Chart of the Month - How often are US Payers exposed to pharma channels in a typical month?

January 2023, our CHART of the MONTH:

Payers, just like physicians, are increasingly accessing their information through digital channels. Taking US Payers as an example, recent data from Navigator365™ Payer tells us that the majority (62%) rate pharma digital channels as important or very important. And that when it comes to engaging with the industry in either a promotional or educational context, an even larger majority (70%) prefer a digital-only or omnichannel mix of digital plus F2F over a purely F2F approach. 

So when it comes to a preference for omnichannel, Payers are certainly talking the talk… but are they walking the walk? Just how often are Payers exposed to pharma content and what channels are they interacting with? Again, thanks to insights from Navigator365™ Payer, we can see that in a typical month, a Payer may have over 130 interactions, both offline and online, with pharma content via around 24 different channels. These are primarily ‘owned’ channels (channels, both medical and promotional, that a company creates and controls) but also some ‘paid’ channels.

It's important to stress that these data by themselves do not indicate what the optimal channel mix should be, which channels are the most impactful, or how positively (or negatively) Payers regard these interactions, but they do provide a fascinating picture of the variety of channels that are reaching this influential audience – and how often (remember that Payers will be getting additional exposure to pharma content via earned channels as well). Clearly the omnichannel mix is a reality for Payers already, but whether this mix can be better optimized remains to be seen!  

If you would like to learn more about how omnichannel offers an untapped opportunity for pharma to connect with Payers more effectively, our webinar ‘Omnichannel for Payers: A big opportunity for pharma’ is now available on-demand. 

To find out how Navigator365™ Payer can offer actionable insights to help you reach and engage with your Payer audience, please get in touch! 

Chart of the Month is an ongoing series where we highlight an interesting chart or statistic from our Navigator365™ research, and offer a brief commentary on what this can tell us about trends in customer engagement in the life sciences.