Key Considerations for Delivering Interactive Medical Content
Although the benefits of delivering interactive medical content are many, the process itself is time and resource intensive. The content must be interactive in a true sense so that HCPs can easily engage, provide inputs, and share feedback. This can be achieved through various options such as integrating surveys, polls, quizzes, and voice-overs or by using technology such as augmented reality, interactive videos, and virtual reality.
Content relevancy over fancy technology
An important aspect is that the focus should be on the relevance of content and meeting the expectations of HCPs. Technology, a means to achieve better HCP engagement, should not take precedence over the relevancy of content that should continue to be the driving factor. Thus, technology should be viewed from the lens of how it can deliver the relevant content effectively and interactively and not become the key factor or divert the focus from developing pertinent and personalized content for the HCPs.
An in-depth understanding of the preferences of HCPs can help the Medical Affairs teams in building their strategy for interactive medical content.
Interactive content is time and resource
intensive. It can be very valuable but if the
interactive content doesn’t work across
different devices, browsers, and channels it can
impede a global rollout
Global Field Medical Lead, Ipsen
Digital savviness of HCPs should drive the interactive content
It is important to understand that the preference of HCPs for interactive medical content is strongly influenced by their digital affinity. Factors such as experience level, geography, specialty, and daily schedule influence an HCPs digital savviness. Therefore, segmenting the HCPs on the basis of their preferences and affinity is necessary to ensure that the Medical Affairs teams can derive maximum value from their investments and efforts in interactive medical content. This will also help them plan resource and budget allocation better based on the complexity of interactive content required for a specific HCP cluster/segment.
Interactive content is an incredibly powerful medium to gather real-time insights and feedback from the HCPs. These insights can help in making strategic decisions as well as change the course of a discussion based on answers provided by the HCPs
CMO and Head GMA, Endo Pharmaceuticals
Automation to deliver efficient and sustainable interactive content
While the relevancy of content is of paramount importance, it is equally important to get this content delivered in a manner that is efficient and sustainable. The Medical Affairs teams need to deliver personalization at scale and ensure that the content is Medical Legal Regulatory (MLR) approved. This is where investments in solutions such as automated modular content and tier-based MLR approvals can benefit and vastly improve the effectiveness of interactive content for engaging the HCPs.
Interactive content is not just about making things fancy or chasing the shiny objects. One needs to keep things simple and relevant to make the HCP engagement effective and sustainable
Jung Hyun Lee
PharmD, Sr. Director, Medical Information Operations Excellence, AstraZeneca
Use engagement metrics to decode HCP preference
Engagement metrics can also provide valuable information on the content preferences of HCPs. It is critical to ensure that the right data are captured from interactive electronic tools regarding the HCP interactions, for example, what screens/ pages are consumed, time spent on each page, medical and scientific content used, and sequence of consumption. At the same time, the Medical Affairs teams should also consider shifting from the traditional volume or time-based metrics to ones that are a true measurement of engagement and experience.
Collaboration Among Stakeholders for Effective Interactive Content Strategy
Building an effective strategy for interactive medical content starts with a greater collaboration among all the stakeholders that are involved—the Medical Affairs, IT, the field medical, legal, and compliance teams, as well as the HCPs. Strong collaboration will ensure clarity on the content that needs to be delivered in an interactive manner, the type of technology that will be relevant, and the way the content will be rendered to the HCPs. The global teams should also incorporate feedback and inputs from the local teams. This will ensure that the best practices are applied across the organization and will allow teams to avoid reinventing the wheel.
Understanding potential biases for the use of technology held by compliance, field medical team, clinicians or others is key. Medical Affairs must be at the forefront to assess and adapt policies and procedures to address the use of evolving technology for exchange of scientific information.
President, Heim Global Consulting