Pharma engagement - from traditional tactics to direct-to-phone mastery

 

My friends, in the dynamic theatre of pharmaceutical marketing, "business as usual" feels increasingly like a concept of the past. The casual mention of a video, instantly accessed via a text message, isn't just a fleeting anecdote from a conversation; it suggests a significant shift, hinting at how we might more effectively connect with our most crucial audience: Healthcare Professionals (HCPs). They seem less inclined to merely consume information and more inclined to expect instant, seamless access, directly to the devices that are so integral to their daily practice. This, I believe, is not simply about pushing content; it's about thoughtfully embracing Direct-To-Phone Video Marketing, navigating the inherent noise, and ensuring our vital messages resonate with meaningful impact. This, in my view, is a key area where we, as strategic minds in pharma, can truly make a difference.

 

 

Let's consider, for a moment, the evolving landscape. The traditional avenues for reaching HCPs – the volumes of printed materials, the often-overlooked email inboxes, the increasingly challenging face-to-face engagements – their efficacy, it seems, is diminishing. What, then, might be a more compelling alternative? A direct, immediate, and potentially more engaging channel, one that HighP.me appears to have refined: Direct-To-Phone Video Marketing for pharmaceutical companies.

Imagine this possibility: your critical insights, perhaps a new product announcement, highlights from a recent conference, or even expert-led microlearning modules – delivered directly to an HCP's smartphone. HighP.me, from what I understand, aims to deliver this with considerable effectiveness. They seem to grasp a fundamental truth: physicians widely utilize smartphones in clinical practice.

Consider, if you will, the traditional email. The often-low open rates, the even lower click-throughs. Now, let's look at HighP.me's reported approach, which suggests a significant step forward in engagement. The elegance, I think, lies in its simplicity: instant access to video content with clear calls to action, often without the need for logins or passwords. This suggests a reduction in friction, leading to, perhaps, a more pure form of engagement.

This approach, as presented, doesn't seem fragmented. HighP.me offers what they describe as a comprehensive, all-in-one solution with integrated tools, encompassing video messaging, surveys, AI automation, and real-time analytics. They claim to manage the entire journey, from "idea to production, compliance, and delivery," which, if true, would allow us to focus more intently on our core business. For the pharma marketer, this could mean enhancing sales and share-of-voice through impactful content, such as new product announcements, conference highlights, and expert-led microlearning, all delivered with attention to compliance, robust consent management, and seamless CRM synchronization. This, I believe, is how we can move beyond mere communication and truly evolve how healthcare professionals receive information and engage with content.

 

 

The influence of direct-to-phone delivery, whether for video marketing aimed at HCPs or for targeted patient support, seems quite clear. It appears to transcend some of the limitations of traditional channels, offering a level of immediacy and engagement that email, for example, often struggles to match.

Consider the available data: an impressive 90% of text messages are reportedly opened and read within 3 minutes. This suggests not just a high open rate, but a remarkable level of immediate attention. Platforms like PreventionPays Text, for instance, seem to foster conversational connections, boasting a

98% renewal rate year after year for their health-related messaging services. This kind of consistent, direct engagement, in my opinion, can certainly contribute to building loyalty and encouraging action.

Furthermore, the visual power of video delivered via text messaging, whether for HCPs or patients, can be quite transformative. Research suggests that "Video text messaging" is "more engaging" and has the capacity to demonstrate complex information in ways that words alone might not. We've seen examples, such as a colorectal cancer screening program that reportedly saw return rates double to

40% simply by incorporating animated videos delivered via text. This efficiency and impact, I believe, are not only cost-effective but also crucial for enhancing health literacy and influencing behavior across the diverse spectrum of healthcare stakeholders.

Of course, the imperative for robust data privacy and security remains paramount. While services like LifeWise Digital Health Messages aim for HIPAA compliance, the inherent nature of unencrypted SMS does necessitate careful consideration regarding potential risks. However, the strategic advantages of direct, push-based communication, in my view, are too significant to overlook. For both HCPs receiving critical product updates and patients managing their conditions, the ability to deliver impactful video content directly to their phones represents a compelling direction for meaningful engagement.

 

 

Now, let's turn our attention to what might be considered a strategic partner in this evolving landscape: pharmaceutical involvement. The casual mention of a "John from PharmaCo" in a conversation about accessing health content via text, to me, is more than just a passing detail; it points to the intricate, often subtle, web of industry support for health education.

While we couldn't definitively link PharmaCo to that specific video – their core business, as I understand it, involves sales and marketing, focusing on bringing "life-changing products" to market and building "strong relationships" – their very presence in this discussion underscores a broader truth. The pharmaceutical industry isn't just involved in health education; it often acts as a significant force, a strategic investor, if you will.

We observe this in various forms: from the provision of "sponsored supplements" in medical publishing to grants from major players like Pfizer for "independent research, quality improvement and education initiatives". Even academic powerhouses such as Stanford's Biodesign Center reportedly benefit from "expendable gifts from our corporate sponsors" to support educational programs.This, in my assessment, isn't merely altruism; it's a strategic alignment, a recognition that fostering an informed healthcare ecosystem ultimately benefits patients, providers, and, by extension, our innovations.

Perhaps one of the most compelling pieces of evidence lies in the way pharmaceutical companies are using Highp to engage healthcare professionals directly through personalized video messaging. This isn't a theoretical concept; it’s a tangible reality. Companies like Roche Hungary have launched personal video message campaigns to Neurologists and Rheumatologists, ensuring they stayed informed even during the COVID-19 pandemic. These campaigns weren’t generic; they delivered timely, relevant treatment updates directly to HCPs' smartphones, available anytime, anywhere.

And what therapeutic areas are prominently featured? Neurology and Rheumatology, with updates on the latest treatment guidelines and COVID-19 research. Roche Hungary's project achieved over 90% reach and engagement rates as high as 113% CTR among some groups.

To me, this is clear evidence: pharmaceutical companies are not just broadcasting information - they are engaging HCPs through direct, digital channels to support better clinical decision-making and stronger relationships. This represents a significant evolution in pharmaceutical communication, moving beyond traditional detailing to value-added, interactive education.

Of course, the question of bias is always present. Our industry's objective is, naturally, to promote our products, and sponsored content, however educational, carries that inherent potential. However, this is precisely where transparency, in my view, becomes our most powerful asset. Reputable organizations often have rigorous "Advertising and Sponsorship Policies" precisely to navigate this ethical terrain. For us, the strategic imperative is clear: to ensure our digital engagement initiatives are perceived not just as marketing, but as genuine, valuable contributions to medical education and patient well-being. This delicate balance, this fusion of commercial goals with educational integrity, I believe, defines our leadership in the digital health space.

 

 

For us, as individuals shaping pharmaceutical strategy, understanding the nuances of digital engagement isn't merely an option; it feels increasingly essential. The insights gained from the casual "text message, click and I am in" revelation for patients, coupled with HighP.me's apparent mastery of HCP engagement, seem to illuminate a clear path forward.

1. The Power of "No Friction" Access: HighP.me's reported success with HCPs—no logins or passwords—offers a profound lesson. For any digital health content, simplicity, it seems, is paramount. Removing every possible barrier to access, ensuring fewer clicks and a faster connection, can, I believe, lead to significantly higher engagement.

2. Personalization at Scale: Whether it's HighP.me's "personalized video" for HCPs or tailored patient support, generic content, in my opinion, is becoming less effective. The future, I believe, lies in content that is dynamic, relevant, and speaks directly to the individual's specific needs and context. This isn't just about segmenting; it's about fostering a true one-to-one communication.

3. Compliance as a Cornerstone, Not a Constraint: The intricacies of consent management and CRM synchronization, as highlighted by HighP.me, are, in my view, non-negotiable. Our digital strategies must be built upon a foundation of unwavering compliance. This, I believe, is not a hindrance; it's a competitive advantage, contributing to trust and safeguarding our reputation.

4. The Enduring Power of Video: From new product announcements for HCPs to patient education, video's engagement power seems quite clear. It's not just a passing trend; it appears to be the most compelling medium for delivering complex information, fostering emotional connection, and encouraging action. Our content strategy, I feel, should increasingly prioritize video.

5. Measure, Optimize, Repeat: HighP.me's emphasis on "real-time analytics" underscores a critical truth: in the digital realm, nearly everything is measurable. We must, I believe, move beyond superficial metrics to truly understand engagement, completion rates, and ultimately, the impact on behavior and outcomes. This data-driven approach can fuel continuous improvement and validate our strategic investments.

The digital health landscape, in my assessment, is not just evolving; it's progressing rapidly. Our ability to connect, educate, and empower, whether it's an HCP on the go or a patient seeking support, rests on our thoughtful engagement with these channels. This, I believe, is where innovation meets impact, where strategy meets execution, and where our industry can truly solidify its indispensable role in shaping the future of health.

1.     Video text messaging is needed to deliver patient education about preventive care in the United States - PubMed Central, accessed July 4, 2025, https://pmc.ncbi.nlm.nih.gov/articles/PMC10228759/

2.     Sponsored supplements as a tool to drive medical content engagement - YouTube, accessed July 4, 2025, https://www.youtube.com/watch?v=eMv0FLwwQPk

3.     Highp/Connectmedica Casebook 2021 – Pharmaceutical video messaging case studies (Roche Hungary, Sanofi Italy, AstraZeneca UAE, Mylan Germany, USP Zdrowie)., accessed July 4, 2025, https://highp.me/en/casebook