Looking to impact your healthcare professional audience more effectively? Or maybe you’re simply trying to get their attention and differentiate yourself from the sea of emails, healthcare apps, detail aids, and other educational materials and tools that already exist. In either case, there are a few basic tenants to follow when it comes to digital marketing to HCPs.
Get To the Point. It’s no secret that HCPs are short on time. Increasing bureaucratic and administrative demands and decreasing reimbursements have reduced the time of a typical office visit with a primary care provider to less than 15 minutes. Physicians are loathe to spend valuable time out of their day having lengthy chats with sales reps and pouring through complicated detail aids and other materials. Many of those carefully crafted lengthy e-newsletters (often times with valuable content) get deleted before they ever get opened. In a time-crunched environment of information overload, it’s best to quickly get to the point. Think of the 2-3 bullet points that you want your customer to remember, and get to those points as quickly as possible.