At the heart of this revolution is the recognition that healthcare professionals (HCPs) and patients are increasingly turning to digital channels for information and support. By embracing an omnichannel approach, pharmaceutical companies can meet these stakeholders where they are, delivering relevant and timely content across various touchpoints. Medical affairs has traditionally leaned hard on channels such as company websites, medical science liaison interactions and communications centred around congresses and publications. However, with the principle of omnichannel being to deliver content to HCPs where they are, consideration of the role of third-party channels alongside pharma-owned channels can unlock far greater opportunities for engagement, while also serving HCPs’ digital needs in a more seamless way.
One of the primary advantages of integrating third-party platforms into the omnichannel approach is the expansive reach they can provide. Platforms such as social media networks, medical forums and healthcare portals serve as hubs where HCPs, patients and other stakeholders converge, creating fertile ground for disseminating medical information and fostering meaningful dialogue. By strategically positioning themselves within these ecosystems, pharmaceutical companies can amplify their visibility, cultivate brand advocacy and establish themselves as trusted sources of expertise. Moreover, third-party platforms can offer invaluable insights into audience behaviour and preferences, enabling companies to tailor their engagement strategies with precision.
However, if the goal of omnichannel is to really understand your stakeholders and give them what they really want, then maybe your third-party strategy should include reaching HCPs when they are ‘being people,’ not just HCPs? As consumers we are all familiar with the online targeting that follows us between websites, almost appearing to mirror our thoughts and placing relevant content or products in front of us. Offsite targeting of HCPs is well established in the US and is now available in Europe. It’s an opportunity for innovation in medical affairs that goes well beyond established boundaries to develop stronger relationships with stakeholders and it will be interesting to see how it is received by HCPs and pharma alike.
This thought leadership piece appeared in the May edition of PME. Read the full issue here.
