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Context
A pharmaceutical company was seeking to improve their reach and impact across communication channels, knowing doctors are overworked and overwhelmed.
Challenge
Pharma companies’ outreach efforts span many channels, and pharma is organizationally siloed. The result is that doctors are often receiving the same information in person and digitally, through Reps and MSLs, adding to their frustration and creating an inability to identify what is valuable.
Our Approach
To optimize credibility and reach with physicians, outbound pharma communications across the board need to be curated, personalized, and limited. The trusted rep is the linchpin. Content that feels generic, highly promotional, or lacking in evidence-based backing will not get HCPs attention. Personalization matters. Duplication creates disengagement.
APPROACH HIGHLIGHTS
- Analysis / synthesis of themes identified in HCP’s reactions to their real-life communications experiences.
- Video-recorded responses from GPs and specialists as they navigate their daily experience with all communications received.
- Ethnographic interviews including behavioral interviewing techniques, such as metacognitive exercises
Our Impact
Equipped with detailed diary accounts of what doctors’ real-time experience is, feeling bombarded 24/7, the client team has identified new strategies to focus efforts, exit undesirable channels and optimize their communications to deliver on doctors’ wishes for a more personal and curated communications experience.
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