2 tips to help you reach busy HCPs
Breaking: HCPs are people too. And they love social media. ❤️
Today, there are over 1 million US HCPs on Facebook, X, YouTube and other channels. On social media, HCP accounts include:
Profile details (specialty, institution, location, etc)
Post activity (posts, reposts, replies and likes)
Here's an example from Dr. Stephen Liu:
On social media, some HCPs are quiet while others like Dr. Liu are super active. Dr. Liu's post activity includes his brand affinities, marketing persona, research interests and more.
"The best way to understand what HCPs think is to read their minds. The next best way is to follow HCPs on social media where they post their thoughts, conversations and perspectives for everyone to see." – director of omnichannel marketing, Janssen
How to reach busy HCPs
For HCPs in your disease category, you can pull their profile details and post activity into your data lake. Next, use this data to build internal profiles for each of your targets. These profiles can help you determine the next best action for your targets.
For example, you can engage with your HCPs via NPP, rep visits or other actions.
You can also use social media activity to reach HCPs who won't meet in person. If a target is active on social media, you can try to engage through Facebook, X or other channels. This gives you a better chance to reach your targets.
Want social media insights for your brand? Get Medical.watch. 🙂
What we're reading
PharmExec article, "An evolving opinion landscape: new paths -- and synergies -- for pharma KOLs & DOLs," October 13, 2023
Digital Health Coalition report, "Understanding 2023 HCP channel trends and preferences," October 2, 2023
Sermo report, "How to: optimize your HCP social media strategy," October 2, 2023
Oncology Brothers video, "2023 World Conference on Lung Cancer Highlights" with Dr. Stephen Liu at Georgetown University, September 21, 2023
PharmaForceIQ post, "Why next best action is the best for healthcare marketing," September 7, 2023