From prescription guidelines to new clinical data, patient education materials to cost-effectiveness information, the content the industry provides healthcare professionals (HCPs) plays a vital role in advancing understanding of medicines, progressing medical practice and applying both of those to improving patient outcomes.
Perhaps content is so central to companies’ aims that – through a certain lens – pharma could be viewed as an information business. However, the integral layer of content the industry creates is not operating to optimal effect. This carries with it significant implications for the customer experiences pharma companies create, as well as the likelihood they will reach their aims.
Writing for PME in 2022 I noted that, despite all the time, effort and resource that is invested in it, the industry’s content model increasingly looked to be broken. Today, despite the pockets of excellence that we see within the industry, that hasn’t substantially changed. What is changing is the tools that are emerging that can help pharma fix what isn’t working and turbocharge what is.
How HCPs experience pharma’s content
So, how do pharma’s primary customer group, HCPs, experience the industry’s content? Looking back at the customer experience (CX) picture that emerged post-COVID-19, there was a solid performance for pharma content overall. Industry information was generally well received, for the most part earning a ‘good’ rating in our research into the experiences the industry provides, but that masked some notable misses, and an ‘excellent’ rating is where content starts to make an impact.
For example, the content that HCPs reported receiving most often delivered subpar experiences. In particular, the high volume of prescription and dosage information that was sent their way tended not to delight HCPs and it then also faced further struggles to connect with the intended audience when only digital channels were used to deliver it. Another of the ‘standard’ types of content that pharma produces, formulary information, faced more pronounced difficulties, with HCPs judging it just ‘fair’ at meeting their needs.
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