Physicians’ engagement with digital communications from pharma companies has traditionally been low: Click rates for doctors in India average around 10% to 15%, with some variation for specialties. Pharma companies have the opportunity to double (or even triple) levels of engagement in many cases, however, by tailoring their digital programs to physician preferences. For example, physicians in India overwhelmingly prefer communication via WhatsApp, with click rates 3.5 times higher than email and nearly 24 times higher than SMS. Content matters as well: Scientific content, such as publication findings and clinical case studies, generated up to 2.5 times higher engagement than promotional brand content. And format makes a difference, too, with physicians 3.5 times more likely to click on short video content than articles and infographics. Pharma companies that adapt to these trends can get a bigger bang for their buck on physician outreach.
THB is a technology, healthcare and big data analytics company based in India. THB’s platform enables digital scientific education and engagement with clinicians. It includes proprietary clinical insights, evidence and research from real-world data from across more than 25 therapy areas and engagements with more than 250,000 doctors.