8 MIN READ
What is HCP engagement and how can it help your business through the various stages of a treatment’s lifecycle? In this article, we will discuss how Healthcare Providers (HCPs) can be identified, engaged and even enrolled as advocates to help pharmaceutical companies implement effective marketing strategies.
What HCP Engagement Can Do For Your Brand
What is a HCP Engagement Strategy?
To be successful, you need to know what HCP engagement strategies can help you maximize impact. By planning far ahead and designing a program that will bring various HCPs into the process at different stages, brands can build momentum around their treatments.
An important first step is clearly understanding company and treatment goals. One way to do this is to map out the stages of a treatment lifecycle as early as possible in the process and decide what type of HCPs you need to engage at what time and for what purpose.
For example, some HCPs have comprehensive experience in your disease state and could provide real-time data about unmet market needs and suggestions for product adaptations. In the earliest stages, it’s vital to talk with global and national ThoughtLeaders to inform treatment development.
Other HCPs are trusted by their peers and can serve as marketing liaisons in the lead-up to a treatment’s launch by speaking about study results in public spheres and encouraging other clinicians to consider your treatment in prescribing decisions. When you get closer to launch, engaging global, national, regional and local KOLs will increase the likelihood that they impact other KOLs, clinicians, institutions and formularies.
Here are a few ways to find HCPs early on in your process:
- Read through disease state research papers in respected journals
- Attend conferences where clinicians of interest are converging
- Look through the ranks of institutions
- See who led clinical research and trials in your disease state
- Check out the ThoughtLeaders driving conversations online
What HCP Engagement Looks Like
What HCP Engagement & MDOutlook Can Do For You
You may find it helpful to work with a company, such as MDOutlook, that specializes in HCP engagement. MDOutlook can provide tools that support your strategy and connect you with the right HCPs at the right time.
You’ll be able to leverage data to find the HCPs core to your mission (See: Lumineer) and create meaningful touchpoints (See: Activeer), such as virtual content and events. We even provide KPI tracking (See: Orienteer) so that you can measure the performance of your HCP engagement strategy and make real-time adjustments.