HCPs want education from a partner they can trust—not marketing tactics. According to a 2017 study conducted by Decision Resources Group’s Manhattan Research, 70% of U.S. physicians believe it’s crucial for pharma companies to provide scientific, educational resources to establish trust. And over half don’t believe that pharma companies are providing those quality resources online. We’ve talked about the importance of providing reliable, fresh content online to establish trust, but how do you build that same trust in the presentation pitch?
Instead of pushing marketing out to them, pull them in with relevant, educational materials. There are engaging ways to present new devices and treatments to HCPs that can (and should) function as educational tools, but this can be tough to accomplish; depending on who your audience is, different regulations apply. So how do you tailor the pull instead of relying on the push?
Pull with Visuals
Information rooted in data doesn’t need to be dull. Your Digital Sales Aids (DSAs) and patient education materials can be enhanced with visual components that increase comprehension for patients and provide educational material for HCPs. Consider the usefulness of infographics and whiteboard video techniques as cost-effective, visually engaging ways to parse out information on new devices or treatments.
Explainer videos and animations can unpack a lot of data and relevant information in the fastest, most accessible way possible, which is useful for limited face-to-face time. Aim for short, to the point, and informative clips that educate and enlighten HCPs to their uses—and get your point across quickly. For the HCPs that want a deeper dive into the data, you can always include links to your company’s website.
Pull with Real-World Impact
If you have data that demonstrates real-world impact, you have a powerful conversation starter. Information from the full spectrum of people (e.g., HCPs, RNs, caregivers, patients, etc.) involved in the use of your treatment or device can help build greater credibility with your HCPs. It can also reinforce your messaging in a way that still enables HCPs to make an informed assessment of your treatment or device, from how it works to how patients are receiving it.
We saw the potential of this approach when developing materials to support a client’s new dialysis machine rollout. Brella had the opportunity to conduct research and analysis for the rollout of the new dialysis machine that would replace an older model. We spoke with RNs and CNAs who worked directly with patients. We wanted to better understand potential patient concerns regarding the new machine. We then used our findings to craft a whiteboard video that not only addressed patient fears about the change, but also walked nursing staff and patients through the key features of the new dialysis device.
Pull Across Multiple Audiences
Create educational materials that speak to more than one audience. Pull your HCPs in by giving them materials that speak to the whole of the physician’s office, from the HCPs to the support staff to the patients.
Our experience creating patient-education style materials for the dialysis machine applies here, too. We produced a whiteboard video that informed HCPs of the new dialysis device and provided the HCPs’ staff with an educational resource. Not only did the video help explain how the machine worked, it addressed patients’ fears of a new PD process, thus ensuring a long shelf-life for this digital tool.
App-based materials can be another format for speaking to multiple audiences. Novartis recently created a free medical app illustrating the cancer journey by pulling data and experiences from patients, caregivers, and physicians. Combining each audience’s unique perspective into one visual narrative is a perfect example of educating and informing multiple audiences through one platform.
HCPs will appreciate an aid that not only provides insight and keeps them abreast of new treatments in their field, but benefits their staff and their patients in such a direct way. After all, a more supported patient means a more engaged HCP.