Is trust the key factor in digital HCP engagement? New whitepaper from Graphite Digital
October 2, 2023 | HCP engagement, MindSet, Pharma, research
Based on research with HCPs in the UK, USA and France, Graphite Digital’s latest whitepaper sheds light on HCP perceptions of pharma-owned digital channels, and what organisations should be prioritising in order to build trust, strengthen relationships and drive engagement.
To create digital products and content that HCPs want to engage with, it’s important to step into their shoes and gain a full understanding of their day-to-day needs and experiences.
We are excited to release our new whitepaper, which is based on qualitative research amongst practising consultant-level HCPs across the UK, USA and France. Our study was designed to understand their professional experiences and current perceptions of pharma-provided digital platforms, as well as the wider pharma industry.
A lack of trust in pharma-provided content and platforms cited by 80% of HCPs
Our research revealed the extent to which a lack of trust in pharma-owned content and channels is impacting digital behaviours and engagement – 80% of HCPs cited this as a key concern.
The HCPs we spoke to also identified a series of barriers that hinders their trust in pharma-produced digital content, including; suspicions about the objectivity of the data provided; awareness of promotional spin, based on the tone of content and messaging; full information about a drug or condition not being available in one place; difficulty in finding what they are looking for; access to information and platforms is difficult.
When it comes to building trust with digital products and content, HCPs want transparency, neutrality, ease of use and visibility, as well as seeing medical content and colleagues put front and centre.
How can pharma teams build trust with HCPs through digital?
In the report, we share our findings in more detail and provide 10 practical recommendations for creating better digital products and experiences that can help strengthen relationships, improve perceptions, and build trust.
As well as direct quotes from HCP interviews, we also drew on the experiences and views of contributors from Takeda, Pfizer and Astellas Pharm (amongst others) to identify areas where they have seen an improvement in trust.
Graphite Digital CEO, Rob Verheul, summarised:
“We need to start being realistic about the widespread lack of trust between HCPs and pharma organisations. Our research has revealed just how deep the mistrust runs, how it clouds digital interactions, and ultimately impacts behaviour and engagement with pharam, both online and offline.
HCPs need pharma, and pharma needs HCP – so let’s make sure that this next chapter of engagement is one of partnership in pursuit of the interest of patients.”
The report also looks at how HCPs see the future role of pharma evolving in terms of how they support both HCPs and patients, and their views on how pharma can provide better digital patient resources.
We hope it’s an interesting read and encourage you to ask yourself – are you doing enough to build a foundation of trust via your digital platforms and content?
Download your copy here: graphitedigital.com/trust
This content was provided by Graphite Digital
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