HCP Engagement: What It Is & How to Build a Digital Strategy

For pharmaceutical companies today, relying solely on in-person engagement is no longer a viable option for engaging healthcare professionals (HCPs). Just as HCPs have shifted to providing digital services like telehealth, pharma companies must increasingly prioritize digital engagement strategies.

In this article, we'll cover what pharma companies can achieve with HCP engagement and how to develop a successful program. We'll also explore common challenges and tools to simplify the process.

What is HCP engagement?

HCP engagement is a practice pharma companies use to provide education, information, and communications to medical professionals. These programs are digital in nature, allowing HCPs to learn and engage via a variety of virtual events and one-on-one sessions.

Pharma companies typically develop these programs to achieve goals like introducing new solutions or increasing the adoption of certain offerings. Many companies also use these opportunities to collect feedback and gain insights from healthcare professionals.

Why HCP engagement is so important

Is your organization on the fence about investing in HCP engagement efforts? Let's take a closer look at why digital engagement is essential for the pharmaceutical industry.

Building connections with healthcare providers

Before 2020, in-person interactions were the norm for pharma companies seeking to build relationships with HCPs. Since then, hybrid programs have become increasingly popular. Now, 84% of HCPs prefer to increase or maintain virtual interactions, making digital engagement a key priority.

Providing current information on pharma products

To leverage available solutions and improve patient outcomes, HCPs need medical information that's both current and compliant. A McKinsey survey found that 60% of HCPs want pharma interactions integrated across channels. To connect with HCPs effectively, companies must offer information in a range of formats across digital channels.

Collaborating on pharma research and education

These digital engagements don't have to be one-way communication channels for pharma companies. Instead, they can also work as feedback channels. In fact, pharma companies can use the valuable insights they collect from virtual events, Q&As, and surveys to build trust and provide more valuable programs for HCPs.

5 Ways pharma companies can engage HCPs

Planning to implement an HCP engagement program or looking to expand your current offerings? Here are five of the most effective engagement strategies to try.

1. Invite HCPs to live Q&A sessions

When you want to make a big impact on your target audience, hosting an online conference is a great choice. Virtual live events can include multiple sessions, allowing speakers to cover everything from new pharma products to advanced patient care solutions.

However, big events can easily feel impersonal. To create deeper relationships with HCPs, create spaces for more personal connections. Livestorm offers several options for this kind of pharma HCP engagement.

For example, you can create breakout rooms with different themes. Participants can flow from the main event room to various breakout rooms, where they can connect with pharma reps and ask questions.

When you host a conference with Livestorm, you can also set up live Q&A sessions for any event. This feature allows guests to ask questions in real time. Other attendees can upvote questions, ensuring the ones that appeal to the widest group of attendees get attention.

2. Host seminars and panel discussions

Large online conferences give pharma companies opportunities to have high-impact interactions with HCPs. But when done well, smaller, more focused events can make just as big of an impression on stakeholders. They're also excellent for learning about HCP preferences and needs.

With online seminars, for example, you gather smaller groups for an educational presentation. While seminars typically feature a single subject matter expert, these events tend to be collaborative in nature. As a result, they often allow attendees to ask questions and share insights.

Along the same lines, panel discussions** are ideal for hosting a small group of industry experts**. Guests often have slightly different perspectives, so the event allows them to explore topics from different angles. Like seminars, panel discussions invite viewer interaction.

With Livestorm, you can invite multiple (up to 25) simultaneous speakers to any event. Plus, you can get attendees' perspectives via polls, live chat, and emoji reactions.

3. Support continuing medical education

Continuing medical education (CME) courses enable healthcare providers to improve their professional performance by learning new skills and discovering new treatments. One of the most effective ways pharma companies can support CME courses is to sponsor the educators who provide them.

As you build relationships with HCPs, take time to learn about their specific needs and preferences, including the topics they want to stay up to date on and the challenges they face. This way, you can make data-driven decisions about the best types of courses to sponsor.

4. Create informative product demos

When you have a new pharma product to launch, you'll likely want to include as many digital channels as possible in your marketing efforts. With interactive product demos and real-time promotional efforts, you can engage key opinion leaders (KOLs) and HCPs directly.

Pharma product demo videos showcase how your solution works and illustrate the key benefits. When you use HCP engagement software like Livestorm, you can answer attendees' questions and provide additional information as necessary. You can also gauge HCP satisfaction and interest in your product.

With Livestorm, you can also make product demos and launch videos available on demand. As a result, your target audience can consume your content when they can fit it into their busy schedules.

5. Sponsor industry networking events

As helpful as hosting your own events can be, they aren't the only way to have an important role in HCP engagement. Another option is hosting or sponsoring industry networking opportunities.

With Livestorm, it's easy to set up virtual networking events. The main event room can serve as a space where attendees can mingle freely. Then, you can direct attendees to breakout rooms to discuss specific topics or to connect with HCPs in certain areas.

Common challenges with HCP engagement

Before you pursue HCP engagement, make sure you know the issues your team could face. Here are some of the most common challenges companies encounter with this type of program.

Limited understanding of healthcare professionals' needs

The more you know about the needs of your target customer, the easier time you'll have engaging them. By asking directly, you can gain valuable insights about the specific needs of HCPs in your network. A PwC survey found that 82% of pharma customers would share personal data in exchange for personalized service.

Once you have a better understanding of HCP needs and preferences, you can make informed decisions about which topics to consider, channels to use, and formats to prioritize. Consider experimenting with several of the HCP engagement strategies above to find what works best and tailor your strategy to your target audience.

Increased competition for healthcare professionals' time

The average healthcare professional in the United States works an average of 50 to 59 hours per week. In addition to meeting with patients and handling administrative work, HCPs often manage communications from multiple pharma companies during these long hours.

When planning virtual HCP engagement, it's essential to consider timing. While real-time events may create more value for your team, they may not align with the demands on the healthcare industry. Instead, consider offering on-demand content that HCPs can view at their convenience.

Greater need for virtual and on-demand events

Shifting from an in-person strategy to a virtual approach to HCP engagement requires a new perspective and new technology. While online initiatives and on-demand events are often simpler to host, they can present their own set of technical and logistical challenges.

You can address many of these issues by choosing video engagement software that's both reliable and user-friendly. Livestorm provides 99.98% uptime to enterprise customers. Plus, we offer a toolkit for healthcare professionals designed to help you host seamless events.

Difficulty choosing the right HCP engagement platform

With so many options to consider, choosing the right digital tools may seem difficult. Make sure any webinar software or communication tool you select has these key features:

• Options for both live and automated webinars so you can engage HCPs in real time or on demand
• Built-in solutions for registering and following up with HCPs
• Integrations with 1,000+ apps in your tech stack
• Best-in-class security, including ISO 27001 compliance and access via SAML SSO

Ready to try our video engagement platform for yourself? Sign up for Livestorm** and set up an online event within minutes.**

Frequently asked questions about HCP engagement

What is an HCP in healthcare?

In healthcare, an HCP means any professional who provides medical services or administers medicine. This category typically includes anyone who works in medicine, nursing, or dentistry.

What does HCP marketing mean?

HCP marketing uses digital and traditional marketing channels to create touchpoints that communicate and build relationships with healthcare professionals. HCP engagement is a component of this type of marketing.

What is an HCP influencer?

An HCP influencer is a professional who shares thought leadership with an engaged audience, typically on social media. Pharma companies may partner with HCP influencers as part of their communication strategies.