The boost in engagement with HCPs for pharma’s early adopters was attributable in large part to the interest in the new device. Savvy marketers moved next to focus on better content but are finding the use of custom apps expensive and difficult to manage. Source: Based on Intouch and Allora Health Engagement Data
REACHING HCPS ON SMARTPHONES AND TABLETS
In What Physicians Want and Need from Pharma, a 2012 report on promotional access and preferences of physicians from CMI/Compas, we took a close look at the kind of digital content that physicians are consuming and when they are accessing it. Among our findings:
Medical databases are the preferred online channel.
Databases such as PubMed, Epocrates, UpToDate, and MDLinx are the most searched direct online sources for medical information across specialties.
Time of day is as important as medium.
The best time to reach most physicians is in the evening (64% for cardiologists, 61% for general/family practice) followed by weekday office hours (30% or 39%, respectively). The least popular time is during weekend office hours.
Mobile access is preferred during the workday.
Most doctors appreciate diagnostic information and other patient-centric resources via mobile during the workday, which is their second most preferred time for accessing the Internet for professional purposes and the most preferred time for accessing medical databases and pharma company websites.
Evening is catch-up time.
Online medical journals are most often accessed during weekday evenings when physicians prefer to read up on the latest medical developments.
No time off from the Internet.
“Weekends, during time off” preferences include the use of medical databases, online medical journals and physician online communities.
Multi-channel is still the best approach.
General/family practice physicians were analyzed to assess multi-channel opportunity. 96% are accessible through direct mail, 45% desktop media, 77% digital/mobile, 60% office reference, 82% journals (online and print) and 69% email.
