Capturing the Attention of Healthcare Professionals

Schedules and Communication Channels

Understanding when and how to communicate is equally crucial. Many healthcare professionals start their day early and finish late, attending to patients, performing procedures, and keeping up with medical literature. Therefore, communications should be timely and non-intrusive. Although email remains a preferred channel, it is essential that the content be direct and relevant. Additionally, compliance restrictions must be considered, especially in regions where the direct promotion of drugs or medical devices is regulated or limited.

In both life and email marketing, timing is everything. You could send the most compelling emails to prospective and current patients throughout the day, but if they land in their inbox at the wrong time, they may not have the desired impact.

According to a study conducted by TheIntake, a company specializing in analyzing email marketing behavior in the healthcare industry, the best times to send emails are typically Tuesdays at 10 a.m. and Wednesdays at 2 p.m. Try sending emails during these times and then review your open and click-through rates. Afterwards, experiment with sending your emails at different times and on different days to compare performance.

The Omnichannel Strategy

With a clear understanding of the healthcare professional’s profile, it becomes possible to design an omnichannel communication strategy.

This strategy combines multiple channels—such as email, events, medical representatives, and face-to-face interactions—to create a cohesive, customer-centered experience.

Highlighting this last point, it’s important to have authentic, high-quality content. Follow this five-stage process based on best practices for B2B messaging.1. Build an Editorial Calendar

Before you can develop quality content for HCPs, you’ll need an editorial calendar to keep everyone on track. Editorial calendars help marketers stay consistent and maintain quality by allowing better planning of the content to be published.

2. Be Intentional with Your Messaging

Although physicians are busy and often overwhelmed, they are also human. The best content today uses messaging that is empathetic and demonstrates a deep understanding of the target audience. Take the time to develop accurate HCP personas. This is where collaboration with your sales team becomes invaluable. Gather insights about the HCPs you want to target — including their pain points and how your product or service helps solve their problems.

It’s also essential to consider the physician’s journey, just as you would for any other buyer. After the initial awareness stage, the goal is to provide a compelling argument that demonstrates how your organization or brand will benefit their patients or practice. Once personas are developed, you can create personalized content based on where the HCP is in their adoption journey.

3. Content for Awareness

If you want HCPs to get to know you, focus on creating traffic-generating content — including articles, blog posts, partnership content, features, PR materials, videos explaining your drug’s mechanism of action, and patient testimonials. Consider content partnerships with publications, associations, and corporations.

In this Sosadiaz Reel, you can see how well-developed, tailored content can make all the difference.

4. Content for Consideration

This is where you demonstrate your value to HCPs. They already know who you are and what they want or need — now they’re in the early research phase. It’s time to show them you understand their pain points.
The consideration stage may include thought leadership pieces, industry publications, how-to guides, tips, and educational resources.

5. Content for Evaluation and Decision

The final stage is the evaluation and decision phase, where you provide HCPs with the information they need to make a final decision about your product. During this stage, valuable content includes clinical data, case studies, testimonials, and endorsements from high-profile or industry leaders. To help them make an informed choice, don’t forget to offer supporting materials such as webinars and sales collateral.

 

When Developing Content at Any Stage, Keep These Tips in Mind:

• Include social media sharing buttons on blog posts.

• Add tweetable quotes within your blog content.

• Include key phrases in both text and visuals to improve SEO.

• Stay ethical and communicate your message appropriately.

• Always remember empathy and compassion.

• Avoid selling — inform and educate instead.

 

At Sosadiaz, we specialize in creating digital content. Discover how we can help you develop captivating, interactive, and original materials that significantly increase HCP attention and engagement.
Here are some of our examples:

 

In the field of communication and marketing aimed at healthcare professionals, events play a crucial role. These gatherings provide a platform to share advances, discuss research, and foster collaboration. However, in an increasingly digital world—and given current restrictions—traditional events have had to evolve. This is where hybrid events come into play.

Hybrid events combine the best of both worlds: in-person interaction and digital flexibility. For many physicians, the opportunity to engage face-to-face, break away from their routine office environment, and immerse themselves in an enriching experience is invaluable. However, not all healthcare professionals can attend in person due to time constraints, travel limitations, or personal preference. The virtual option allows these professionals to participate and benefit from the event’s content without being physically present.

---

Key Factors for a Successful Hybrid Event

1. Strong Attendance Strategy

The foundation of any successful event is an effective invitation and outreach strategy. This involves having a clear, engaging event concept, a relevant and valuable topic for participants, and—most importantly—a compelling anchor speaker who can attract and inspire the audience. A strong speaker can be the deciding factor that motivates a healthcare professional to attend.

2. Enriching Experience

An event should not merely consist of a series of presentations or talks—it should be an experience. This is especially true for healthcare professionals who often look for events that offer something different from their day-to-day routine. The combination of physical and digital elements—also known as “phygital” experiences—can provide this uniqueness.
For example, a live demonstration of a new medical device could be followed by an interactive virtual reality session for remote attendees.

3. Cost-Benefit and Differentiation

Organizing a hybrid event can be more cost-effective than an entirely in-person one, particularly when considering expenses related to lodging, travel, and logistics. Moreover, by offering a virtual option, you can reach a broader audience. This combination not only provides an excellent return on investment (ROI) but also helps differentiate the event from others in the market.

4. Return on Investment

Beyond costs, it’s essential to consider the value a hybrid event can deliver. By merging in-person and digital formats, opportunities for networking, learning, and collaboration are maximized. Participants can choose how they wish to engage, leading to higher satisfaction and, ultimately, greater long-term commitment to the hosting organization or brand.

---

Conclusion

In the ever-evolving landscape of healthcare communication and marketing, adaptation and innovation are key. A deep understanding of healthcare professionals—their motivations, preferences, and challenges—is the cornerstone of any effective marketing strategy. From this understanding, omnichannel strategies that integrate multiple communication channels emerge as a powerful way to reach this audience effectively and cohesively.

Content creation, particularly content that speaks the language of healthcare professionals, is essential. It must be relevant, timely, educational, and non-promotional. Its goal should be to educate, inform, and ultimately build a relationship of trust with the healthcare professional.

Hybrid events, which blend in-person interaction with digital flexibility, represent a natural evolution in how we connect and communicate in the modern world. They offer a unique experience, allowing companies and organizations to reach broader audiences while providing memorable and enriching interactions.

At Sosadiaz, we are experts in healthcare and pharmaceutical marketing. We understand the unique complexities and challenges of this sector and are equipped to help companies navigate this landscape and build meaningful connections with healthcare professionals.

If you’re looking for a data-driven, effective marketing strategy tailored to your needs, we invite you to contact us. Discover how we can help you achieve your goals and make a difference in the healthcare industry.

Learn more about us and take the next step toward more effective and meaningful communication!