Tips and insights to optimise
reach, engagement and conversion
among health care professionals
10 key takeaways drawn from more than 1,500 surveys across treatment areas
There are no bad treatments, bad sales reps, bad websites, bad congresses, bad medical advisors, ... The only way to differentiate is to excel on specialists' preferred touchpoints.
It is often more effective to position and differentiate products on the basis of relevant patient benefits rather than on the basis of product characteristics. Especially for non-life-threatening diseases.
When a product has little news value to generate, it is sometimes better to go for the most cost-effective channels such as e-detailing.
Alongside effectiveness, quality of life is becoming an increasingly important attribute in the decision-making process between doctor and patient.
Most physicians are insistent on their autonomy in terms of choice of treatment and product and do not like to be challenged on their prescription behavior.
Face-to-face visits remain meaningful and relevant as long as they have news value and the doctor feels that this contributes to a better diagnosis and treatment.
In their prescription behavior, different specialists apply different rationales: e.g. pioneering with a new treatment, avoiding risk, maintaining the patient's quality of life.
Focusing on specific patient types for which a treatment holds a relevant USP is often the fastest way to a clear positioning, particularly for new introductions in highly competitive markets.
An increasing number of physicians attach great importance to ease of use for the patient. Especially in markets where there is little difference between the products in the physician's perception.
As the physician's product knowledge and experience is constantly evolving, messaging and narratives must also be regularly evaluated and aligned.