Closeup of doctor on tablet
HealthApril 20, 2021

How will HCP media consumption evolve in a post-COVID-19 world?

Get the insights you need about clinicians’ new perceptions of medical advertising. Discover what is driving them to specific types of content in a post-COVID-19 healthcare environment.

For many healthcare practitioners (HCPs), their COVID-19 response resembled laying down train tracks as a train was fast approaching. A timely response meant forgoing daily reviews of medical journals and instead engaging in informal peer discussions, combining techniques to understand what is effective, and accumulating informal bodies of knowledge to drive the best results possible in their own practices.

As the crisis subsides, clinicians acknowledge they may revert back to some of their previous daily content consumption habits. But their newer habits of necessity raise questions about the long-term implications for content consumption among HCPs.

In a recent virtual roundtable discussion hosted by Vikram Savkar, Vice President and General Manager, Medicine Segment for the Health Learning, Research & Practice business at Wolters Kluwer, he was joined by three senior clinicians as they shared firsthand insights into their own content consumption habits during the COVID-19 crisis. Their insights will help advertisers shape their content strategies for engaging HCPs in 2021 and beyond. The discussion is now available on demand.

Three ways brands can connect with clinicians moving forward

Although all clinicians expect to resume past habits of reviewing journals and papers, they have been awakened to — and grown more comfortable with — new channels and online forums they expect will continue to draw their attention into the future. The following are three related themes from the discussion, including advice for brands hoping to engage clinicians successfully in this new media environment.

1. Explore new channels for clinician engagement

During the discussion, clinicians noted they were more open to alternative channels to get information and practical insights that might help them in their practices during the crisis. Although the pandemic will subside, they expect to continue using social media channels, online groups, and resources featuring contributors from all over the world to engage with other clinicians and find what’s working.

2. Build a reputation through peer endorsements

Clinicians noted content with the greatest impact features testimonials or results from real clinicians’ use cases, where peer endorsements or proven successes go a long way to persuade them to use new products. Content that is distracting or attempts to “show off” is less likely to be successful.

3. Establish relationships built on trust

Engaging clinicians successfully means building trust. As one clinician notes, trust in any relationship means sharing flaws and showing vulnerabilities. This may be counterintuitive for modern advertisers, but it is essential given the challenges and risks clinicians face every day.

Additionally, marketers and sales representatives should look to build personal relationships with clinicians based on individual needs and priorities. That includes being available when clinicians have specific questions, rather than treating those interactions like they are happening for the first time each time.

Access the roundtable discussion on demand today.

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