Digestible content revealed as the most significant driver to clinician satisfaction
January 13, 2022 – LONDON, UK: New research of +1,830 physicians across Europe, Brazil and Japan has revealed the need for the pharmaceutical industry to produce easy to read, ‘digestible’ content in the post-COVID era as physicians receive more digital content than ever before.
The research led by Bryter, a market research and insights consultancy, shows the direct relationship between clinician treatment choices and pharma’s ability to produce digestible digital content that can be easily shared with patients. The research looked at satisfaction with digital content (email, internet, smartphone or tablet content) provided by AstraZeneca, Roche, Sanofi, Novartis, Bayer, Pfizer, Bristol-Myers Squibb, MSD, Daiichi-Sankyo, Janssen, Gilead and Takeda.
Laurence Olding, Healthcare Research Manager at Bryter, said, “If digital channels are to become the pre-eminent means of communicating, pharmaceutical companies need to understand what matters most to clinicians and how they are currently performing against their competitors. Providing information that is easily digestible, keeps physicians up-to-date with scientific developments, and helps them deliver better patient care is fundamental to driving satisfaction with the digital content pharma provides”.
Since the start of the pandemic, more than two-thirds (67%) of clinicians have received more digital content from pharmaceutical companies than before the pandemic.
Laurence Olding, Bryter, explains, “We’re starting to see a divide between the pharma companies who are keeping pace with clinician needs in digital, and those who are beginning to fall behind. We ranked clinician satisfaction across therapy areas, across markets and between pharma companies. We’ve assessed how satisfied clinicians are, which companies are ahead of the curve in producing interactive content and which are lagging. What’s clear is there is more the pharma industry can be doing to improve”.
Bryter’s research reveals:
The full results can be downloaded here: https://pages.bryter-research.co.uk/pharma-digital
Additionally, as part of their research into digital engagement with HCPs post-COVID, Bryter has assessed the digital content and channel engagement Forxiga, Jardiance and Invokana amongst Nephrologists as well as five immunology brands (Dupixent, Skyrizi, Taltz, Stelara and Cosentyx), with Dupixent scoring the highest. Dermatologists were more likely to share Dupixent digital information and content with their colleagues (79%) compared with other brands.
Pharmaceutical companies keen to see further data relating to their performance in different markets can contact Ben Gibbons (US) or Seb Martin (UK) for further information email@example.com / firstname.lastname@example.org.
Please reference Bryter as the source of this research in any editorial articles.
Interviews and visual research graphics are available upon request. Please contact Liz Adams on 07775515593 or LizAdamsComms@gmail.com.
Bryter is the UK and US-based market research and insight consultancy specializing in healthcare research. www.bryter-uk.com.
Bryter uses a range of approaches and methodologies incorporating qualitative techniques like digital ethnography and advanced analytical techniques for optimising content strategy. Bryter’s Digital Campaign Builder is a choice-based tool that helps to truly optimize integrated channel and content preferences.