Since 2008, Across Health has systematically collected channel data from HCPs on over 50 offline and digital channels - across many markets and therapy areas. The datasets from 2011 onwards have been entered in a unique channel database. To illustrate the robustness of the database: in 2013-14, Across Health collected channel data from nearly 5000 HCPs. Key metrics cover ‘Reach’ – the extent to which channels are commonly encountered by HCPs, and ‘Impact’ – the extent to which channels influence clinical decision making; profiling data include demographic and attitudinal dimensions.
While the digital age has been upon us for some time, pharmaceutical companies still struggle with their digital offerings towards HCPs. Wide-spread thinking throughout the industry often attributes this to the ‘traditional’ mindset of HCPs: they are thought to prefer (single-channel) offline F2F contact with a sales rep above all other channels.
For this article, we delved into our database to uncover the actual reach and impact of digital channels among HCPs, across therapeutic areas and specialties within EU5. The key metric in our analysis is the digital divide, which we defined as the delta between a) the percentage of HCPs preferring digital channels or a multi-channel mix, b) the percentage of HCPs actually reached by pharma’s digital offerings.
Via Dominique Godefroy