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.