Insights into Pharma Market Trends and HCP Channel Preferences - Year Two Results Out Now
About the HCP Channel Trends Project
The DHC Group and partner Healio Strategic Solutions have completed the 2nd annual survey of over 1,000 HCPs designed to assess whether the tactics and spend pharma companies invest in are effectively meeting the needs of HCPs who engage with omnichannel models. The year two results were released on September 28, 2023 at the DHC Summit hosted with Novo Nordisk. Joining Healio’s Andrea Gaymon was CMI Media Group’s Brian Cunningham.
“Pharma continues to have an opportunity to help keep patients at the center. HCPs still lean on Pharma to really help deliver the right materials to support their patients. Continue doing that, listening to what their needs are, and delivering, that’s going to continue to help them do their job.”
– Brian Cunningham, SVP, Group Media Lead, CMI Media Group
ARCHIVE OF YEAR ONE RESULTS
About the Project
The DHC Group and partner Healio Strategic Solutions have 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. This project uses a survey model that will be repeated 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.
On-Demand Webinar
Pharma Market Trends – Transformation, Budget Shifts, and Field Force
Some key takeaways on how pharma execs see that playing out include:
- 74% expect an increase in spending on social media for HCPs
- 71% expect an increase in spending on non-personal promotion (digital/remote)
- 59% expect an increase in digital tools for reps to connect with HCPs online
And speaking of the field force, results indicate that marketers predict a continued shift from personal to non-personal promotion, with the goal of having the two work together through the help of digital tools. When give the opportunity to explain in their own words, key ideas emerged such as:
“The field force evolved dramatically in the early days of the pandemic…and the past 12 months have been about seeking the “next” normal. They are getting out, pushing transformation, and continuing digital interactions where it makes sense…but getting access to customers is a continuously evolving challenge.”
“Field reps are learning to use other tools to reach their customers rather than traditional face to face. They are learning how to be part of a bigger picture…with many channels not controlled by them. They are learning to follow suggestions generated by home office AI.”
Physician Insights – Social Insights, Resources, and Customer Experiences
- 82% of physicians reported consuming clinical information on new products, treatments, and therapies from online or offline articles and journals, with 64% and 56% using emails and webinars respectively.
- 41% indicated use of video a clinical information resource, a data point that it will be interesting to watch in following waves of the study
- 70% have used social media platforms for clinical content, education or professional resources in the last year.
- 68% of HCPs surveyed indicated it is important to them to access “Peer-to-Peer” information as a clinical resource
- 89% indicate using a physician portal (ie Up-to-Date) as a resource for clinical information, with a combined 79% indicating a daily (39%) or weekly (40%) frequency of use
- 15% predicted an even heavier reliance on this tool in 2023, with another 81% planning to maintain current usage.