AI AND DIGITAL INNOVATION Supplement • August 2020 • 6
THOUGHT LEADER
Transforming HCP digital communications beyond the technology and beyond COVID-19
By Michelle Kelly
As COVID-19 transmission accelerates around the world, so does pharma and agency adoption of digital methods of engaging with healthcare professionals (HCPs). However, while 80% of pharma companies have begun a digital transformation, just 14% said their efforts have resulted in performance improvements, according to Across Health’s 2020 Multichannel Maturometer.
Accessing and delivering information that provides ‘real value’ in a crowded online space is an ongoing challenge for all stakeholders (see Pharma’s top 10 website challenges). Overcoming those challenges requires a shift in practices to accompany new technologies and channels, an evolution that EPG Health has experienced and can share.
From strategy to content generation and data collection, pharma marketing, sales, medical affairs, digital, MLR teams and agencies must work increasingly closely to adapt and achieve HCP digital communications excellence. A focus on this now, influenced by the current crisis, will help shape meaningful engagement into the future.
Technology for personalised engagement
Artificial Intelligence (AI) and machine learning presents opportunities across many areas of healthcare, from drug development to patient management. Its application in medical websites (still largely unexploited) offers the benefits of superior user experience and content discovery.
Some forward-thinking companies will choose to invest in their own enterprise technologies for more effective HCP engagement. Others will instead opt to work with partners who already provide it, such as EPG Health, with its cutting-edge medical website (Medthority) and a digital best practice framework for delivering services that are more personalised for HCPs and tailored for pharma.
It’s important to understand that, on its own, technology is not the key to digital transformation. Effective engagement needs to be bespoke for target audiences, key messages, content, channels and desired actions, all of which require organisational laser focus. EPG Health’s transformation involved developing a roadmap with corresponding tool sets to support Medthority and the HCPs and pharma companies that use it. Focal areas include:
Education
Key to changing behaviours is educational, non-promotional content. Be clear on the key educational messages and focus on amplifying them in the digital content, with salient points front and centre for easy access for HCPs.
Content
Create, repurpose and optimise content specifically for digital. Simply putting existing content online is a mistake. If it is not relevant, current, intuitive, engaging and easy to consume online, HCPs will abandon it.
Journeys
Create intuitive customer journeys with clear signposting to guide HCPs through the key educational messages, while providing options that cater to their personal content preferences or needs.
Multichannel integration
Integration should not be an afterthought. It supports access and a coherent digital experience and requires 360-degree planning and investment. Don’t rely on banner adverts (a tactic HCPs neither value nor trust) to grow your digital audience.
Data
Poor data can be the downfall of a digital programme. Knowing where the key messages are in the content, with KPIs and event tracking aligned to them specifically, is crucial for proving meaningful engagement and the ability to act on insight.
Review, adapt, update
Refresh content regularly, apply insights and course correct. A ‘fire and forget’ approach will not succeed longer term. Ongoing commitment requires change management, so we must plan this into every project, building evolution into the digital strategy during COVID-19 and beyond. For more details, download EPG Health’s whitepaper: Accomplish Meaningful HCP Engagement Online.