HCP Channel Preference in 2023

​For Physicians and Pharma, Hybrid Engagement Is the New Normal

Boston Consulting Study

HCP Channel Preference Trends
HCP channel preference is the choice of communication channels that healthcare practitioners (HCPs) like to use when they talk to pharma companies and other parties. Different HCPs have different channel preferences based on their personal traits.
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What are the trends for HCP Channel Preference?
84% of physicians prefer to maintain or increase the share of virtual interactions with pharma companies:

• Offering a variety of different channels, including those for both face-to-face and virtual engagement, is more effective than providing ones for face-to-face-only or virtual-only contact.
• Virtual models can drive increased efficiency—particularly for specific therapeutic areas, markets, or life stages of a product—making consideration of these factors important when setting the overall engagement mix.
• Companies should personalize the mix of engagement channels for HCPs.

The use and timing of each channel should be based on consideration of physician preferences, behavioural patterns, and schedules, as well as practice-specific and regional factors.

Link to Article

The findings are in line with our experience: Most HCPs prefer being addressed at their preferred channel (email, phone, video chat, face to face) rather than a one-size-fits-all channel.
Pharmaceutical companies are now able to customize the optimal channel for each doctor based on their individual personality and preference. These insights help to improve communication and relationships with HCPs, including digital opinion leaders and other influencers.
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Note on Channel preference vs Acceptance: Historically, the metrics to identify the optimal channel were linked to the acceptance rate (clicks, emails opened). This information identified the accepted channel(s), however did not necessarily indicate what the HCP actually wants/ prefers. Fortunately this challenge has been overcome and the actual channel preference for each HCP can now be identified.