How can you overcome obstacles of HCP engagement to increase your ROI, and get a bigger slice of the pie?
Knowing exactly who your HCP is, down to the most granular detail, provides the foundation for a larger market share. Acquiring data unique to each HCP allows you to create meaningful content, deliver that content at a time when HCPs are most likely to consume it, and ultimately propel customer engagement and sales.
It might seem futuristic to be able to tell your advertisers "x" amount of HCPs are viewing specific ads and you can all but guarantee a favorable response.
It’s not. Advancements in audience identification are providing those granular insights right now. Disruptive technology can "tag" HCPs and document each individual’s digital journey. Reports are available in real-time, allowing for more effective, efficient communications.
The technology itself isn’t a miracle worker, though. These six factors are fundamental components of successful HCP engagement.
In HCP marketing, no size fits all. HCPs are often interested in a wide array of topics, and thanks to tagging technology, you can fine-tune messages at an individual level.
1) Where Are You From, Where Are You Going?
Knowing the specifics of an HCP allows you to hone in on the detailed information he is seeking. Where is he now? What is he looking for?
- Login is no longer required to capture essential intel, such as first and last name, state of residence, and NPI number.
- Identify interests of generalists vs. specialists. A generalist may research dosing details, while a specialist might prefer access to clinical trials.
- Drill down to the day of week and even time of day an individual HCP is most likely to engage.
2) No Size Fits All
Discount retailers take a "one size fits all" approach, because they can afford to market to the masses. In HCP marketing, no size fits all. HCPs are often interested in a wide array of topics, and thanks to tagging technology, you can fine-tune messages at an individual level.
- Once forced to serve up hit-or-miss content, you can now customize content based on an HCP’s individual interests.
- An HCP realizes (and appreciates) that you’re truly listening to her needs, resulting in continued engagement.
- BONUS: Improved quality of care and patient outcomes. The industry is transitioning from fee-for-service to performance-based reimbursement models. Everyone wins.
3) Keep the Blasts in the Past
Busy HCPs have neither the time nor the energy to wade through pages of material to find what they need. Similarly, an email blast is more likely to impede than intrigue.
- Once you’ve captured an HCP’s interests, you can customize content for future interactions.
- The key to follow-up communications is customization, regardless of whether it happens in the next hour, next day, or next week.
- Creating a website experience that caters to an individual HCP results in a deeper loyalty to products, as well as enhanced quality of patient care.
4) Location, Location, Location
Conferences and other events provide prime opportunities to connect with HCPs and drive sales. Comprehensive HCP data allows you to tailor invitations based on location, rather than overwhelming potential guests with every single city on the circuit.
- Non-relevant information can turn off an HCP to your overall message. Not everyone everywhere needs the same things.
- Be cognizant of an HCP’s location and communicate appropriately. Targeted and timely invitations significantly increase likelihood of attendance.
- Treat every HCP like she’s a VIP, whether a loyal customer or a promising prospect.
5) Arm Your Sales Rep
More than a courtesy, an informed conversation with your sales rep is the new normal.
- Precise physician-level data aids reps in knowing what content is most important to an HCP.
- Sales reps are able to make smarter decisions and thus support an HCP with relevant and meaningful information.
- Preparation provides added value for the very limited time sales reps have with an HCP.
6) Be Ad-Accountable
Let’s connect the dots: get more relevant messages in front of HCPs at a time when they’re most open to receiving them.
- Random ad buys with the “hope” the campaign reaches the appropriate audience is becoming a practice of the past.
- Pertinent ad placement allows HCPs to keep up with fast-paced healthcare changes.
- Knowing, with certainty, who is exposed to content results in greater ROI.
Understanding the needs of an HCP isn’t rocket science, nor is it brain surgery.
In fact, with some assistance in the audience identification department, you’ll be able to determine if an HCP is a brain surgeon who just happens to have an interest in rocket science.
That’s how you turn cents into dollars.