For a pharmaceutical brand to have an effective voice in today’s saturated market, it needs access to the right pharmaceutical ThoughtLeaders and clinicians. As you are aware, ThoughtLeaders (TLs) at all levels (global, national, regional, local) play a vital role in treatment adoption, formulary access and helping define beliefs about the efficacy, safety, tolerability, and overall value of a brand and where it fits in treatment algorithms.
Access to pharmaceutical ThoughtLeaders has always been a burdensome challenge to overcome and the pandemic has made the feat even more difficult. The following is an explanation of the top clinician engagement challenges pharmaceutical companies face, as well as three ways to drive access to the right pharmaceutical ThoughtLeaders and clinicians despite those challenges.
Top Challenges with Clinician Engagement
Pharmaceutical ThoughtLeaders and clinicians are increasingly pressed for time, not as available as they once were, and potentially uninterested in engaging with the latest pharmaceutical brands. Studies have shown that most physicians spend 27 percent of their time with patients and nearly half of their time on desk work, which doesn’t leave significant time for other engagements.
Three challenges often come up when a new product manufacturer attempts to gain the attention of relevant clinicians, including:
- Accessibility: clinicians are harder to access as they are time constrained.
- Lack of Attention: It’s difficult to attain quality time and attention with a clinician even after that initial point of contact.
- Lack of Relevance: pharmaceutical companies often struggle to effectively align product features and benefits with clinician needs.
Improving Access to the right ThoughtLeaders and clinicians in Pharmaceuticals: 3 Fundamentals
1. Be Present Where & When Clinicians Seek Insights
Clinicians are more likely to come across new insight into an up-and-coming pharmaceutical treatment if that insight is accessible through educational resources and opportunities. For example, many physicians identify new insights through their continuing medical education (CME) training on other topics. Therefore, finding opportunities when clinicians are voluntarily dedicating time to training is important.
Clinical information exchange programs, such as ClinicalXchange offered by MDOutlook, can be an invaluable tool to achieve access to the right ThoughtLeaders and clinicians. ClinicalXchange product theaters offer access to a community of networked providers that require about 30-minutes of a clinician’s time to participate. The ClinicalXchange platform creates a number of opportunities for clinician engagement for pharmaceutical companies, including:
- Exclusive 30-minute sessions
- Delivery of on-demand video recordings
- Ability to generate unique links to invite key targets
- Actionable reporting of participants after videos have been posted
2. Meet Clinicians and ThoughtLeaders on Their Terms
When vying for the attention of specific clinicians, pharmaceutical brands must meet the clinicians on their terms. The goal should be to deliver brand specific content in a quick and meaningful manner.
For example, consider podcasts that deliver new product information in a brief, concise way delivered via trusted educational websites to garner attention from the best ThoughtLeaders. These podcasts should be accessible at the convenience of the clinician, and the information provided should be succinct and to the point – respectful of clinicians’ limited time. Or the virtual poster sessions offered on ClinicalXchange, providing clinicians:
- Abstracts that are categorized by meeting topic
- The ability to sort abstracts according to disease category and subspecialty
- Abstract presentations with a 5-minute overview of key data points
- The ability to download the abstract and slides from the presentation for reviewing later
Virtual posters and banner advertising on trusted educational websites can be effective tools to reach clinicians on their terms. These banner and skyscraper ad opportunities can be easily and effectively delivered via Clinical Care Solutions (Clinical-Care.org).
3. Engage with Clinicians on Clinician-Familiar Platforms
Strive to meet and engage with clinicians on platforms that those professionals are already plugged into. For example, clinicians may already be active on platforms like MDOutlook’s LUMINEER® where they regularly take part in research and potentially peer-to-peer programs.
Gain Share of Mind with the Right Clinicians
MDOutlook has a full suite of research and engagement solutions that can increase access to the right ThoughtLeaders and clinicians. Don’t leave access to chance, when gaining share of mind is the prize at stake. Reach out to us at MDOutlook to discuss your access challenges and learn about proven approaches to win share of mind.