Trust First, Sell Second: How to Win HCP Attention

Winning HCP attention is not about shouting louder, it’s about understanding the reality they face. And, right now, pharma brands are struggling to attract and hold HCP engagement.

55% HCPs report high emotional exhaustion

70% HCPs feel pharma does not understand them

62% HCPs are fatigued by pharma product promotion

Refs: BMJ study; Indegene survey 

We make excuses that HCPs are “too hard to reach,” and that compliance is “too restrictive.” Meanwhile, industry gurus tell us to fix it with more AI-driven segmentation, targeting, and scaled content. These are cheap excuses and lazy solutions.

With engagement stats like those listed above, do we really think supercharging the same strategic model will work? No chance. 

Why Trust Changes Everything 🤝

If we want HCPs to act on the data, insights and product information we publish, we need to build trust first. 

While pharma obsesses over omnichannel dashboards, AI content engines and market share wins, HCPs are focused on something else entirely; treating patients effectively. 

Brands that focus on being relevant in the HCP community, providing value beyond products, and selling only when appropriate will: 

⭐️ Stand out as supportive and credible

💬 Earn the right to engage in authentic two-way communication

🧠 Influence clinical decision-making more effectively

 

That means focusing on:

🔎 An authentic understanding of HCP contextual challenges

📚 Accessible content that answers customer questions

✅ Transparent, authentic communication of product data

Where To Start 🚀

At Next Pharma CX 2025,  Brandcast Health’s Dan Buckland will be delivering a 25-minute keynote with Tom Vaughton from specialist health SEO agency Varn Health. Together they’ll show pharma marketers and medical affairs teams how to earn attention and build long-term engagement through trust-based marketing. 

You’ll learn: 

💡 Why trust is critical for clinical decision-making

🏗️ The foundations of trust-based marketing

⏱️ The customer-centric mindset pharma must adopt

❓ The real questions HCPs are asking, and how to show up with answers

📈 How inbound marketing pulls HCPs to you

🤖 How to stay relevant when HCPs turn to AI for information