Your HCP Customers Don’t Care About Your Products...

Step Into Your Customers’ Shoes

It’s easy to focus on product features and differentiators, but as a marketer, understanding the customer is the most important priority.

Here are some figures that can help you to understand the world through the eyes of an HCP – you must dive deep into the mind of your specific customer base so that you can create content and experiences with empathy and compassion.

• HCP burnout increased to 56% after 2020
• 30% of HCPs spend 20 hours a week on admin
• 55% report high levels of emotional exhaustion
• 62% experience product-related promotional content fatigue
• Only 16% accessed a Pharma website in the last 3 months

Every time you or your team create content, ask yourself: Are we supporting HCPs, or are we adding to their burnout and information overload?

Fall in love with the problem, not the solution.

Many healthcare marketers miss the mark by focusing too much on their products. Much of this comes down to internal pressure, where success is often determined by the share of voice and the delivery of product key messages; however, this is not the way to drive engagement. There is an obvious place for brand awareness and keeping products front-of-mind, but clinical decision-making is extremely complex. In order to influence HCP behaviour you’ll need to drive a much deeper engagement than is possible through traditional brand-based advertising. The first step to building this kind of authentic connection is trust.

In order to build a trusting, authentic relationship, you have to remember that your customers don’t care about your products, your services, or your brand—they care about themselves.  By shifting your approach and focusing on content that truly supports their needs, you can build trust and deliver greater impact.

Check out the video above to learn more about how you can apply this in practice.