How to create content for health professionals

Content for healthcare professionals is a powerful medium. According to research by the social network SERMO, 75% of physicians say they need to engage with 3-6 pieces of educational content about a treatment before feeling confident in prescribing it.

In contrast, research shows that US oncologists are giving less access to pharmaceutical sales reps than ever before. Reps are no longer considered the most significant channel for establishing relationships. Digital is becoming more important than ever.

But getting the attention of healthcare professionals online becomes ever more challenging as volumes of content and advertising continue to grow. Research shows that, on average, an oncologist is exposed to 512 digital ads each month through their personal devices.

Catching the attention of time-strapped healthcare professionals is that much harder in a saturated marketplace, but not impossible if you’re armed with the right tools.

To help you create high-performing content for healthcare professionals (HCPs), Springer Nature commissioned independent surveys from Hanover Research on North American oncologists’ and cardiologists’ content consumption habits.

The insights from the surveys provide practical tips for making your HCP content more engaging.

Read the survey inights >>