Do HCPs Want Promotional Content or Not?

Do HCPs Want Promotional Content or Not? Something’s Gotta Give.

A recent report showed 80% of oncologists believe cancer advertising and marketing materials help them make more informed treatment decisions. But wait – Fierce Pharma shared survey data reporting that 62% of HCPs felt “overwhelmed” by product-related promotional content they receive from drugmakers. Oncologists are HCPs, so what gives? The reality is the market is expanding faster than HCPs can keep up. They need – and want – information to help them make treatment decision. Reaching them in the right way requires coordination of communications on ONLY the most relevant channels. Marketers should also:

• Focus on key topics of concern, including patient resources, access, reimbursement and continuation.

• Keep the message concise, demonstrate you understand the therapeutic area, and differentiate your product as much as possible.

• Reinforce messaging with in-person visits from knowledgeable sales reps. About 40% of oncologists said visits from a rep who understands their business sped up the process of prescribing treatments.

Sources: FIERCE PHARMA, MM+M

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