Pando in MM&M – Digital deliverance: 4 ways marketers can make content more engaging for HCPs

At a time when healthcare providers are barraged with information through digital channels — OK, make that every channel — you’d think medical marketers might be out of tricks. But despite the pessimism and increasing militancy of no-see policies, there remain a few reliable ways — some time-tested, most new — to increase engagement while dialing down doctor irritation.

The key is relevant content. Only about 20% of the content pharma delivers matches what doctors want, according to ZS Associates. From open medical education hubs and CME town halls, to geofencing technology and peer-to-peer social communities, here’s a look at four ways to make content more engaging.

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