Here is the challenge

Omnichannel marketing has become the new grail in marketing communication. Also in the healthcare sector. While dabbling on social media channels is a favourite leisure activity for many, it is more difficult when you must actively feed many different channels. The number of outlets and touch points can become an overwhelming challenge. Especially for healthcare marketeers who are looking to gain interest from their HCP target group.

So let’s look , what to focus on, at what generates impact.

What does the data say?

There are several surveys that show that HCPs consider pharma materials and interaction with pharma companies suboptimal:

• HCPs feel that pharma does not understand their needs. This is less for potential bias but more that current provisions do not support their daily practice.¹
• Part of the problem is that all information should be relevant and delivered in a timely, short format.² Characteristics that current offerings often lack.
• Robust evidence also shows that HCP learners prefer and benefit more from case-based learning than from lectures³

So while you are potentially concentrating on preparing congress activities focusing on the key messages to want to deliver, you could do a lot better by keeping the recipient at the same time. Put yourself into the HCPs shoes and help to make their daily lives easier. Become an enabler, a support of HCPs.

What’s the solution?

The first step is to understand your target audience, their challenges, the structure of their day.

It quickly becomes evident that interconnectivity is important to provide the information HCPs need at different times of the day. To ensure a holistic experience across physical and virtual worlds a variety of touchpoints and channels is needed. It is not purely picking various channels or assets at random; it is the appropriate mix of both and most importantly it is important to ensure that all of them are interlinked.

With this approach you will start to address your target group’s unmet needs, distinguish yourself from your competitors and make a lasting impact on the healthcare community.

The first step towards the new approach can be easy, as many clients have plenty of valuable materials that have either been used one dimensionally or are not digitally available at all. infill has many insights like this and the tools to support you in innovative ways in your medical education and medical communication needs. We can also support you in discovering the unmet needs of your target group with the help of focus group research also leveraging insights from advisory boards.

Want to know more? Then please get in touch via info@infill.com

References:

1. https://digitalhealthcoalition.org/wp-content/uploads/2023/10/HCP-Channel-Trends-and-Preferences-Slides-September-2023.pdf as accessed on 11 September 2025
2. https://www.accenture.com/content/dam/accenture/final/a-com-migration/r3-3/pdf/pdf-173/accenture-experience-report-oncologist-issue.pdf as accessed on 11 September 2025
3. https://www.ejgm.co.uk/download/effectiveness-of-case-based-learning-in-medical-and-pharmacy-education-a-meta-analysis-13315.pdf as accessed on 11 September 2025