Wisdom of the crowds predictions on HCP interest in digital
In January 2021, Across Health surveyed 100+ pharma staff around 3 key topics: HCP interests in digital pharma offerings, their satisfaction with pharma digital communications and the share of marketing budget allocated to digital activities. The aggregated results – “the wisdom of the crowds” – see the interest of EU5.
In terms of HCP satisfaction with digital communications from biopharma companies, the results of our 2021 HCP engagement survey shows the upward trend is present here too, but with 45% (up from 41% in 2020) estimated to be “satisfied or very satisfied” by the end of this year, it’s clear that there is still a lot of work indeed from biopharma to fuel the virtuous cycle “better offerings -> more satisfaction -> more interest”.
Not surprise that our 2021 HCP engagement survey also reveals a growth tendency in the share of digital in marketing budgets. However, compared to the upward trend in HCP interest and satisfaction with digital pharma offerings, the interest here is HUGE (over 50%): from 23% in 2020 to 36% in 2021.
On the other hand, at 12%, the standard deviation for this question is by far the highest… (it was 0.7% for interest and 2% for satisfaction…). This may point a “two-speed” evolution with some life sciences companies resolutely taking the lead while others “watch & wait”.