Today's blog post comes from Tim Slevin, the CEO of Healthcare Data Solutions. Healthcare Data Solutions will be an exhibiitor at this year's ePharma Summit taking place February 10-12, 2014. As a reader of this blog, when you register to join us and mention code XP1906BLOG, you'll save $100 off the current rate!
According to New York Times medical writer Dr. Pauline Chen, doctors-in-training are averaging eight minutes per patient each day. Physicians who at one point desired to focus all their attention on people’s health needs are now torn between face-to-face patient time and the demands of paperwork. How can pharmaceutical marketers communicate with today’s doctor who already parses time between patients and papers?
A Race to the Patient
A physician’s priority within a 12-hour (or more) shift is safe and effective patient care. Government regulations, residency restrictions and electronic medical records are seen by the doctor as hurdles, and their entire shift is spent racing to get back to their patients. The time-constricted provider doesn’t have extra moments to spend on what’s available, only on what’s productive and efficient. Today’s healthcare provider has precious few minutes to review the entire pharmaceutical industry’s product offerings. Physicians are equipped and surrounded by hundreds of brands in their place of work, but the focus always remains the same: safe and effective patient care. Pharmaceutical reps can grab the time-conscious doctor’s attention by promoting their product as imperative to the patient’s health, instead of interruptive to the doctor’s day.
Digital information through mobile apps has become the modern stethoscope, and represents one source of communication that is with a physician all day. Doctors are increasingly turning to the internet for quick references. As marketers, we provide the physician with information that enhances the quality of care they deliver among their patients. Creating digital marketing that aligns EMR with product guidance can help execute pharma brand strategies. Advertising within social media networks by turning longer campaigns into quick online clips or podcasts can serve to further brand awareness, and reach this busy audience.
Pharmaceutical marketing efforts provided through timely and mobile-friendly channels can serve to bridge the gap between physicians and pharma.