2023 Content Trends for the Biotech and Pharma Industry: DEEP

In 2023, the biotech and pharma industry faces a series of content challenges. In a fiercely competitive market, winning over HCPs has become a matter of survival. Here are four content trends and principles, spelling out DEEP, to help companies stand out in these challenging times.

Digital

In the digital age, digital tools are becoming ever more widespread. According to an Accenture survey, only 10% of HCPs prefer to keep in-person seminars. Digital means more than being online: it means virtual, modern tools, and it means HCPs are now adapting to digital trends faster than ever. The biotech and pharma industry needs to keep pace with new digital tools and a changing era. Companies must commit to adopting more advanced digital tools to capture HCPs' attention.

According to IQVIA research, more than 64% of HCPs were already Gen X or Millennials in 2019, meaning they were all under 55. In 2020, more and more Asian countries leaned toward digital platforms. Rather than email, HCPs in Singapore were more inclined (+10%) to use digital platforms to get more information. In Thailand, HCPs' preference for video platforms and pre-recorded lectures rose by a full 16%.

Engage

HCP engagement rates are shifting. Email, which dominated engagement for years, is declining, while engagement through video calls and messaging apps has surged. The pandemic pushed HCPs to embrace more modern engagement channels, even using modern video formats to absorb medical knowledge and research papers. Companies should therefore change their engagement channels to better meet HCPs' needs.

Research from OMNISEND also shows that an omnichannel marketing strategy can effectively lift engagement, achieving 3.5x engagement while boosting brand awareness and loyalty. In other words, this strategy lets companies better connect marketing channels such as email, SMS, social media, and websites, extending brand influence.

E-detailing

82% of HCPs have noticed that some pharma companies now go beyond providing information to offering services that meet HCPs' needs, such as lectures and training. Meanwhile, BCG found that 40% of physicians want to receive more drug or scientific information in the post-pandemic era. These signs all point to one thing: the biotech and pharma industry needs to provide more factual information and communicate with HCPs through channels closer to them. Companies should commit to offering services that meet HCPs' needs and communicating with them in a more personal way.

Recent surveys also show that HCPs care more about the accuracy and reliability of information, because they need to make sure what they tell patients is correct and helps patients properly understand their condition and treatment options. HCPs also dislike overly promotional materials, which often lack objectivity and reliability. To earn HCPs' attention and trust, brands need to provide valuable, reliable information and make sure it genuinely helps HCPs.

Personalized

According to BCG's latest survey, what HCPs care about most is whether pharma companies send personalized promotional messages; it is the most closely watched of all the factors that shape HCP engagement. Yet EPG Health data shows that more than 80% of HCPs have not received personalized messages. To win over HCPs at the most fundamental level, content strategy should focus on building personalized content experiences.

In addition, Analytics IQ research shows that 57% of HCPs believe pharma companies fail to understand and meet their needs. The biotech and pharma industry needs to pay more attention to HCPs' needs to deliver better service. When developing new products and promoting existing ones, companies should consider HCPs' needs as much as possible, and how to give them better support and service. Only then can we truly earn HCPs' trust and support.

Summary

2023 will be a year full of challenges and opportunities. The biotech and pharma industry will keep growing, and standing out in this market is crucial. We hope the DEEP content trends and principles shared here help you create better products and services. As the AI era arrives, OakMega wants to work with you to open a new chapter in AI × HCP communication. We look forward to the chance to work together and bring more innovation and growth opportunities to you and your team.

To learn more about the biotech and pharma industry and how to apply these ideas at your company, check out our 2023 Biotech & Pharma Trends Summit Special, or fill out the contact form on our website and our sales team will get in touch!

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