Joint Digital Health Coalition, Healio Strategic Solutions Survey Uncovers Valuable Insights into HCP Channel Preferences and Pharma Marketing Trends
[Thorofare, NJ] September 2022 –Survey findings recently presented at the DHC Summit provided pharma marketers with actionable insights on how to best reach healthcare professionals (HCPs) with their messages and tactics. Healio Strategic Solutions (HSS), a Wyanoke Group company, and The DHC Group jointly conducted two surveys of HCPs and pharma company brand marketers to assess whether the tactics and spend pharma companies invest in are effectively meeting the needs of HCPs who engage with omnichannel models.
Both surveys sought to gain a full understanding of the post-pandemic relationship between HCP consumption behaviors and pharma marketing efforts. The HCP-focused survey yielded nearly 1,000 responses from physicians, residents, and PAs across all specialties. The pharma-focused survey yielded responses from 70 pharma executives across 25+, small-to-large-sized companies. Mark Bard, Co-Founder of The DHC Group, and Adrienne Stevens, Ed.D., MBA, VP, Head of Scientific Strategy at Healio Strategic Solutions, presented the survey data to pharma marketers at the DHC Summit on Thursday, September 29. “The delivery of medical education and clinical resources has significantly changed post-pandemic. Clinicians are eager to engage with their peers and colleagues through a variety of tactics that match their lifestyles. Physicians have embraced new delivery methods of obtaining clinical information, provided the content is concise. With the advent of social media and more creative ways to educate, the healthcare community is open to engaging with trusted sites that coordinate and integrate relevant content,” shared Stevens.
The goal of the project was to create a survey model that could be used annually to continuously evaluate the learning behaviors and needs of HCPs and advise pharma companies on the best tactics for reaching HCPs and providing solutions to their pain points. “At DHC, we strive to provide pharma marketers with actionable insights for developing outreach and engagement strategies. That means we need to have our finger on the pulse of what’s happening on the physician’s side. Partnering with Healio Strategic Solutions was ideal as their connection to Healio’s global audience of HCPs provided us with the opportunity to gather valuable data we couldn’t access otherwise,” said Bard. “We couldn’t have found a better partner to collaborate with on this effort. We’re excited about the success of this inaugural survey and look forward to seeing how it evolves over time,” said Matthew Holland, Chief Commercial Officer, Healio Strategic Solutions.
For the full survey results, contact Matthew Holland at [email protected].
About Healio Strategic Solutions
Healio Strategic Solutions (HSS) connects life sciences companies with Healio’s global audience of HCPs through customized omnichannel solutions. For more information, visit Healio Strategic Solutions.com.
Healio is a multichannel information platform, providing health care specialists with tailored news, information and education in support of their daily practice of medicine. An in-depth, clinical information resource, Healio brings together award-winning news reporting with expert perspectives, dynamic video, podcasts, Q&A columns, CME and other custom educational activities, blogs, peer-reviewed journals and a wide range of popular medical book titles all in one place. For more information, visit Healio.com.