Let's Talk Healthcare Marketing to Physicians
This election year, healthcare has become the hot topic, adding heightened scrutiny for those in healthcare marketing. Changes in healthcare policies and trends present ever-changing challenges that require tactical adjustments.
One of the most frequent questions we are asked is, “What’s new in healthcare marketing, especially for physicians?” What works and what doesn’t? Read on to learn what has changed and what new draft regulations for healthcare marketing have just come out.
- It is all about trust. Physicians need credible and compelling information about new products and services if this information is to influence decision-direction for their patients. New information backed by clear, high-quality data is imperative to build trust.
- Education is key. Selling works but education works better. Become a professor of your product and teach, teach, and teach some more.
- You only have minutes. A physician spends an average of 10 minutes per patient and even less time, eight minutes, per sales rep. Their day is structured around short, controlled segments. Convenient, quick shots of pertinent information for the busy physician work best. This is why more and more physicians are turning to electronic formats (web, online learning, e-newsletters, e-detailing, mobile marketing) to receive their information along with the traditional communication methods.
- Learning events are still important. Many thought conferences and tradeshows would go away with the increased use of the Internet. Not so. Live events provide physicians with more dedicated, expanded learning opportunities and the possibility for peer-to-peer interactions.
- Personal relationships do matter. Get to know the key opinion leaders (KOL) in your market on a global scale. Peer-to-peer experience sharing among physicians is just as significant as ever. The KOL in your market(s) does have influence and will learn about your product (the good and bad), with or without your involvement.
- Be careful with “new use” marketing. In February, 2008, the FDA posted a draft guideline document: “Good Reprint Practices for the Distribution of Medical Journal Articles and Medical or Scientific Reference Publications on Unapproved New Uses of Approved Drugs and Approved or Cleared Medical Devices.” More details on distribution recommendations for reprints used to provide information but not promote unapproved new use is available at the FDA website.
— Posted 03/18/2008
