Executive Summary

Healthcare professionals (HCPs) have been under increased time pressure since the COVID-19 pandemic began. With a myriad of economic and healthcare system factors, due to converge in 2023, the HCP working environment may be further affected. With less time for engaging with pharmaceutical organizations and keeping abreast of rapid and often complex scientific advances, HCPs are seeking credible scientific and medical materials that will help them remain informed.

Most healthcare professionals consult multiple medical information sources, often through digital channels, to inform a clinical decision. In 2022, an Elsevier survey of 1,778 physicians identified credibility, up-to-date information, and ease of navigation or searching as key factors that HCPs use to select content.

A great deal of medical content is recreated for different channels, regions, and purposes, all of which may need to be updated with the findings of clinical trials and other data. Recreating and re-reviewing content for multiple channels and ensuring that the information remains consistent therein can be difficult and wastes time and resources.

In recent years, many pharmaceutical companies have focused on meeting customer preferences and expectations through omnichannel engagement, often with commercial and marketing teams leading the way. However, 2023 will likely witness HCP engagement teams within pharmaceutical companies under an increased impetus to provide a user journey that does not differentiate between medical and commercial components. Instead, the user journey is driven by HCPs’ desire for more engagement with medical and scientific materials.

This white paper explores how digital, medical, and scientific content can be created and deployed to reach HCPs, and other stakeholders, such as payers and patients, through their preferred channels as and when they are open to engaging or searching for it. Improving the efficient and accurate output of medical and scientific content using a modular content approach will be key to meeting this goal.