The Digital Future Is Here: Production Strategy Enables Digital Content & Reaching Physicians Remotely
Reaching physicians has never been easy, but with COVID related quarantines and many offices just beginning to reopen or still closed it seems more challenging than ever. In fact, in a recent a survey of 550 doctors conducted in late May and early June, 52 percent of respondents said they would not allow any in-person rep visits through August 31, with oncologists the most likely (78%) to halt all visits. (1)
Additionally, a recent Iqvia report entitled: “Rebooting Consumer Health: Thriving in a Post-COVID-19 World” reported that in the US in the period of June 2019 vs. June 2020 Face to Face meetings with HCP’s were reduced by 89% in Absolute Recorded Promotional Volume. Yet in the same period remote Recorded Promotional Volume was increased by 135%. (2)
With more eyes on screens, amping up your digital content strategy seems like the obvious solution, but we know this comes with its challenges for healthcare marketers, who are asking:
- How can I provide the same level of value remotely and via digital assets that we normally provide during in-person visits?
- How do you produce more with a limited budget?
- How do you keep up with content demand across multiple platforms, countries and regulatory constraints?
So how do we tackle these challenges? A digital content development and production strategy is the starting point for driving evolution, meeting new demand and creating efficiencies in order to meet your marketing goals. Here are a few specific ways digital production strategy can solve some of these challenges:
- Effectively reach physicians without in-person visits. The value of in-person Rep or MSL visits, via personalized presentations and tailored 1:1 promotion is still possible in a digital or remote format if you put personalization at the core of your content plan. With the right development and production technology and approach, you can implement extensive versioning, adaptations and customization of content for countless demographics, and all within regulatory oversight. This gives you power to tailor your messages and digital experiences to be most effective for each of your targets.
- Efficiently produce content with limited budget and COVID-constraints. You can still produce new content, even with tight budgets and the limitations put on in-person shoots due to COVID. We’ve leveraged production approaches such as remote shooting for digital and broadcast content creation. In these scenarios where our clients wanted fresh, relevant content and didn’t have the historical assets to give the right feel, we worked to coordinate talent, deliver video drop kits and leverage video conferencing to bring multiple parties together to direct and shoot new content. Also the strength of our global production network allows us to hold in-person shoots in locations where small, distanced gatherings are permitted.
- Keep up with digital consumption demands. Physicians are consumers too, and now more than ever consumers are spending time looking at screens. Leveraging production technology and our healthcare expertise, we’re helping clients by producing assets at scale for e-detailers, and repurposing/originating and distributing content through the Veeva platform that works seamlessly on ipads or other mobile devices. Further, digital development and production technology delivers the agility you need to constantly improve your content based on consumption data and insights, what’s working and what’s not. This type of agility and automatic integration of data simplifies the process for keeping up with demand and ensuring effectiveness.
Where do you start to drive production evolution within your organization?
A modern development and production approach, infused with technology, creative solutioning and streamlined processes can deliver the ability to produce marketing content in a more effective, efficient and consistent way. By creating a single platform that keeps all of your vendors, agency partners and markets connected and operating against one process from brief to deployment, you are able to achieve that digital transformation.
For more information on how this works, check out this article.
- “Managing Uncertainty: Helping Physicians Survive in the Short-Term and Thrive in the Long-Term,” a report authored by AbelsonTaylor and Veeva
- Iqvia report entitled: “Rebooting Consumer Health: Thriving in a Post-COVID-19 World”