Pharmaceutical companies have a significant opportunity to deepen their relationships with HCPs by focusing on more personalized and targeted communication, enhancing patient support programs, and leveraging digital tools to improve the delivery of information.
As part of the 'Understanding HCP Channel Trends & Preferences' whitepaper, DHC Group and Healio surveyed HCPs on the areas where they expect to incorporate AI tools into their practice over the next year. The highest levels of anticipated AI adoption were reported in diagnostic aids (56% of respondents), followed closely by note writing and documentation (55%), and the integration with EMR systems (54%). Additionally, a significant portion of respondents also indicated plans to use AI for algorithm development and implementation (46%) and patient/professional education (45%), underscoring the broadening role of AI across various aspects of clinical practice.
Recent findings highlight the importance of personalization and understanding in refining pharma's approach to HCP engagement:
a. Content Relevance: HCPs seek more tailored, practice-specific content, despite acknowledging pharma's efforts.
b. Understanding HCP Realities: Bridging the gap between pharma's perception and HCPs' daily challenges is crucial for effective communication.
c. Customized Interactions: HCPs prefer personalized engagement across multiple channels.
d. Patient Education Materials: High demand exists for in-office and take-home resources supporting patient consultations.
e. Support Programs: HCPs value medication discounts and patient assistance programs.
f. Digital Tool Utilization: Leveraging AI, mobile apps, and online platforms is increasingly essential for efficient information dissemination.
For marketing and medical affairs professionals, the message is clear: success lies in delivering personalized, relevant content through an omnichannel approach while providing tangible support for patient care.
How is your organization adapting to meet these evolving HCP needs:
AstraZeneca, Novartis, Sanofi, Gilead Sciences, Zoetis, Daiichi Sankyo Europe GmbH, Chugai Pharma Europe, Takeda, CSL, SUN PHARMA, BeiGene, Otsuka Pharmaceutical Co., Ltd., UCB, Eisai EMEA, Glenmark Pharmaceuticals, Aspen Pharma Group, Cipla, Reckitt, Teva Pharmaceuticals, Haleon, Abbott, Danone, AbbVie, Novo Nordisk, GSK, Nestlé, Bayer - to name a few.
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