It’s probably not surprising for marketers to hear that digital communication is here to stay. With so many channels to choose from, including email, SMS, social media, websites, and programmatic marketing, healthcare marketers have no shortage of opportunities to reach new audiences.
So, instead of discussing all the incredible benefits of digital marketing, let’s focus on why it is becoming a mainstay, particularly for healthcare professionals, and how marketers can leverage digital tools heading into the new year.
Building Trust in the Pharmaceutical Industry
To say the pandemic created a shift in trust in the pharmaceutical industry is an understatement. In 2019, confidence in pharmaceutical companies was at an all-time low.
However, after being thrown into the midst of a global pandemic and coming out with multiple life-saving vaccines in a short amount of time, there is newfound trust in pharmaceutical companies.
The question is how pharma reps can keep the momentum going in this new post-pandemic world as they continue to market to healthcare providers.
5 Ways to Leverage Digital Tools for Healthcare Marketing in 2023
Here are some ways marketers can reach HCPs who are increasingly relying on digital marketing correspondence for every aspect of their profession.
1. Recognize the value of trustworthy information
The first step in leveraging digital tools for marketing in 2023 is understanding that HCPs don’t just read marketing materials because they find them interesting – they rely on them as a critical source of information.
There has been a noticeable increase in demand from healthcare providers for information and education from healthcare organizations recently. These organizations are recognized as trustworthy providers of timely and accurate information that helps HCPs perform their jobs better.
2. Provide patient materials
HCPs don’t have time to transform the information they receive in an email or see on social media into printable materials they can hand to patients. That’s where marketers can really shine.
Sending pamphlets, brochures, flyers, and videos that HCPs can share with patients will help marketers become invaluable sources of information. This is an excellent way to share quality information and be seen as a partner, not just another marketer.
3. Focus on health equity
It’s critical to recognize that health care is not always equal. However, thanks to technological advances (such as telehealth visits), healthcare is becoming more equitable. In 2023, there will be a continued focus on providing high-quality care to all patients regardless of their socioeconomic status or geographic location.
By focusing on health equity, marketers can help HCPs deliver a higher standard of care that improves lives.
4. Be patient-centric
In 2023, more HCPs will adopt a patient-centric approach, meaning they will focus on offering tailored care to each patient rather than taking a one-size-fits-all approach. Thus, HCPs will rely on getting accurate information related to individual patients’ unique needs. Healthcare marketers can leverage this by providing materials that are targeted to meet these specific needs and offer solutions for better outcomes.
5. Recognize that younger HCPs expect digital communication
In 2022, most students in a residency program (94%) are young millennials under the age of 35. These soon-to-be doctors are accustomed to digital communication. They will expect to receive accurate and timely information in a digital format. Thus, digital marketing is no longer just one of many options for HCPs – it is the preferred method of providing new information and creating communication lines between HCPs and pharma reps.
HealthLink Dimensions is Your Healthcare Marketing Partner
As you develop a digital marketing strategy to reach healthcare providers, consider enlisting the help of a partner like HealthLink Dimensions. We offer support in programmatic marketing, email deployment, SMS marketing, and more. Contact us to get started.