8 CHAPTERS

THE EVOLVING ROLE OF WEBSITES FOR HEALTHCARE PROFESSIONALS

Published 09 Apr 2019

Uncover key trends and challenges related to healthcare professional (HCP) access and pharmaceutical industry provision of medical websites. With multi-stakeholder insights focused on themes outlined below, the ‘Evolving Role of Websites for Healthcare Professionals’ is designed to uncover the what, where, when and how of HCP demand and industry supply, informing decisions that support HCP education and engagement.

TYPES OF WEBSITE AND THEIR ROLES

What types of medical website are HCPs using and which are pharma supporting provision of, why and how? How are websites resourced, created or supported by pharma? Why and with what effect?

MULTICHANNEL INTEGRATION

Where do websites fit in the mix of channels used by HCPs and pharma for accessing and providing medical information?

DATA COLLECTION AND USE

How are website data and metrics obtained and processed? What is the role of data in delivering customer insight and outcomes?

CONTENT TYPE AND FORMAT

To what extent are various content types and formats supplied by pharma and consumed by HCPs online?

CREDIBILITY AND TRUST

To what extent is pharma provision and HCP consumption of content via websites influenced by factors related to trust?

COLLABORATION

How does pharma collaborate internally, with external suppliers and with HCPs in relation to provision of websites? How are expertise, systems and resources aligned accordingly?

INFLUENCES AND OBSTACLES

What factors affect the decisions and ability of pharma to supply, and HCPs to access, medical websites?

 


of pharma do not have good knowledge of HCP web initiatives elsewhere in their business
in 2 HCPs think pharma should focus primarily on being transparent in order to gain their trust
of pharma measure whether their HCP websites activities result in behaviour change
of pharma devote just 10% of their HCP communications budget to web/online activities
of HCPs report high demand for downloadable clinical content
of HCPs visit independent medical websites weekly

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