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Blog
Creating A Well-Orchestrated Digital Engagement Model
Jul 08, 2021
We all have different ways of gathering the information we need to do our jobs. Healthcare Professionals (HCP) are no exception. Some HCPs prefer email; others rely on webinars. It is important for Consumer Health companies to know who likes what—and then design digital engagement models tailored to each persona.
Digital engagement is now critical to success, many HCPs are retaining an interest in virtual platforms even as restrictions on in-person interactions lift. With 60% of HCPs using more digital channels over the past 12 months, and 84% predicting further increases in their online activities, Consumer Health companies can reach their audience via a broad range of channels. The diversification of digital channels makes it vital to understand the different HCP persona preferences for channel and content (click here to learn more about Southeast Asia HCP preferences).
As such, Consumer Health companies can only realize the promise of personalized multi-channel digital engagement with HCPs if they deliver the RIGHT CONTENT to the RIGHT HCP via the RIGHT CHANNEL.
Only if Consumer Health companies get all three variables right, and thereby maximize satisfaction, can they optimize return on investment (ROI). There is no one-size-fits-all approach: satisfaction and effectiveness ranking is highly dependent on the HCP persona, it informs channel choice, the channel-content mix and frequency optimization.
For example, if a HCP is known to be over-burdened, the engagement model is likely to focus on the provision of on-demand resources they can engage with at their convenience. At the other end of the spectrum, HCPs with an “open access” persona are likely to be more amenable to engaging with field reps remotely and interacting with their peers frequently. Similarly, it is important to distinguish between different HCP specialists. For example, cardiologists are often more enthusiastic for digital channel variety and frequency. While pediatricians are known to prefer selective digital engagements at a lower frequency, and a higher proportion of face-to-face calls.
The challenge of delivering the right content, to the right HCP via the right channel is magnified by the fact HCP personas change over time, influenced by the evolution of digitization and the local environment. HCP engagement optimization strategies must remain agile, complemented regular analysis of Key Performance Indicators (KPIs) and the overall contribution to success (click here to read about KPI strategy).
Consumer Health companies should maintain up-to-date information to ensure their digital engagement plans remains informed and relevant. For more information on developing well-orchestrated digital engagement models, please feel free to contact us.