The way companies communicate with healthcare professionals (HCPs) has changed dramatically in recent years. Today, personal video messaging sent directly to a phone is one of the most effective ways to deliver important information. Especially during the COVID-19 pandemic, when face-to-face meetings were no longer possible, pharmaceutical companies needed a tool that would allow them to stay close to their audiences and provide them with high-quality content in a human way. Direct video messages, sent by SMS or email, gave them this opportunity.

Below are practical examples from Roche Hungary, Sanofi Italy, AstraZeneca UAE, USP Zdrowie, and Mylan Germany. Each of these companies successfully used Highp personal video messaging to engage healthcare professionals and deliver valuable educational or promotional content. Their experience shows that when content is well prepared and sent personally, it really works.

During the pandemic, Roche Hungary wanted to maintain regular contact with neurologists and rheumatologists. Since in-person meetings were impossible, the company decided to implement personal video messaging using the Highp platform. Medical Science Liaisons (MSLs) recorded short videos, which were then sent to HCPs as part of the RheumaNews and NeuroNews services.

The campaign was a great success. Among rheumatologists, the engagement rate (click-through rate, CTR) reached 93%, and Roche managed to reach 91.6% of the target group. Neurologists responded even better: the CTR reached 113%, and the campaign successfully reached 84% of HCPs.

Doctors appreciated not only the content of the message but also its form. It was short, useful, and accessible at any time on their smartphones. Seeing the familiar face of an MSL in a personal video brought back the human touch, which was so important during the pandemic. Roche’s initiative became one of the most effective communication projects during that time.

Sanofi Italy also used personal video messaging to build stronger relationships with orthopaedists and promote Synvisc, a hyaluronic acid injectable. During the pandemic, face-to-face meetings were impossible, so Sanofi decided to reach doctors directly on their phones.

The company prepared two video message campaigns: one as a follow-up after a remote meeting and the other for doctors who could not be reached during the initial contact. The messages were sent via email and SMS using the Highp platform and were personalized. Each video began with a personal greeting from the Sanofi representative.

The results showed that this approach worked. Out of 497 orthopaedists, 340 participated in the project. The average engagement rate reached 42%, and for some representatives, it was as high as 84%. The project also contributed to business results – Synvisc sales turnover increased by 70% between January and April.

Doctors appreciated the personal form of the message and the high value of the content. One of them commented that receiving such a video during the pandemic, when all meetings were cancelled, was almost like having a real conversation with the representative.

AstraZeneca in the United Arab Emirates launched the “Asthma at Hand” educational campaign for paediatricians treating young asthma patients. The aim was to increase doctors’ awareness of inhaled steroids and provide them with expert knowledge in a simple and accessible form.

Together with Connectmedica, AstraZeneca created a series of personal Highp video messages that included 30-minute lectures by a leading international expert. The entire program was automated – doctors who had not completed a part of the program received reminders after 7, 14, and 21 days. All videos could be watched on smartphones without installing any apps.

The project reached 2,158 HCPs, of which 48.3% successfully engaged with the content. The overall engagement rate was 83.2%. Over 510 HCPs took part in surveys and provided more than 2,550 responses. What is important, the program changed medical practice: doctors extended the duration of asthma treatment in children by an average of three months.

The feedback from participants was very positive. One paediatrician stated that the educational program helped her overcome doubts about prescribing inhaled steroids and that she would be happy to participate in such programs again.

USP Zdrowie, a leading Polish healthcare company, faced a major challenge when the pandemic began. Overnight, all in-person meetings with doctors were cancelled. To maintain relationships with healthcare professionals, USP Zdrowie decided to implement the entire Highp platform, combining personal video messages and remote meetings.

The company sent personal video messages prepared by its representatives and medical experts. The content included product information and scientific explanations, adjusted to the needs of each doctor. Messages were sent after meetings and as part of marketing campaigns. They were easily accessible on any smartphone without the need to install additional software.

Thanks to this approach, USP Zdrowie increased the number of remote meetings from 271 to 1,718 per month. The engagement rate for video messages reached 54%, and the company managed to collect 3,386 new consents for further communication. In total, 14,167 remote meetings were conducted during the campaign period.

Doctors appreciated the simplicity and personal form of this communication. One of them said that receiving a video message from a familiar representative by SMS, instead of yet another email, was a refreshing change.

Mylan Germany used personal video messaging to provide rheumatologists with highlights from the 2020 American College of Rheumatology (ACR) Congress. Since many doctors were unable to attend the virtual event, Mylan decided to prepare a short summary in the form of video messages sent directly to their phones.

The campaign was divided into two stages and included summaries recorded by German Key Opinion Leaders. The content was sent via SMS and email and was optimized for mobile devices.

The results were strong. Out of 539 invited HCPs, 57% engaged with the video content. Doctors appreciated the form and convenience of the message, which they could watch at a time that suited them. One young doctor emphasized how valuable it was to receive key conference highlights this way.

The examples of Roche, Sanofi, AstraZeneca, USP Zdrowie, and Mylan clearly show that personal video messaging is a smart way to communicate with healthcare professionals. By sending short, personal videos directly to phones, companies can ensure that important information reaches doctors at the right moment and in a way that is easy to consume.

Thanks to this form of communication, engagement rates are much higher than in traditional email campaigns. What is more important, however, is the positive feedback from doctors who appreciate this human approach, especially in the digital world. Personal video messaging supports relationships, builds trust, and helps deliver real value – which is the goal of every meaningful communication in healthcare.