How did ‘Wisdom of the crowds’ predictions on HCP interest in digital compare with the real data?

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At the start of the year we invited colleagues in pharma to make predictions for where 2021 might go in terms of three key customer engagement measures: HCPsinterest in digital offerings from pharma, their satisfaction with those digital communications, and the share of marketing budget allocated to digital activities. 

We received over a hundred predictions which we shared – “the wisdom of the crowds” – and promised to come back later in the year with the ‘real data’, once we’d compiled it for 2021. 

Well, the waiting is over! With the Navigator365™ Core results in since October, we did the final check on Q1 and Q2 (with Q3 covered by the June 2021 Maturometer™ survey). Here we present the final results of our 2021 data and how it compares to the average predicted results from our survey:

HCP interest in pharma digital (61%) actually went back to pre-pandemic levels (2019), vs. a much rosier prediction of 71%. Perhaps digital fatigue is to blame here, with a lack of compelling digital content having played a role? Nevertheless, interest at 61% despite the fatigue bodes well for companies who are able to cater to their customers with a more personalized omnichannel approach in terms of both content and channel mix.

The averaged prediction for HCP satisfaction levels (45%) came very close to reality, with 43% of EU4+UK specialists saying they were satisfied with pharma’s digital offerings in 2021. While this maintains the considerably increased satisfaction level vs. pre-COVID, there is still plenty of room for improvement! 

Digital budgets grew by only 3 percentage points vs. 2020 – and are up only 4 percentage points vs. 2018. These incremental changes may be another reason why the level of satisfaction did not go up – the difference with previous years was hardly noticeable to the customer.
 
To find out more about how these and other insights from Navigator365™ can help boost your customer engagement strategy in 2022 and beyond, click here or arrange to speak with one of our omnichannel experts. 

A smartwatch is on its way to the lucky winner whose predictions were closest to the final results, while the next ten runners-up are set to receive a copy of the latest 2021 edition of our essential Evidence-based multichannel manual.

 

Should you have any questions about the above or wish to have a chat with one of our experts, do not hesitate to reach out to us!

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