The challenge of HCP engagement
Pharma teams increasingly recognise the value of digital HCP engagement. However, the practical challenge lies within its execution: producing content at pace whilst meeting medical and legal review requirements. The MLR process is consistently cited as the primary barrier to creating agile content.
The pharma company hosted a relatively small event that brought leading healthcare experts to present and discuss recent research and implications for clinical practice. The event drew 76 healthcare professionals in person.
The goal? To facilitate discussion of relevant research findings and application among a smaller group of attendees and to make the event’s insights accessible to a much larger audience of HCPs, beyond the event itself.
The strategy? To implement a content programme that delivered timely, compliant and relevant material on the client’s digital portal – deepening impact among attendees and engaging the much larger non-attendee audience.
Positive results
With all content delivered on schedule and ready for portal publication by the target date, the pharma company was able to go live shortly after the event closed. Attendees had access to session summaries and supporting content in multiple formats. HCPs who had not attended the event could access the same curated, reviewed material through the portal.
From 76 in-person attendees to more than 25,000 HCPs reached – a 330× extension of the event’s educational reach.
The numbers behind the pilot project underline the impact of the approach:
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76 healthcare professionals attended the event in person; 25,000+ HCPs reached through post-event amplification
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66% of the portal’s digital audience in the disease area was generated by the new event content
- Six of the client’s top 20 disease-area pages..