Challenges in How HCPs and Patients Research Online
2nd Feb 2024
Traditionally, the relationship between HCPs (healthcare professionals) and pharma companies has been based on face-to-face, offline interactions. However, COVID-19 led to an unparalleled switch to digital means of communication, and the pharmaceutical marketing industry was no exception.
Strategy& found that, in a survey of HCPs, 64% were willing to receive product information virtually [1]. Furthermore, general sentiment towards digital healthcare has become more positive – indicating a more receptive audience and a viable channel for growth. However, HCP marketing is not without its challenges, and any successful digital marketing strategy has to first understand the environment in which it is operating. SEO, as part of a larger digital marketing strategy, can help foster HCP engagement and is essential for the success of digital pharmaceutical campaigns.
We have Identified 4 Key Challenges:
- Challenge 1: Difference between how patients and HCPs research online
- Challenge 2: Targeting patients vs targeting HCPs in Healthcare SEO
- Challenge 3: Conflict between what HCPs desire and what companies want to advertise
- Challenge 4: HCP resistance to digital marketing campaigns
Challenge 1: Difference between how patients and HCPs research online
HCPs may not use search engines as a starting point for general medical research, instead favouring specific sources such as MedScape or PubMed. However, HCPs are more likely to search for specific companies or products on search engines [3]. This is where strong SEO tactics can help pharma companies rise through the SERPs and capture HCP engagement and attention. HCPs are reportedly more likely to trust information from a pharmaceutical website that focuses on general healthcare rather than promoting a single product [4], and therefore pharmaceutical websites that focus on hosting additional healthcare promotional content (e.g. articles and news shares) are more likely to be trusted as a valuable source by HCPs. It is therefore recommended that, as part of a larger SEO strategy, companies looking to target HCPs should place a focus on improving the authority and trustworthiness scores of their site.
Challenge 2: Targeting patients vs targeting HCPs in Healthcare SEO
Healthcare SEO success lies in a genuine understanding of what different target users are searching for alongside their search intent. Research has shown that HCPs are more likely to search for specific product or company names using medical and technical terminology, whilst patients are more likely to search for generic queries. General patient queries are more likely to be higher volume searches, whilst long tail (more than 3 words) HCP queries are lower volume but are associated with greater search internet [6]. Whilst patients are more likely to search for topics such as treatments, side effects and condition overviews, HCPs are more likely to search for new trials, research and emerging technologies.
Many pharmaceutical companies want to target both patients and HCPs but are unsure as to how SEO can be used to achieve this. Varn Health has found that the best practice is to take digital marketing campaigns on a case-by-case basis, and by analysing what patients and HCPs are searching for in relation to a specific topic, a data-driven SEO strategy can decide whether the best practice is to target the two demographics simultaneously or separately.
Challenge 3: Conflict between what HCPs desire and what companies want to advertise
One of the foundations of a successful SEO strategy is understanding what the customer wants, and this is no different for the digital healthcare field. 70% of HCPs have reported that pharmaceutical reps “do not completely understand their needs and expectations”, and a further 62% reported feeling “overwhelmed” by digital pharma marketing [2]. The takeaway is clear – HCPs only want to receive relevant, meaningful information and wish to avoid being ”spammed” by generic, high-volume pharma advertising for certain products that companies wish to push. By fostering a genuine understanding of what HCPs in specific fields wish to receive information about, more intelligent, well-received SEO campaigns can be curated – beneficial for both sides of the marketing equation.
Challenge 4: HCP resistance to digital marketing campaigns
HCPs are not a homogeneous group, and many still believe that virtual channels and digital marketing are inferior methods of research [1], with many still reporting a preference for physical meetings with pharmaceutical representatives alongside physical information surrounding products. 64% of HCPs state their resistance to medical digital marketing is due to a lack of legal clarity surrounding digital healthcare as a whole. It is therefore important that any form of pharma SEO, especially that targeted towards HCPs, is designed and structured around legal guidelines and complies with medical advertising legislation, and strategy is intelligently informed rather than relying on “spammy” or low-quality techniques.
Need help with digital marketing to HCPs?
Whilst there are undoubtedly challenges in tailoring healthcare SEO to HCPs, for businesses willing to invest time and resources into understanding how to foster engagement, there will be real, tangible results. Varn Health has many years of experience working with healthcare and medical publishing clients and can help with all aspects of digital SEO, from keyword research to paid advertising. Get in touch to find out more.
References:
[4]https://bionest.com/pharma-and-physician-interactions/
[5]https://pharmaphorum.com/digital/research-reveals-search-engine-habits-of-patients-and-hcps
