare professionals. By prioritizing high-interest areas, companies can cultivate deeper connections and better support HCPs in their decision-making processes.
Conclusion
This report highlights the urgent need for a data-driven, personalized approach to healthcare professional (HCP) engagement. By categorizing HCPs into digital enthusiasts, regulars, explorers, and novices, pharma companies can tailor their strategies for maximum effectiveness. Integrating digital and traditional channels, grounded in a comprehensive understanding of HCP needs and preferences, is essential for achieving long-term success.
Investing in robust data analytics and customer-centric strategies enables pharma companies to unlock the full potential of digital engagement, fostering enduring partnerships with HCPs.
Authors
