December 21, 2009 » HCP RM: Ensuring HCP Adoption

As you design and roll out your RM program it is essential to recognize the behaviors and needs of each segment to whom you are reaching. Remember different people like to learn via different channels. Some like the interaction of a face to face visit, some like to use the phone, others still like the control of online and interactive tools. Let your audience select the method. It is your job to fit the message to it.

Two tips to consider as your develop your HCP RM programs:

1. Develop a program of tactics. This is not about eMarketing or Interactive Marketing, but about giving your targets another opportunity to engage with your brand. It’s less about selling and more about customer service. There is seldom one singular tactic that you can pursue at the expense of all others. Tactics should be regarded as an entire program. Thinking multimodal is key. We have to give physicians a chance to respond to determine their preference for not only the tactic but also how it is delivered. The good news is that physicians are already accessing some of the technology you’ll be using. An estimated 80% of all physicians under the age of 45 carry smart phones and nearly 1 in 4 participates in eDetail programs¹. There are many vehicles at your disposal—take the time needed to invest in the right ones.
2. Don’t lose sight of the message. If you’ve been delivering the same message to your audience for a while, changing the medium in which you communicate that message is not likely to have much of an impact. Concentrate instead on delivering information that’s new and meaningful to physicians. Translate those hours and pages of physician insight research into meaningful content that can result in behavior change. Find a balance between branded and unbranded communications. Focus on providing needed services to your audience versus simply selling yourself and you just might find yourself becoming the de facto expert in an area.

¹ – Manhattan Research, 2009