One-size-fits-all content does not suit pharma brands seeking to connect with oncologists – particularly in Australia.
Pharma content tailored to physicians’ individual practice needs is in demand the world over. Doctors grappling with crushing patient volumes and burdensome clerical tasks are eager for shortcuts to relevant clinical resources. However, the need for personalized resources really jumped out at us as we were working on a recent report on targeting Australian oncologists. 93% of Australian physicians express interest in filtering website content for a personalized experience – by specialty or commonly-treated therapeutic areas, for example – and almost 3 in 4 Australian oncologists say they are unlikely to return to a pharma site if it is difficult for them to find relevant professional info. For comparison, 79% of U.S. oncologists prefer tailored web experiences, and half are more likely to return to a site that is customized to their interests.
One Aussie oncologist we interviewed told us: “Homepage content must be categorized based on specific cancer specializations, as it would make the website layout easier to understand.” Another suggested that “Product information is useful but it is scattered. It must be organized by individual cancer specialization.”
Our team interviewed medical oncologists in Australia to understand how they interact with a pharma digital assets, their overall web behavior, preferences and expectations from pharma in terms of content personalization. We also surveyed the pharma digital landscape and found a paucity of personalized offerings from pharmas, indicating opportunity for marketers to differentiate their offerings through customized content.
- Greater relevance: Oncologists visit pharma websites mostly to look for specific information, and often find a info for various specialists and HCPs packed confusingly into a page. Sharing content related to their sub-specialty (breast cancer, lung cancer etc.) and interests, even adding filters, can help marketers make the overall website experience more relevant to these physicians.
- Richer rep interactions: More tailored website content gives physicians a means of finding answers to their product-related questions between rep visits and may lead to more informed and productive rep visits. Australian oncologists prefer having more personalized contact with sales reps to get answers to their medical queries.
- Accessible content: Say an oncologist is in the middle of a consultation and wants to look at the dosing information of a drug specific to their therapy area and download product information to share with the patient. If it’s buried multiple clicks within the website and rendered in a difficult-to-share format, chances are that the oncologist looks elsewhere and the brand misses a golden opportunity to message with the patient and possibly impact adherence.
HCPs see pharma portals as repositories of key scientific information and resources around medications -- clinical evidence, efficacy data, services such as webinars/webcasts of congresses and educational resources. By narrowing that experience to only the most relevant content and limiting the number of clicks they need to make to find what they’re looking for, pharmas can improve user engagement and provide a more fulfilling experience to these busy professionals.