Educational content helps close knowledge gaps for HCPs, building trust and strengthening brand relationships. This article covers strategies like using digital tools, diverse formats, and thought leadership to engage HCPs and improve patient care.
Medical knowledge doubles approximately every 73 days, according to a past academic estimate. This pace of change, combined with the work-related time limitations of healthcare professionals (HCPs), can lead to gaps in HCPs’ clinical and practical knowledge. Creating accessible, educational content is an effective way to build meaningful relationships with HCPs as a result.
In fact, industry partners that provide high-quality, evidence-based educational resources can become valued partners to HCPs. These partnerships can become deeper relationships—based on trust rather than transactions—that support better patient outcomes and sales.
5 knowledge sharing strategies for engaging HCPs
Industry partners can adopt a targeted approach involving concise, practical educational content to help. Here we identify five strategies for industry partners hoping to help close gaps in HCPs’ clinical knowledge and build more productive connections in the process.
1. Create content with clinical value
Effective educational content bridges the gap between evidence and implementation. Resources should be grounded in current clinical evidence while acknowledging areas of uncertainty. This requires careful scientific review and transparent citation of relevant clinical literature. When HCPs recognize these quality standards, they may develop trust in both the content and its provider.
Valuable educational content also helps translate knowledge into practice. HCPs who trust in clinical results are more likely to act on that evidence in daily decisions with patients. For example, decision-support tools, treatment algorithms, or patient communication resources can make it easier for HCPs to apply evidence-based approaches in clinical settings. Content that acknowledges practical limitations demonstrates an understanding of HCP needs as well.
2. Take a digital approach to HCP education
Digital transformation has changed how HCPs access educational content. Interactive, multimedia resources delivered through digital channels now form an essential part of HCP engagement strategies, with clear advantages for HCPs.
For example, digital platforms allow for more engaging educational experiences. Interactive eBooks allow for the exploration of clinical data through visualizations and multimedia. Industry partners can create guided walkthroughs of clinical scenarios with expert commentary as well.
Digital content also offers flexibility in how HCPs access information. Rather than being limited to scheduled events or scarce physical materials, digital resources can be accessed at the point of need—whether between patient consultations, during clinical rounds, or during study time. This just-in-time learning increases the likelihood of HCP educational content consumption.
3. Provide educational formats for different learning needs
HCPs have varying educational needs based on specialty, experience level, practice setting, and learning styles. An effective strategy provides content in multiple formats that serve different purposes.
Some clinical topics require in-depth exploration through comprehensive resources like detailed eBooks, chapter collections, or extended case studies. These serve HCPs seeking deep understanding of clinical areas or preparing to implement new approaches.
Many clinical situations call for focused resources addressing specific questions. Concise chapters, expert summaries, clinical updates on emerging evidence, or targeted patient education materials can support immediate needs while respecting time constraints. For example, 83% of cardiologists expressed interest in expert summaries, according to a past Wolters Kluwer study.
Educational content with interactive elements and self-assessment enhances knowledge retention. Interactive case studies that allow HCPs to work through clinical scenarios, test their reasoning, and compare their approach to expert recommendations create engaging learning experiences.
4. Include thought leadership in educational content
Healthcare professionals value peer perspectives, particularly from recognized experts. Collaboration with Key Opinion Leaders (KOLs)—whose knowledge is more likely to resonate with HCPs—enhances credibility and impact. These thought leaders bring clinical expertise and understanding of real-world implementation challenges.
Effective formats include virtual roundtable discussions bringing together experts to explore clinical topics, video series featuring KOL perspectives, and guided case reviews where experts analyze patient scenarios. Each approach uses expert credibility to enhance educational value.
The most effective collaborations involve genuine co-creation of content. When KOLs help identify knowledge gaps, develop educational objectives, and create content addressing implementation challenges, the resulting resources have greater practical relevance.
5. Creating educational resource centers
Individual resources can have a greater impact when presented as part of a coherent collection. Educational resource centers that bring together complementary materials on related clinical topics create a comprehensive learning experience while simplifying access.
A well-designed resource center includes various media formats and patient-centric resources such as assessment tools and treatment guides. Together, these elements address various aspects of clinical practice.
The value of educational content decreases if HCPs cannot easily find relevant resources. Effective centers feature intuitive navigation, good search functionality, and thoughtful organization of content. Many incorporate personalization that suggests relevant content based on specialty or interests.
Education as a foundation for lasting HCP relationships
An ongoing educational content strategy fosters more than individual interactions. Industry partners that support HCPs’ clinical practices and professional growth can build real, lasting relationships with those providers. In doing so, they create a shared commitment to collaboration to improving patient outcomes.
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