Peer-reviewed content remains one of the most trusted influences on physician decision-making. For pharma and device marketers, reprints and ePrints offer a practical way to extend that evidence across field, digital, conference, and follow-up channels while supporting measurable HCP engagement.
Reaching specialists is only part of the challenge for pharma and medical device marketers. Ensuring clinical evidence remains visible, credible, and accessible across key touchpoints often determines whether a message resonates or gets overlooked. Yet clinicians continue to rely on peer-reviewed evidence when evaluating treatment decisions. That creates a clear opportunity for pharma and medical device marketers to build more credible campaigns around trusted clinical content.
Reprints and ePrints help translate clinical evidence into usable campaign assets. By extending the same peer-reviewed content across field interactions, digital campaigns, conferences, and resource hubs, they can help teams carry the same evidence-based message across key HCP touchpoints.
Reprints vs. ePrints: What's the difference?
Reprints are printed copies of peer-reviewed journal articles used in field conversations, conferences, and educational settings.
ePrints are licensed digital versions of peer-reviewed articles that can be distributed through approved digital channels and measured for engagement.
Together, they help marketers use the same clinical evidence across both in-person and digital channels.
Why peer-reviewed evidence continues to influence HCP decision-making
Peer-reviewed content consistently ranks among the most influential sources for treatment decisions and improving patient outcomes. According to Wolters Kluwer's annual content consumption survey, it is the single most influential content type for physicians when making treatment decisions, ahead of review articles, clinical guidelines, and CME. That preference has continued to grow year over year.
Unlike promotional content created for a single campaign, peer-reviewed research carries the credibility of independent scientific review and publication. In crowded promotional environments, credibility becomes increasingly important. When HCPs encounter claims alongside independent clinical evidence, the message can feel more relevant, more substantiated, and more worth their attention.
That value extends across engagement models. Whether HCPs receive information through a rep, a targeted email, a conference experience, or self-directed research, peer-reviewed content can support more credible and consistent scientific communication.
How reprints and ePrints support omnichannel HCP engagement
Pharma and medical device marketers invest heavily in omnichannel HCP engagement, but message consistency can break down across channels. Reprints and ePrints help solve that by giving teams a shared evidence asset that can be activated in field, digital, event, and educational settings.
Their value also extends beyond distribution. ePrints can generate engagement signals such as views, clicks, and time spent, giving marketers insight into which evidence assets attract attention and where they perform best.
They also help strengthen continuity across HCP touchpoints. When the same peer-reviewed evidence appears across channels, teams can reinforce core data points and help create a more connected experience for HCPs.
Where reprints and ePrints fit across the HCP journey
Reprints and ePrints are most effective when used at specific HCP touchpoints rather than as standalone assets. A single peer-reviewed article can support awareness, education, and follow-up across the engagement cycle, giving pharma and medical device marketers a practical way to reinforce brand messages with credible clinical support.
Match the format to each stage of the HCP journey:
- Before a rep visit: Send a targeted ePrint by email to introduce key data and set context for a more informed conversation.
- During the interaction: Use a printed reprint or tablet-based ePrint to support product discussions with peer-reviewed efficacy, safety, or outcomes data.
- After the visit: Follow up with an ePrint that reinforces the evidence discussed and extends engagement beyond the meeting.
- At conferences and scientific meetings: Offer reprints as takeaways, and use ePrints to support booth engagement, sponsored sessions, and post-event outreach.
- Within resource hubs and microsites: Use ePrints in disease-state hubs and microsites so HCPs can access relevant evidence on their own schedule.
Activate each format through the right channels
Once you've mapped these moments, activation comes down to channel fit. Each format is most effective when it is integrated into broader brand, field, and content plans.
- Field engagement: Reprints remain effective leave-behinds for in-person meetings, giving HCPs a tangible resource they can review after the interaction. ePrints then let reps follow up quickly with the same evidence in digital form.
- Custom email and digital display: ePrints support specialty-targeted email campaigns and post-meeting outreach. You can also serve them through display placements on journal sites and newsletters, where prescribers already consume clinical content.
- Sponsored content and resource hubs: Within disease-state centers, microsites, and sponsored programs, ePrints align trusted clinical content with your brand objectives, reaching specialists while they are actively evaluating treatment approaches, emerging data, and disease-state developments relevant to their practice.
- Conferences and meetings: Reprints and ePrints extend the life of key data beyond the booth, pairing naturally with interactive displays and sponsored educational experiences.
When HCP engagement teams plan these touchpoints together, they can reuse evidence more efficiently, reduce content production demands, and create a more connected experience for specialist audiences.
How marketers measure the impact of ePrints
ePrints give marketers more than distribution reach. They also provide engagement data that can help teams understand how HCPs interact with clinical evidence across digital channels.
Marketers can measure several engagement signals, including:
- Views to gauge reach and awareness
- Clicks to measure active interest
- Time spent to understand content depth and attention
- Channel-level activity across email, microsites, and other digital programs
These engagement signals give marketers visibility into how HCPs interact with clinical evidence, helping inform future content and channel strategies. They can also help teams identify which evidence assets deserve broader activation, which topics resonate most with specialist audiences, and where follow-up strategies may need refinement.
Turning clinical evidence into marketing impact
As HCP engagement evolves, credible content matters as much as reach. Reprints and ePrints help pharmaceutical and medical device marketers extend trusted clinical evidence across field, digital, event, and educational channels while supporting more meaningful engagement with specialist audiences.
With access to more than 300 trusted healthcare brands and a network of validated HCP audiences, Wolters Kluwer can help marketers maximize the impact of peer-reviewed research across the HCP journey. Learn how our commercial reprint solutions can support your next campaign.