Pharma is generating ever more content, ranging from descriptions about products to patient stories, to webinars, to emails…. But all this is irrelevant if the right physicians don’t see it at the right time. The gap between what HCPs want and what HCPs get – the digital divide – is only growing. More on the Digital Divide topic here: https://goo.gl/EHEc5Z

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Food for thought: is pharma
feeding HCPs the wrong diet?

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Is pharma feeding HCPs the wrong diet?
Despite it being almost five years since we reached the tipping point of digital
native HCPs, many within pharma still don’t have a good grasp of how HCPs
prefer to consume information. There’s a clear gap between digital demand and
supply. The bigger the gap, the bigger the opportunity.
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The digital divide shows the gap between desired and actual
communication with pharma through digital channels

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GPs prefer slightly more face to face contact than Specialists,
but still have a huge appetite for eMedical content
More than half of specialist HCPs and almost 45% of GPs in EU5 would like digital-only or a
hybrid of digital and traditional communications to satisfy their education requirements.
However, in both cases, less than 20% were being reached that way in the three months prior
to the survey.

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Specialists feel underserved digitally across the board, and GPs
particularly would like more eMedical
Navigator reveals a negative Digital Divide (-1.1%) amongst GPs. This suggests that the level of
digital promotion being delivered to GPs is relatively well balanced.
In the case of promotion to specialist HCPs, the Digital Divide is wider (13.4%) – although it is
much smaller vs the divide for medical education.

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More on the Digital Divide topic…
“Many within pharma still don’t have a good
grasp of how HCPs prefer to consume
information”.
View
Philip Baciaz, VP Customer Insights, takes a
deep dive into the digital diet (or lack thereof)
of HCPs.
Read more

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What can we do for YOU?
As the rise of the digital native HCP gathers pace, evidence of a Digital Divide reveals
a pharmaceutical industry at the cusp of a great opportunity.
Read more in our blog!