Meeting the needs of HCPs has always been a complicated matter. That is largely because HCPs are human beings, just like the rest of us! They have distinct patient populations and specialities, but they also have their own personal preferences and needs.
For life science companies, this can be an opportunity or a weakness. If a brand is capable of understanding the nuances between the HCPs they serve, they can provide better materials, engagement, and overall value. If they can’t — their communications will come off tone-deaf or generic.
The last couple years have caused even more fragmentation, with many reducing or eliminating rep access to clinics. Even when a brand successfully reaches an HCP through cross-channel efforts, 57% of HCPs feel that their needs are not being met or even understood.[1]
Gaining a 360-degree view of patients and providers
Simply understanding their patient population better would fuel improved materials and value for many physicians. From adherence to Social Determinants of Health (SDOH), HCPs are driven to improve the lives of their patients. To serve as true partners in driving better outcomes, understanding patients is essential.
Beyond patient population data, we must never forget that HCPs are unique individuals themselves. They have varying levels of comfort with technology. Some may enjoy the freedom of an empty nest while others share carpool duties. The format of the content can make the difference between an HCP even accessing your content, let alone finding value in it.
Time to uplevel HCP engagement using insights
Applying diagnosis codes and filled script data is table stakes. Even personalization by specialty or clinic size is commonplace. Sophisticated life science brands are looking at new datasets to fill the gaps in what they understand about their Health Care Provider partners:
- Demographics (age, gender, marital status, presence of children)
- Confidence using technology
- Personal finance data including income and net worth
- Attitude toward travel
- Channel preference
- Content format preference
- Office role (owner vs. employee)
To learn more about how data can unlock better value for HCPs, check out the full HCP Whitepaper: Data is Key to HCP Engagement. If you would like to learn more about how AnalyticsIQ is driving healthcare intelligence today, visit our Health page to access a number of resources. Looking for a partner to strategize on a specific use case? Please reach out to us at sales@analyics-iq.com. We love collaborating on new ways data can serve as a solution to complex challenges. Let’s talk!
[1] https://www.accenture.com/us-en/insights/life-sciences/coronavirus-changing-pharma-hcp-engagement