Advanced HCP marketing strategies for better customer engagement

HCP sociometric networksTraditionally, pharmaceutical companies focused their marketing efforts on high-volume prescribers and well-known Key Opinion Leaders (KOLs) to drive product adoption. Now they realize that HCPs naturally form discussion and advice networks where they regularly consult with trusted colleagues about new treatments and clinical experiences.

Research shows physicians are significantly influenced by their peers when deciding to prescribe new medications. The strongest influence comes from physicians who share patients.

Another 2023 study that mapped two patient-sharing networks that included 436 and 270 physician practices also highlights the importance of social relationships and HCP sociometric networks. According to this study, practices located at the edge or periphery of a network (those with fewer connections to other practices) were more likely to have connections outside their immediate network, potentially exposing them to diverse and novel information from different sources which translates to better prescribing outcomes.

These and various other studies suggest that targeting key influencers—HCPs who are neither famous KOLs nor the highest volume prescribers—can yield better results for improving prescribing behavior, adopting new practices and medicines, or disseminating information.

Targeting sociometric networks relies on the natural flow of peer-to-peer communication among HCPs and focuses less on high visibility and top-down marketing. The approach diffuses information through trusted organic relationships and creates a ripple effect of information, which is far more effective than direct engagement efforts, such as a rep meeting with an HCP.

From reps to MSLs to omnichannel Over the past decade or two, pharmaceutical companies have been shifting their focus from conventional sales reps to Medical Science Liaisons (MSLs) as more HCPs prefer to interact with MSLs. The 2022 IQVIA research reflects this shift, stating that 58% of HCPs rate MSL interactions as more valuable than sales reps, with an additional 18% rating MSL visits as much more valuable.

The growing preference for MSLs is attributed to the high demand for educational content, especially as the complexity of diseases and treatments increases. Pharmaceuticals are developing drugs that require in-depth expertise and detailed insights offered by MSLs on the complex mechanisms of action (MOA). Sales reps, though important, cannot provide the same level of scientific expertise for HCPs to make informed decisions regarding patient care.

However, it seems that pharma is lagging behind in leveraging MSL visits according to Veeva’s 2023 research, even though 91% of HCPs say that MSL visits are very effective.

In recent years, there has also been a shift towards digital technologies and the rise of digital channels has further transformed HCP marketing. Pharma companies must cater to HCP preferences, integrating content across multiple touch points—field MSL visits, webinars, email, and other digital platforms—and provide a unified omnichannel experience.

With this, the role of MSLs in HCP marketing continues to evolve as they integrate face-to-face interactions with digital engagement.

Behavior-change messagingOne of the primary goals of HCP marketing is to influence HCP behavior, particularly in how healthcare professionals manage their approach to specific disease states. For a new drug to be adopted, it often requires changing long-established behaviors—a challenging task in an increasingly complex healthcare environment.

Behavioral science is a powerful tool that can help understand and change behavior. For pharma companies, behavioral science has been making inroads in patient-focused drug development, disease management, and fostering behavior change in a patient’s journey, around medication adherence, lifestyle changes, and understanding health behaviors.

However, the use of behavioral science in HCP marketing is growing and is a powerful tactic. By understanding the cognitive biases and decision-making processes of HCPs, pharma marketers can craft targeted messaging and formulate personalized marketing efforts based on the psychological drivers of behavior change.

While the concept of behavior marketing has been around for a while, recent technological and digital advancements, including machine learning and AI, make it possible for pharma to have a deeper understanding of individual behaviors and enable more precise targeting and personalization.

Traditional creative messaging alone is no longer sufficient, especially with increasing competition, more clinical and real-world evidence (RWE) for every brand, and tighter restrictions from payers. Instead, marketing messaging is evolving into a science that incorporates data and behavioral insights to guide HCPs through complex prescribing decisions.