The pharmaceutical industry’s customer base is moving in one definite direction: towards a ubiquity of digital-native HCPs. The implications of this should not be underestimated. As the information needs and preferences of medical professionals shift, pharma must adapt their communications to match if they’re to drive improvements in clinical care. Find out how new segmentation models can help understand the best way to communicate with physicians: https://goo.gl/crvgv6

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The journey towards digital natives: is pharma
driving against the traffic?

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Many pharma companies persist with increasingly
outdated models of communication…

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Is pharma driving against the traffic?
With its customers heading in one direction, pharma’s reliance on
traditional marketing means many are driving the wrong way down a
one-way street. If pharma is to continue to improve care through
effective delivery of relevant information, it needs to understand
which way traffic is actually going.
“
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The rise of the independents
Not only digital savviness is changing. Another trend with major implications for
HCP communications is the advance of the ‘independents’ and the decline of
the ‘relationship-seekers’.

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The traffic is heading only one way…
Navigator shows that, among specialists in the US, DE and FR, “Independents” have
grown from 23% of the population in 2005 to almost 40% in 2017. That’s an increase
of almost 70%! The remaining three archetypes are steadily falling.
Source: Across Health Navigator, 2017

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Independents want objective, evidence-based education to
inform their clinical decision-making, and see little value in
representative or MSL engagement, sponsored or
promotional information…
• For further, deeper, and more detailed insights check the Navigator 3.0

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More on the HCP segmentation topic…
“Pharma’s customer-base is only heading in
one direction: towards a ubiquity of digital
native HCPs.”
View
Ben Harbour looks at how new segmentation
models can help understand the best way to
communicate with physicians.
Read more

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We can help you reach your customers via the right
channels and the right content to ensure customer
engagement in an omnichannel world
The growing group of independents reveals an opportunity for pharmaceutical
industry to tap into untouched territory and really connect with their customers.
Read more in our blog!