Esther Van Hulten

The landscape of healthcare provider (HCP) engagement has undergone a fundamental transformation. While traditional face-to-face interactions remain valuable, today’s HCPs interact across multiple channels throughout their day—from websites to social media platforms, professional forums, and digital portals.

This evolution demands a sophisticated approach to engagement that meets HCPs where they are with content that adds value to their practices. As the industry continues to evolve, the challenge lies in delivering personalized engagement while respecting individual preferences and privacy requirements.

The complexity of HCP engagement varies significantly across global markets. While data shows that approximately 39% of HCPs still value face-to-face visits, this figure fluctuates dramatically by region, ranging from 20% to 60%, depending on the country and cultural context.

 This variation highlights a critical insight: there is no one-size-fits-all approach to HCP engagement.

Even HCPs who prefer in-person interactions often appreciate different channels for different purposes. Medical education, training, and certifications are increasingly conducted through digital channels, while other interactions might benefit from a personal touch.

Generational differences also play a role in shaping engagement preferences. Newly graduated HCPs, for instance, have different habits and more frequently use digital channels to access medical information. These varying preferences create a complex matrix of engagement opportunities that pharmaceutical companies must navigate thoughtfully.

The key is understanding specific preferences for different types of engagement and content. Advanced technology tools can help marketers develop specific HCP profiles to show how they navigate the digital world, clarifying ideal engagement channels and topics in the moment.

The challenge extends beyond simply identifying preferred channels; it’s about understanding the optimal channel for each type of interaction, as well as the best possible sequence.

For instance, an HCP might prefer initial product information through digital channels but value face-to-face discussions for deeper clinical conversations. Understanding these nuanced preferences is critical for creating effective engagement strategies.

Successful HCP engagement begins with comprehensive insights on HCP behavior and preferences. This means understanding their digital footprint—which medical websites they visit, which virtual webinars they attend, their social media presence, chosen professional networks, topics that interest them most, etc. A holistic view enables life sciences companies to go beyond HCP archetypes by adding scientific and digital insights to define personas, preparing them for compelling and resonant personalized engagement.

A sophisticated engagement strategy now requires real-time processing of preference changes, especially as HCPs become more selective about their digital interactions. When an HCP modifies their communication preferences or opts out of certain channels, this information must be immediately reflected across all engagement platforms to ensure compliance and maintain trust. At the same time, it will allow companies to reflect those changes in their omnichannel strategy and adapt future actions.

Effective engagement also relies on understanding the interconnections between different touchpoints. For example, an HCP’s interaction with medical education content might inform the timing and content of subsequent commercial communications. This interconnected view helps ensure that each interaction builds upon previous engagements. Ideally, every touchpoint should prepare the target for the next interaction in the sequence.

Finally, the integration of behavioral insights must respect privacy preferences, particularly in markets with strict data protection regulations. In Europe, for example, regulations limit how often and in what form industry can communicate with HCPs, creating liability if mandated privacy practices aren’t sufficiently incorporated into engagement strategies.

The industry is witnessing a significant shift from push to pull engagement models, in which HCPs increasingly drive the interaction. Therefore, having a large volume of available channels is key to generating omnichannel efficiencies because it guarantees effective scale and coverage, addressing HCPs where they are and providing the information they seek.

This evolution requires a more sophisticated approach to content delivery and channel selection. The goal is to create fluid digital journeys that allow HCPs to seamlessly access information across every platform they interact with.

Authentication and access management become important components of this seamless experience. HCPs should not need to continuously identify themselves or navigate complex registration processes, as consent agreements are repeatedly requested across different platforms. Implementing this requires sophisticated integration of identity management across various digital touchpoints while maintaining strict privacy and compliance standards.

Success means moving beyond simple metrics like click rates and open rates. While these measurements have their place, true engagement success should be measured by whether the interaction achieves its intended objective—whether that’s increasing product understanding, facilitating patient case discussions, or building long-term relationships with key opinion leaders.

The quality of content and timing of its delivery are equally important. For example, when implementing a multi-channel campaign, companies must consider not just the content itself but the optimal sequence of delivery across channels, creating an effective “channel loop” that continually provides the right content to the right person at the right time. A webinar invitation might be more effective following an HCP’s engagement with related medical content, creating a natural progression in the learning journey. Ultimately, companies must deliver involved and complex information in an orchestrated and balanced way to sustain a long-term relationship. Meanwhile, content plans must leverage new ways of thinking, uniting concepts of personalization capabilities, user experience, and content analytics.

The effectiveness of HCP digital engagement strategies must be measured at multiple levels. For webinars and virtual events—core elements of your initial channel list—this means tracking not just attendance but duration, interaction quality, and follow-up requests. For content platforms, success might be measured by return visits, time spent with materials, and the progression of HCPs through their digital journey.

Each stage of engagement requires its own success metrics. Initial engagement might be measured by open rates and registration numbers, but deeper engagement metrics might include the quality of questions asked during interactive sessions, requests for additional information, or participation in follow-up activities. These layered metrics provide a more complete picture of engagement effectiveness.

Before launching any large-scale engagement initiative, it’s crucial to test communication strategies to evaluate response patterns and identify possible areas for optimization. This approach helps prevent potential negative reactions and ensures that the engagement strategy aligns with local market expectations and cultural norms.

The future of HCP engagement points toward increasingly sophisticated personalization and preference management. This includes:

Enhanced ability for HCPs to curate their own information consumption journey

More sophisticated integration of preferences across platforms and channels

Real-time adaptation to changing HCP needs and behaviors

Stronger focus on building trust through respect of preferences and protection of privacy

Success depends on finding the right balance between personalization and privacy. This means not just collecting preferences but demonstrating respect for those preferences through every interaction. Cultural sensitivity is particularly important, as different markets may have varying expectations for data privacy and communication frequency.

We’re seeing the emergence of more synchronized engagement workflows. For example, an HCP’s interaction with educational content might trigger a coordinated sequence of follow-ups across multiple channels, each building on the previous interaction while respecting their preferred communication patterns. This orchestration requires a smart technology infrastructure coupled with a deep understanding of local market dynamics and individual preferences.

As engagement technologies become more sophisticated, sales representatives and marketing teams need regular updates on best practices, privacy requirements, and effective use of engagement platforms. This human element remains crucial, even as automation and artificial intelligence play increasingly important roles in engagement strategy.

The transformation of HCP engagement represents one of the most significant shifts in recent years. Success requires a delicate balance: leveraging refined technology while maintaining the human touch, delivering personalization while respecting privacy, and providing consistent experiences across channels while adapting to local market needs.

Organizations that thrive in this landscape will be those that build their engagement strategies on three fundamental pillars: comprehensive behavioral insights, seamless technology integration, and deep awareness of HCP preferences. Moving forward, the focus must remain on creating value while fostering the trust that underpins all effective commercial relationships.

The future belongs to those who deliver truly personalized experiences while navigating the complex landscape of global privacy regulations and professional expectations. This means not just implementing the right technology but fostering a culture of continuous learning and adaptation to meet the evolving needs of HCPs worldwide.

Esther Van Hulten is Vice President & General Manager, Global Reference Info & Digital, at IQVIA

1. ChannelDynamics Global Reference 2024. October 2024. 

ChannelDynamics Global Reference 2024 - IQVIA

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