For most pharma marketers, a continuous challenge but undeniable goal is maximizing engagement among healthcare professionals (HCP). In the technology world, there is a plethora of old and new tech trends that hold a lot of promise in helping pharma marketers successfully engage their target HCP audience, but which are worth trying?
An article from Forbes breaks down 4 tech trends that are sure to make an impact in your quest to engage HCPs about your products.
1. Data is always key but go deeper.
Data is the leader as it plays a substantial role in just about every tech trend out there. Operating without data is like trying to drive with your eyes closed. HCPs have very specific needs, so gathering data and insights are crucial for pharma marketers. By leveraging deeper data and heightened targeting techniques, pharma marketers can provide HCPs with the information they need to best treat their patients. This not only benefits the HCP as they help their patients, but also shows them that you have done your homework, will better connect them to your brand, and up the likelihood that they will prescribe your product.
2. Artificial intelligence (AI) and chatbots should not stop at your interaction with patients.
Chatbots, powered by AI, are big when it comes to interacting with patients, but there is also opportunity when it comes to communicating important information to HCPs. Think about how busy the lives of physicians are. The time to connect with them should not rely solely on a mutual availability. If HCPs have the ability to use chatbots at their convenience, imagine how much more you could provide to them.
3. Wearable tech continues to advance.
Remember the excitement we felt when we found out smart watches could play a critical role in our health? Just by wearing a tiny device on your wrist, your doctor could monitor your health in between office visits. Pharma can, and should, be included in this type of communication.
This trend has only continued to grow and evolve. Digital biomarkers are now being studied to monitor a person’s gait as a way of early Alzheimer’s disease detection. Since a change in walking can be indicative of Alzheimer’s years before clinical signs begin, earlier diagnosis and treatment should implemented much sooner, and that is now possible thanks to biosensors. Pharma brands can become a part of this earlier detection and treatment response.
Another way pharma can get involved in this trend is through medication reminders where noncompliance can allow your brand to show up in the communication between the HCP and the patient about the importance of adhering to your therapy.
4. Augmented reality (AR) and virtual reality (VR) as a major boost to engagement.
AR and VR in healthcare is already being utilized to improve communication between doctors and patients. For pharma marketers, AR and VR present opportunities to be leveraged as educational and training platforms about their brands.
The biggest takeaway here is that there are many ways to incorporate new and emerging technologies into your pharma marketing strategy. It’s all about choosing the right one for your brand and goals, and ensuring you become an early adopter to take full advantage of its power and stay competitive.