Interview

Engaging Audiences Through Marketing Innovation

Matthew Holland

adrienne stevens
Adrienne Stevens, EdD
virtual launch
Overview

Spotlight on Recent HCP Research

The DHC Group recently welcomed new member Healio Strategic Solutions, and this month we had the opportunity to sit down with Matthew Holland (Chief Commercial Officer) and Adrienne Stevens, EdD (Head of Scientific Strategy) to learn more about how they are impacting healthcare provider (HCP) marketing innovation. Together, we discussed the data from three different surveys Healio Strategic Solutions conducted via email and completed by physicians across all specialties, with input from NPs and PAs as well. Highlights from those surveys can be found at the bottom of this interview.

Healio Strategic Solutions (HSS), a Wyanoke Group Company, is a full-service medical communications company providing tailored information and education to physicians worldwide with exclusive access to specialty HCP through the Healio Network. Healio is a long-established physician resource with a print communication legacy. Their pivot to a more digitally centric platform pre-dated the COVID crisis, and adoption continues to accelerate.

Interview Focus:

Interview

DHC Group

“When asked about access to medical information, HCPs surveyed indicated that they are more dependent on online medical information than ever before; 55% reported that disease state education is their primary choice among all online clinical topics, followed by new data typically presented at medical congresses (27%). How aggressive a shift would you say that is? In your estimation, what is the leading implication of these two data points for a pharma marketer making plans for 2021?”

Healio Strategic Solutions

Matthew Holland (Chief Commercial Officer)
Adrienne Stevens, EdD (Head of Scientific Strategy)

“We think this is an aggressive shift and one that is likely to continue in 2021 as uncertainty continues around the future of in-person medical conferences, the ROI associated with virtual conference platforms, the deployment of medical and commercial field forces and “Zoom fatigue”.  The question we try and answer every day is how we can leverage our relationships with physicians and healthcare thought leaders to support the educational needs of our users, while addressing the goals and objectives of industry.   

HCPs come to Healio for information that is fair-balanced, based on their scientific interests, and presented in context to guidelines and the current clinical landscape. Platforms that provide multiple formats to accelerate education are popular and time saving. These are the factors we consider when creating innovative learning resources.”

DHC Group

“You also did a survey on HCP telehealth use now and gave respondents an opportunity to forecast their continued use of telehealth in the post-pandemic world. This is a topic that we have spent quite a bit of time on with our membership over the past several months. Your data show that 91% of physicians have increased their use of telehealth since the start of the pandemic. This is certainly consistent with what we are hearing as well.

When you asked physicians for which aspects of patient communication and care they are most likely to use telehealth, did the results surprise you? Any aspect of their preferences reflected in the data that you think marketers should act on first?”

Healio Strategic Solutions

Matthew Holland (Chief Commercial Officer)
Adrienne Stevens, EdD (Head of Scientific Strategy)

“At the outset of the pandemic, telehealth was critical to maintaining some level of patient care and access for providers to their patients.  While utilization of telehealth has started to normalize we think it will be an important tool going forward.  Recognizing that respondents were most likely to use telehealth for medication relation concerns (73%), managing chronic conditions (64%) and phone triage in acute care (44%) as compared to adult well-checkups, routine diagnostic screenings, initial physician consultations, and pre/postoperative care.”

DHC Group

“A third study you completed looked at the human side of the HCPs during the COVID-19 crisis. You had very interesting insights into how physicians have been impacted and how they are keeping up with new information as it becomes available. For example, 79% of respondents reported that online learning would change and a similar 74% indicated that they engage more with virtual formats since the emergence of COVID.

Yet, with the challenges of school-aged children at home, the flu season, and unprecedented workplace demands, 68% noted that having enough time was the biggest deterrent to using online education. As experts in physician learning and how to reach them best, what about these data are most compelling to you? How are you positioning Healio to best meet physician needs for education in this unique time?”

Healio Strategic Solutions

Matthew Holland (Chief Commercial Officer)
Adrienne Stevens, EdD (Head of Scientific Strategy)

“More and more there is increased importance in deciphering the wealth of data related to the types of formats HCPs want. More sophisticated analytic tools and positive user experience gives us an edge to continually improve. On the other hand, our audience is not shy about telling us what they want. Through conversations with HCP across all therapeutics over the United States, we pilot programs and seek opinions to address clinician needs to enhance their knowledge and medical practice.”

SUPPORTING INFOGRAPHICS:
A summary of medical education preferences among Healio HCPs from all 3 surveys.

telehealth survey

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