My name is Kareem Royes and I just completed my first year in medical school. I’ve had the opportunity to return to OCHWW Planning this past summer. Over the past year, I have worked very closely with different physicians in the hospital setting, which has allowed me to gather some new insights that I am happy to share about one of OCHWW’s biggest customers, the healthcare professional (HCP). These insights can drive tactics that will not only improve our customers’ experience, but also maximize our clients’ ROI.
Insight 1: Physicians have an inherent distrust of sale reps
One key insight medical planners and marketers frequently do not consider is that physicians have distrust for the information provided to them by drug sales reps. HCPs do not think sales reps have the medical education and years of clinical practice to tell them how to use a drug. Physicians almost unanimously prefer to obtain information from other physicians who are experts and researchers in the therapeutic area of interest. As such, there is a tremendous opportunity to improve our clients’ penetration into these practices by leveraging more physician experts, also known as “thought leaders” or “key opinion leaders,” to provide detail through webinars to physicians who are not open to speaking with sales reps.
Insight 2: The whole is more important than the individual part
We are currently in the era of using apps to enhance our day-to-day experience and interactions. This is no different for HCPs, most of whom also use smart devices. In tactical planning, we often pitch ideas around creating apps that educate physicians about a drug, or a disease, or help them follow up with care for a patient with only one disease. The flip side to this is that on average, each physician will have 2,000 patients in his or her practice and will treat over a 100 diseases. Therefore, our challenge is to convince physicians that using an app that is niched to provide care for only one disease or patient will add value to their experience. Again there is a tremendous opportunity for agencies to work with their clients to create apps that provide a more holistic experience for the physician. Physicians are more likely to engage and frequently use an app if it will cover multiple therapeutic areas and drugs, or can accommodate a significant portion of the patients in their practice.
Insights 3: Always vow to do no harm
The healthcare industry is currently transitioning to the use of electronic medical records (EMRs). The ultimate goal is to increase proper recordkeeping, increase the efficiency of the healthcare system, and facilitate physicians’ communicating better within different specialties when caring for patients. One of the frequent asks we get from our clients is, how can we penetrate EMRs to keep our products top of mind for physicians? Well there is no simple answer to this question. The technology is relatively new but it has a lot of potential to keep our clients’ brands top of mind. Opportunities exist to provide “pop-up” alerts about a drug when certain information is entered into the EMR. This can certainly help keep our clients’ drugs top of mind when a physician is filling out a patient’s chart. However, because physicians sometimes consider EMRs to be burdensome to their practice, agencies’ penetration into this space should be seamless, without adding any burden to physician practices.
Recently I was able to integrate these findings into the brand plan for a drug in the oncology space. Our client tasked us with developing three big ideas that would drive their business, considering a strong competitive landscape with increases in the barriers to accessing physicians. To address this, we proposed:
- Physician expert videos that could be leveraged on the drug website and on a YouTube channel where physicians could learn from experts about the drug. This allows physicians to hear from experts on their own time without adding significant burden to their workday.
- Leveraging EMR alerts to inform drug sales rep when a doctor has a new patient. This allows reps to detail physicians about drugs when it is immediately relevant in practices that are amenable to rep visits.
- And finally, to help differentiate the drug from its competitor, we proposed an unbranded platform which leverages the use of an app to provide all the relevant information about treating the cancer and all the drugs available for this cancer. This provides a more robust app that physicians are more likely to engage with and use repeatedly.
Overall our ideas were well received, and we are currently in the processing of fine-tuning the ideas to determine feasibility for next year. Stay tuned!
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