Written by: Cheryl Reifsnyder, PhD
BioPharmaceutical representatives today are finding it more and more challenging to introduce physicians to new care plan options, such as new medications and new therapeutic alternatives. This is largely because today’s healthcare providers (HCPs) are struggling to meet the growing demands on their time placed by electronic health record (EHR) systems, and administrative tasks. This led to a decline in pharmaceutical representatives’ access to physicians even prior to the COVID-19 pandemic; during the pandemic, access to HCPs became even more difficult.
- Only 20% of physicians in clinics or offices surveyed had interacted face-to-face with pharmaceutical representatives in the prior week
- Only 10% of hospital-based physicians had interacted face-to-face with pharmaceutical representatives
On top of that, physicians are difficult to reach through traditional internet marketing. The 2022 Medscape Physician Lifestyle and Happiness Report revealed that many of today’s physicians spend less than 10 non-working hours online per week, versus the average US internet user spending nearly 7 hours online per day.
This case study shows how a marketing team increased awareness of a prescription medication using Veradigm Digital Health Media, a service that is unique because:
- It makes it possible to reach physicians during their normal daily workflow, making it possible to reach physicians at the right time—when interacting with their EHRs
- It could also deliver the client’s message to the right HCPs
In contrast, advertisers trying to target physicians with banner ads found that 80% of physicians didn’t even see the ads, which were blocked by ad blocking software.
Veradigm’s ability to reach HCPs during their normal EHR usage means HCPs are accessible far more often than they would be through other promotional options.*
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Try Veradigm Digital Health Media for highly targeted messages.
Veradigm provides biopharma marketers an opportunity to deliver awareness messages directly to their HCPs of interest, during the HCP normal workflow. HCPs spend significantly less time online than the average American, but they spend hours interacting with their EHRs, which is when approved medication messaging is available to them. Contact us to learn more about Veradigm Digital Health Media and how we can help you reach the physicians in your target market.
*Veradigm Digital Health Media services operate in a manner that is compliant with HIPAA and other applicable laws. In addition, the EHR displays advertisements in an iframe window adjacent to the EHR workflow that is separate and distinguishable from the clinical and practice management workflow within the EHR. No biopharma or device advertisements appear during the prescribing workflow.