Client challenge
Our client needed a medical affairs-led approach to disseminate and amplify evidence to extend reach and maintain a share of voice outside of the journal/congress publication cadence. To emphasize recently published evidence, and given the absence of de novo data, the client needed to simplify a data story and articulate the narrative around complex, multifaceted adverse event (AE) management so clinicians can better understand and adopt best practices into their patient care algorithms. The challenge was also increasingly complex given that their audience was busy and difficult to reach.
Insights
The team approached the challenge from a channel-agnostic, stakeholder-driven perspective. This ensured that audience insights and preferences drove channel and format decisions. Physicians cite lack of time (78%), content overwhelm (50%), and difficulty finding relevant content (46%) as the top barriers to keeping up with educational medical content. ¹ Leveraging digital channels and formats would address these and many other physician pain points. The right solution would provide on-the-go medical education served where physicians were already consuming clinical news and updates. In reviewing leading syndicated audience research, the team identified another key insight; the relevant target specialty is 25% more likely to use HCP-dedicated social platforms compared with all specialists.²
Access the full case study
"*" indicates required fields
