Marketing to healthcare professionals (HCPs) is essential to the pharmaceutical and life sciences industry, as they have significant influence over the purchasing decisions for their company’s products and services.
Over the years however, reaching this audience has become extremely difficult… but why?
Physicians are becoming harder and harder to reach
According to a recent COVID-19 Healthcare Provider Survey by Accenture, nearly half (43%) of HCPs are restricting in-person visits from pharma reps in one way or another. And many expect it to stay that way.
In fact, of the physicians who have restrictions, 28% believe it is something they may implement permanently while another 44% expect to keep the restrictions in place “for the foreseeable future.”
To combat reduced access to physicians, marketers have increasingly turned to digital solutions to meet their needs.
Using digital to target HCP audiences
While marketers have always seen the power of digital, they were historically faced with challenges around reaching the right HCP audiences and campaign measurement.
With the evolution of digital advertising and programmatic, marketers can now target and reach HCP audiences with an unprecedented level of accuracy and effectively measure campaign performance with more meaningful insights.
To help the healthcare marketer reach and engage with physician audiences at scale, read our latest guide for healthcare marketers: How to Seamlessly Activate Data-Driven HCP Campaign in Real Time.
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