HCPエンゲージメントの動向

当レポートでは、製薬企業のHCP（医療従事者）エンゲージメント獲得戦略について取り上げ、デジタルと従来のマーケティングチャネルの相対的なリーチと影響力、パーソナライズドコンテンツの重要性の高まり、HCPがもっとも多く要求する情報の種類を検証しています。

主な質問

• 1. HCPのエンゲージメント、リーチ、意思決定に影響を与える効果において、現在もっとも重要なマーケティングチャネルはどれか
• 2. もっとも頻繁にリクエストされるコンテンツの種類とは
• 3. パーソナライズドコンテンツマーケティングは、マーケティングミックスにおいてどの程度重要になるか
• 4. リアルワールドアナリティクス？リアルワールドフィールドソース？ソーシャルメディアリスニング？HCPの選好をよりよく理解するためのリソースや技術の動向とは
• 5. マーケティング予算のうち、各主要ステークホルダーに割り当てられている割合はどの程度か、また今後5年間でどのような変化が予測されるか
• 6. HCPエンゲージメントを達成し、マーケティングパフォーマンスを評価するための主な課題とは

This report presents findings from a recent survey of pharmaceutical marketing decision makers, focusing on current and emerging strategies for engaging healthcare professionals (HCPs). It examines the relative reach and influence of digital and traditional marketing channels, the growing importance of personalised content and the types of information HCPs most often request.

The analysis also explores how companies are using technologies-such as generative AI and real-time data tools-to better understand customer preferences, how insights are being applied to strategy, and how marketing budgets are shifting across stakeholder groups. Challenges related to regulation, resourcing and internal alignment are also addressed, along with evolving approaches to performance measurement.

Key Questions Answered:

• 1. Which marketing channels are now most important for HCP engagement, reach and effectiveness in influencing decisions?
• 2. What are the most frequently requested types of content?
• 3. How important will personalised content marketing be in the marketing mix?
• 4. Real-world analytics? Real-world field sources? Social media listening? What is the trend in resources and technologies for better understanding HCPs' preferences?
• 5. What proportion of the marketing budget is allocated to each key stakeholder group, and what changes are expected over the next five years?
• 6. What are the key challenges to achieving HCP engagement and assessing marketing performance?

Methodology:

Dossier reports are developed from independent and concise analysis derived from original industry surveys and in-depth interviews with industry thought leaders. Reports analyse in detail significant developments and market trends that pharma executives need to understand if they are to manage the opportunities and challenges that lie ahead. The focus of each report is defined by a review of the secondary literature and any knowledge gaps identified. Based on this initial research, an evidence-based and expert-informed discussion guide is developed to ensure the research answers the most critical questions. Additionally, robust screening criteria are established to ensure that those interviewed are qualified in terms of their experience, knowledge and stature to speak on the topic.

What makes our reports different?

FirstWord Reports, a trusted industry leader with an exclusive focus on the pharmaceutical sector, delivers in-depth, actionable insights for biopharma professionals and decision-makers. Our deep industry knowledge enables us to provide relevant and valuable insights that help you identify emerging trends and navigate complex challenges effectively. Backed by extensive research and independent, impartial insights from leading experts and KOLs, our reports deliver the accuracy and reliability you need. With exclusive access to interviews and data unavailable elsewhere, along with ongoing market monitoring, we give you a comprehensive view of market dynamics. Covering over 40 dynamic disease areas and providing physician intelligence, including KOL insights and quantitative physician surveys, as well as industry expert views on issues in medical affairs, digital health, sales & marketing, market access, and other areas, our reports empower you to make smarter, data-driven decisions and maintain a competitive edge in a fast-moving industry.