Modularise to personalise

Digital engagement is now central to the way pharma connects with HCPs. Its urgent challenge is keeping its messaging relevant in a context in which it is consumed increasingly on social media, out of office hours, on demand and in a sea of competing content.A big part of the answer to being agile enough to compete in this demanding new environment therefore lies in putting in place chunks of pre-approved content that can be adapted to the complexities of the many different learning journeys HCPs will take.This requires a complete rethink of established content approaches that assumed linear narratives that were passively consumed by a homogenous HCP audience.The need to serve content to HCPs based on their beliefs, attitudes and where they are in their educational journey as well as their channel and learning preferences is now vital, says Matt D ’Auria, Global CEO, Healthcare Consultancy Group.“People absorb information in different ways, so structuring content in different channels that preserves that element is really important. Some of the best forms of content are delivered in a peer-to-peer fashion, for example.”Breaking down longer form content and packaging it for specific segments of HCPs matters too now, says Andreas Dach, Digital& Multi-Channel Lead, ASG, Eli Lilly. “Let’s say you have a webinar. Taking the recording and just providing it on demand does not work. You need to build out different modules and put it in the right basket for each customer...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news