Creating communications excellence

When gauging the value of engaging with healthcare professionals (HCPs) either remotely or in person, we need to first ask ourselves: are we using our communications tools strategically?

We may think we instinctively know when and how to use our engagement toolkit optimally, but let’s take a step back and consider how best to approach HCPs, whether that be face-to-face or digitally.

When we create our HCP touchpoints they must have a clear purpose. Are we making a first approach? Or are we reconnecting or consolidating? There are ways we can strategically use our communications at each stage of the HCP relationship, but knowing our audience before we start is key.

When engaging remotely, channel selection might be our first consideration. Where are our HCPs engaging and what type of content are they consuming in their preferred channels? Is the message we want to convey going to land in our chosen channel?

Once we’ve nailed our channel strategy, concise copy that gets the message across as succinctly as possible is increasingly the way to connect with HCPs, given their growing preference for bite-sized content. Be sure to include a clear call to action too.

Despite the increasing reliance on remote and digital communication, some interactions are better done in person. Strategically, face-to-face communication is particularly important when trust needs to be established or collaboration is the goal. By observing body language and other non-verbal cues, in-person meetings also give us an opportunity to sense whether our message is truly understood, which is particularly important if that message is open to interpretation. And of course, being in the moment allows us to personalise and adapt our messages so that they resonate.

Above all though, steer clear of template approaches. The relationship between pharma and HCPs is always evolving and taking a strategic look at the benefits and drawbacks of each approach will help to build rapport over time. When it comes to engagement, know your audience and take a personalised, bespoke approach, using your digital and in person mix strategically and creatively to turbocharge impact.

Lorraine Walters is Practice Leader at Say Communications