As the pharmaceutical industry advances into 2024, a recent report by EPG Health reveals a significant shift in strategic priorities, with nearly 60% of industry respondents identifying the acquisition of healthcare professional (HCP) insights as the foremost objective for the coming year. This pivot underscores a departure from the pandemic-induced emphasis on digital culture, reflecting an evolving landscape where understanding HCP needs and behaviors takes center stage.
The backdrop of this shift is the COVID-19 pandemic, which necessitated a rapid digital transformation within the pharmaceutical sector. Companies were compelled to foster a digital-first ethos to navigate the challenges of remote work and maintain their operational identity during a profound social upheaval. The latest findings from EPG Health indicate that while the digital culture remains integral, the focus has now broadened to encompass a more nuanced engagement with HCPs.
The report, which draws on multi-stakeholder research including HCPs, pharmaceutical companies, and service providers, suggests that enhancing customer experience and optimizing digital content are also high on the agenda for 2024. However, these priorities are secondary to the deep dive into HCP insights.
Reflecting on the industry’s digital journey, the report notes that three-quarters of respondents have observed progress in digital engagement over the past two years. A notable improvement is the delivery of scientific information through digital channels, which has seen significant enhancement.
In a strategic realignment, medical science liaisons (MSLs) have emerged as a pivotal channel for disseminating information to HCPs, surpassing traditional sales forces. This shift towards medical, rather than marketing-led activities, marks a first for the industry and suggests a growing recognition of the value of scientific dialogue and expertise.
Jonathan Macdonald, Chief Operating Officer at EPG Health, acknowledges the progress made in digital engagement, emphasizing the industry’s increased focus on medical science.
Despite these advancements, the report identifies a gap in how pharmaceutical companies listen to and engage with HCPs. HCPs express a preference for independent medical websites and scientific meetings as primary sources for scientific content. Moreover, social media’s role in disseminating scientific information is expanding, with 41% of HCP respondents in 2024 (up from 33% in 2021) recognizing its importance. This figure jumps to 64% among HCPs under the age of 34, highlighting a generational shift in information consumption.
However, the report points out that pharmaceutical companies have dialed back their emphasis on social media over the past two years, suggesting a potential misalignment with HCP preferences.
Matthew Hellyer, Head of Insight at EPG Health, calls for a realignment of pharma strategies with HCP demands, advocating for robust data strategies that can capture and interpret digital behaviors more effectively.
