The Engagement Challenge: Why HCPs Tune Out Generic Outreach
The Engagement Challenge: Why HCPs Tune Out Generic Outreach
By Igor Gnot|
knowhow
68% of HCPs report feeling “burnt out” by pharma emails.
In today’s fast-paced pharmaceutical market, capturing and keeping healthcare professionals’ (HCPs) attention is more challenging than ever. Physicians are inundated with information – often receiving over 100 emails a day – and many are simply tuning out generic pharma communications. In fact, 68% of HCPs report feeling “burnt out” by pharma emails, and only a minority actually prefer traditional email updates
This has big implications for pharma marketing directors and medical directors looking to improve engagement. The old blast messaging tactics no longer suffice. Instead, leading pharma companies are leveraging the power of relationship, context, and perceived value in their HCP communications. By building trusted relationships through personalized outreach, delivering messages in the right context (right time, channel, and format), and always providing clear value, brands can dramatically boost HCP engagement and even influence prescribing behavior.
In this article, we’ll explore how personalized communication, microlearning strategies, and omnichannel engagement – the core ideas championed by Highp and other innovators – can transform your HCP outreach. We’ll back up these insights with research and real-world data, and provide actionable takeaways for pharma decision-makers to implement these approaches in their own organizations.
The Engagement Challenge: Why HCPs Tune Out Generic Outreach
Modern HCPs are busier than ever and bombarded with digital content. Numerous surveys highlight the engagement challenge pharma marketers face:
A survey of 1,186 HCPs found that over half cited lack of time as the main barrier to engaging with new information, and 40% preferred learning in sessions under 20 minutes (almanac.acehp.org). Simply put, if your message is too long or delivered at the wrong moment, it won’t land.
Another study revealed 86% of physicians increased their consumption of online medical content during the pandemic, but also that 43% feel the volume of pharma emails and outreach is too high (deep-dive.pharmaphorum.com). The content flood has led to filtering and fatigue.
Traditional channels are losing effectiveness. As noted, most doctors are exhausted by email, and 72% of HCPs now favor short, personalized video messages for receiving information from pharma. Only 23% still prefer the old email approach.
The takeaway is clear: to break through the noise, pharma communications must be more relevant, more concise, and more considerate of HCPs’ limited time. This is where focusing on relationship, context, and value becomes critical.
Building Relationships Through Personalized Communication
Cultivating a strong relationship with HCPs has long been a pillar of pharma sales success. In the digital era, “relationship” is less about frequent in-person visits and more about providing a personalized, human touch in communications. HCPs respond when they feel content is tailored just for them:
According to recent physician polls, 8 in 10 doctors highly value personalized content, and 73% are more likely to engage with pharma communication when it’s tailored to their needs (sermo.com). Generic mass emails or one-size-fits-all brochures simply don’t inspire the same interest as an individualized message that speaks to a doctor’s specialty or patient population.
Personalization builds trust over time. By consistently delivering useful, relevant information, companies shift the perception from “promotion” to partnership. As one industry analysis put it, pharma can strengthen trust by “offering clear and valuable content” and being “someone reliable who is always there to help with good advice and information”. In other words, every touchpoint should demonstrate that you understand the HCP’s world and want to support their goals – not just push a product.
Tactics for personalization
Leading organizations are finding scalable ways to add this human touch. For example, reps can record quick personalized video follow-ups addressing a physician by name and highlighting key points from a recent discussion. This digital “face time” pays off – such video messages have proven to be up to 30 times more effective than standard email blasts in engaging HCPs. Why? Because a short video of a rep or medical science liaison speaking directly to the doctor (with approved content) feels more like a relationship and less like marketing. It mimics the trust-building of an in-person conversation, yet it’s asynchronous and scalable to thousands of HCPs.
Even without video, simple data-driven personalization can boost results. Tailoring email newsletters or educational content to each HCP’s specialty and past interactions leads to higher open rates and click-through. Not all HCPs need the same information, so segment by role or interest area. A cardiologist who gets primarily cardiology-focused updates will find your emails far more relevant. Personalized content aligned to an HCP’s specialty and behavior significantly increases engagement(pharma-mkting.com), as pharma marketers have observed. Consider creating specialized content hubs (e.g. an oncology resource center) or using dynamic content that inserts specialty-specific tips into your messaging.
Crucially, personalization isn’t just about inserting a name – it’s about addressing the HCP’s needs. For example, if Dr. Smith frequently treats diabetic patients, a short case study about how a new therapy improved diabetic care is likely to grab her attention more than a general brochure. This kind of thoughtful, relevant outreach helps forge a relationship of trust. Over time, the HCP comes to see your communications as worth reading because they reliably offer something useful.
Contextual Communication: Right Message, Right Time, Right Channel
Even the most personalized content can fall flat if delivered in the wrong context. Contextual communication means meeting HCPs where and when it’s most convenient for them, and in the format that fits their consumption habits. In practice, this translates to an omnichannel, mobile-savvy approach:
Omnichannel engagement: Today’s HCP journey spans many touchpoints – from medical journal websites and online communities, to emails, texts, rep visits, webinars, and more. An omnichannel strategy ensures your messaging is consistent and coordinated across these channels (pharma-mkting.com). For example, an oncologist might read a scientific article online, see related data in a rep’s email, and later receive a follow-up text with a short video summary. If these messages reinforce each other (rather than duplicate or contradict), the HCP’s engagement deepens without feeling overwhelmed. The goal is to reach the right HCP on the right channel at the right time, a capability enhanced by segmentation and marketing automation. Leading pharma teams use automation tools to send communications triggered by HCP behavior (such as attending a webinar or clicking on an email link), ensuring timely and relevant follow-ups.
Mobile-first delivery: Busy physicians are often on the go, grabbing content between patient consults or during a commute. Optimizing content for smartphones is absolutely essential. Whether it’s an email, a video message, or an interactive infographic – design for small screens and quick interactions. Notably, 94% of HCPs use smartphones for professional purposes and they increasingly prefer content they can consume in a few taps. Formats like text-message invitations or auto-generated GIF previews of your videos can boost engagement. Highp’s mobile-centric campaigns, for instance, see average engagement (CTR) rates ranging from 56% up to an astounding 93% – numbers unheard of with traditional desktop email campaigns. The difference is delivering content in a form that aligns with HCPs’ daily workflows.
Asynchronous communication: Context also means respecting an HCP’s schedule. Rather than trying to catch a doctor for a live call or inundating them at peak clinic hours, asynchronous options give flexibility. A prime example is asynchronous video messaging – a rep sends a video that the physician can watch and respond to at their convenience. This approach maintains a personal connection (“I can see my rep explaining the data to me”) without requiring both parties to be free at the same moment. Doctors appreciate this convenience, and it shows in the engagement metrics. When reps use asynchronous video on a platform built for pharma, HCPs often view the content after hours or between appointments, driving significantly higher response rates than cold calls or static emails. One pharma case saw
In summary, contextual communication is about being in tune with the HCP’s environment and preferences. Use data to determine optimal send times, tailor your channel to the physician’s preference (e.g. some may engage more on a professional community app than email), and ensure everything is mobile-friendly and concise. The easier and more natural you make it for the HCP to engage, the more they will.
Creating a High Perception of Value to Drive Retention and Behavior
People make time for content that they perceive as valuable. For HCPs, “valuable” usually means content that helps them improve patient care, stay informed on new medical developments, or otherwise makes their professional life easier. If your communications consistently deliver that kind of value, HCPs will not only engage – they’ll begin to seek out your content and give it greater weight in their decisions.
On the other hand, if your emails and webinars are seen as low-value promotional noise, they’ll be ignored or forgotten, having zero impact on prescribing habits. Consider these insights on value perception:
Many pharma companies have a value perception gap to overcome. In one study, physicians rated medical journals, conferences, and association websites as highly valuable for clinical practice support, but only about one-third felt that pharmaceutical company websites offered that same level of value. This signals that much of pharma’s content is not hitting the mark in HCPs’ eyes. To change this, pharma marketers must double down on quality and relevance – providing scientific education, real-world evidence, and practice insights, not just product brochures. When content truly aligns with HCP needs (e.g. new clinical data, treatment guidelines, case studies, patient management tips), it enhances the perception of your brand as a helpful resource rather than a sales machine.
The perception of value directly influences prescribing behavior. HCPs are far more likely to incorporate a therapy into practice if they trust the company and see its offerings as high-value. A recent industry survey found that 81% of physicians say a pharma company’s corporate reputation influences their perception of the value of that company’s medicines (
engagement rates as high as 93%
for videos sent via mobile, as mentioned, precisely because the doctor could engage on their own terms. The lesson: fit into the HCP’s context, don’t force them into yours.
Micro-learning moments: Another way to leverage context is by delivering micro-content at the moments HCPs are most receptive. Think bite-sized educational nuggets – a 60-second clinical pearl video, a quick infographic, a single-slide “tip of the week.” Research shows that short, digestible content formats improve both engagement and retention among busy professionals (pharma-mkting.com). HCPs have only scraps of time to learn new information, often less than an hour per week outside of patient care (almanac.acehp.org). By providing key insights in a compact form, you make it feasible for them to actually consume it. A cardiologist might not read a 10-page white paper you send, but she might watch a 2-minute video summary on her phone while grabbing a coffee – and remember it. This contextual alignment (content length and format suited to real-life time constraints) dramatically increases the odds your message will be received and understood.
mmm-online.com
) . In other words, if your communications and overall engagement leave a positive impression (credibility, reliability, usefulness), doctors will view your treatments more favorably as well. Additionally, two-thirds of physicians admitted they’re reluctant to prescribe products from a company with a poor reputation (
). Every interaction – each email, rep visit, or webinar – ultimately feeds into that reputation. By consistently delivering value in those interactions, you not only educate the physician but also
build goodwill and confidence
in your brand, which pays off when treatment decisions are made.
Educational, patient-centric content = perceived value. To boost the value quotient of your communications, focus on education over promotion. For example, rather than an email touting a drug’s features, you might send a brief case study about managing a complex patient case with insights from using the drug, or share a one-page clinical guideline update that’s relevant to the therapy area. HCPs often say their top priority is information that helps them care for patients. By meeting that need – providing “content I need” as the Anthill Agency puts it – you demonstrate respect for the doctor’s priorities. Over time, this strategy builds a relationship of value: physicians learn that when they see your name in their inbox, it’s likely worth their time because they’ll gain something useful. Once that trust is established by delivering value, HCPs become more willing to listen to your product messages with an open mind, since you’ve earned credibility as a partner in their professional development.
Better retention through microlearning: Another benefit of high-value content is improved retention of information. It’s not enough for an HCP to skim your message – you want them to remember the key takeaways when treating patients later. This is where adopting microlearning strategies can help. Studies in education and corporate training have found that breaking information into smaller, focused chunks can increase knowledge retention by around 20% or more compared to longer formats. In pharma communications, this might mean sending a series of short modules (e.g. one tip per day for a week) instead of a long, one-off brochure. Spaced, bite-sized learning reinforces recall. If a doctor retains important efficacy data or safety points about your drug because you delivered it in a memorable micro-content format, that info is more likely to surface during a prescribing decision. Ultimately, better retention of your key messages can translate to changed prescribing behavior in favor of your product, provided those messages demonstrated clear clinical value.
To maximize perceived value, put yourself in the HCP’s shoes: What’s in it for them? Every touchpoint should answer that question. Whether it’s saving them time with a quick summary of a journal article, giving them a new insight into patient care, or offering a convenient way to stay updated (like a mini podcast or interactive quiz), ensure your communications provide tangible benefit. By doing so consistently, you nurture an ongoing perception of value that keeps HCPs engaged and influences their medical decisions organically.
Leveraging Technology: Tools that Amplify Relationship, Context, and Value
Achieving the above may sound labor-intensive – how do you personalize at scale, coordinate across channels, or create microlearning content regularly? Fortunately, modern tech platforms are making it easier. Pharma marketers should consider leveraging tools and strategies such as:
Asynchronous Video Platforms: As highlighted, video messaging is a game-changer for relationship-building. Specialized pharma video platforms (like Highp) enable reps to send personalized, compliant video messages easily via email or text. Many integrate with CRM systems (e.g. Veeva) so reps can send a video in the same workflow as an email. The best platforms also auto-generate captions, track viewer analytics, and even allow interactive elements (like quick polls or embedded links to schedule meetings). This not only humanizes digital outreach but also provides rich data on what interests each HCP (e.g. did they rewatch the mechanism of action segment of the video?). Armed with those insights, reps can refine follow-ups, making each touch even more relevant. The end result: higher engagement and a cycle of continuous improvement. If you haven’t yet, pilot an asynchronous video campaign – the metrics (like the 3.5x higher response rates for video vs email in one case speak for themselves.
AI-driven personalization: Artificial intelligence can crunch through engagement data to help deliver the right context. For instance, AI algorithms can determine the optimal time of day to send each doctor a message (when they’re most likely to open it), or dynamically personalize content based on an HCP’s past behavior and profile. Some pharma companies are experimenting with AI-generated content snippets tailored to individual HCP interests (with compliance oversight). While care must be taken, these technologies promise to take segmentation to a granular level, ensuring every doctor gets the content most relevant to them. Generative AI can also assist in creating microlearning materials – for example, summarizing a long clinical study into a few key bullet points or a short video script, ready for your review. By automating the heavy lifting, AI frees your team to focus on strategy and creativity.
Omnichannel engagement platforms: Rather than managing each channel in isolation, consider platforms that unify email, SMS, portal content, and rep-triggered communications in one system. This gives you a 360° view of HCP touchpoints and helps maintain consistency. For example, if an HCP clicks a link in an email about Topic X, the system can flag that interest so that next time the sales rep visits or calls, they bring more info on Topic X. Likewise, the platform can ensure a rep doesn’t unknowingly send a redundant message that the doctor already saw via another channel. Integrated omnichannel approaches have been shown to significantly improve engagement by aligning messaging and avoiding over-saturating any single channel (pharma-mkting.com). Look for solutions that allow easy content reuse and scheduling across channels, and that track aggregate engagement so you can measure what’s working.
Interactive and gamified content: Boost the value and memorability of your educational content by making it interactive. For instance, a microlearning module could include a quick quiz question or a drag-and-drop activity (e.g. matching a patient profile to the recommended treatment step). Interactive content keeps HCPs mentally engaged and can increase knowledge retention. Even simple polls during webinars or clickable case studies in an email (where a doctor can choose to explore more details if interested) make the experience more engaging. Some pharma companies have introduced elements of gamification – awarding points or certificates for completing learning modules, or friendly competition among HCPs (think trivia challenges). While this must be handled appropriately in a promotional context, it underscores a creative principle: people engage more when it’s fun or engaging. Don’t shy away from novel content formats that can set your communication apart from the usual slide deck or PDF.
By investing in these technologies and content strategies, pharma marketers can effectively scale the “relationship, context, value” model. A single rep can maintain a personal connection with hundreds of HCPs via tailored video messages and smart automation. Your team can deliver contextual messaging by orchestrating channels and using AI to refine timing. And you can consistently provide value through interactive, microlearning content that is backed by data and easily consumed. Together, these tools amplify the impact of your communications and help future-proof your HCP engagement strategy.
Actionable Takeaways for Pharma Marketing Leaders
Pharma marketing and medical affairs leaders can start applying these principles immediately. Here are key steps and strategies to consider:
Audit Your Current Content for Value: Take a hard look at your recent HCP-facing materials. Are they addressing real clinical questions and needs, or just pushing brand messages? Trim the fluff and focus on delivering practical insights (e.g. treatment guidelines, patient case studies, outcomes data) that physicians find useful. Make sure every touchpoint offers a clear takeaway or benefit for the HCP.
Segment and Personalize Communications: Move away from one-size-fits-all email blasts. Use your CRM and data to segment HCP audiences by specialty, region, formulary status, or behavior. Then personalize content for each segment – or down to the individual level when possible. Even simple personalization, like tailoring subject lines and examples by specialty, can yield higher engagement (sermo.com). Develop templates that allow reps to easily add a personal note or video to follow-ups.
Embrace Microlearning Content: Start repackaging your material into smaller pieces. Instead of a 20-page deck, create a series of short (1-2 minute) videos or a carousel of infographics that can be consumed over time. Use microlearning principles – focus each piece on one key concept or stat. This respects HCPs’ time constraints and improves retention of information (pharma-mkting.com). You might launch a weekly “medical pearl” newsletter or a bite-sized CME series to build habit-forming engagement.
Optimize for Mobile and On-Demand Access: Assume that most HCPs will interact with your content on their phone, and likely during off-hours. Test all emails, videos, and websites on mobile devices for readability. Consider leveraging SMS (with consent) for urgent or high-value alerts. Provide channels for asynchronous engagement – for instance, let doctors send questions via a portal or chat that your medical team can answer within 24 hours, rather than playing phone tag. Convenience is king.
Leverage Video Messaging and Virtual Engagement: Pilot an asynchronous video messaging campaign for your field force or medical liaisons. Train reps to use video effectively – keeping it short, conversational, and tailored. The goal is to supplement (not replace) in-person visits with rich digital touchpoints that feel personal. Track the results; you’ll likely see higher open rates and longer content viewing times compared to text emails, as well as qualitative positive feedback from HCPs who feel more connected. Similarly, invest in virtual event platforms for webinars or remote detailing that allow interactivity (Q&A, live polls) to keep HCPs engaged.
Measure and Iterate: Establish KPIs that matter – not just volume of emails sent, but engagement metrics like open rate, click-through rate (CTR), video watch time, and follow-up actions (e.g. requests for samples or formulary addition). A/B test different approaches (video vs. email, morning vs. evening sends, infographic vs. text) and gather feedback from your target HCPs when possible. Use these data to continuously refine your personalization, timing, and content strategy. Over time, you’ll identify what mix of relationship, context, and value drives the best outcomes for each segment of your audience.
Ensure Compliance and Privacy are Paramount: As you implement new personalized and omnichannel tactics, keep compliance in focus. Work closely with your legal/medical review teams to pre-approve content for video messages, social media, etc. Utilize consent management tools for email/SMS to respect HCP preferences. When done thoughtfully, it’s entirely possible to be both highly personalized and fully compliant – and doing so builds trust with HCPs that you respect their communication boundaries. A transparent, opt-in approach will enhance your relationship with customers.
Conclusion
By harnessing the power of relationship, context, and perceived value, pharma companies can dramatically improve their HCP engagement in an environment where attention is scarce. Personalized, relationship-driven outreach makes your communications feel more relevant and trustworthy. Contextual, well-timed delivery via the HCP’s preferred channels ensures your message actually gets through and resonates. And a relentless focus on value – providing useful, insightful content – keeps HCPs coming back and ultimately influences their prescribing decisions in your favor. The pharmaceutical brands that excel in the coming years will be those that evolve from mass marketing to micro-focused engagement, treating each HCP as a valued partner with unique needs and preferences. By adopting strategies like hyper-personalized video messaging, microlearning content, and omnichannel orchestration, you position your organization as a forward-thinking leader in HCP communications.
In an industry built on science and innovation, it’s only fitting that we innovate how we communicate. Embrace these approaches, support them with the right technology, and watch as your HCP relationships, engagement metrics, and ROI all rise to new heights. The era of smarter pharma marketing is here – and it runs on the power of genuine relationships, contextual relevance, and outstanding value delivery.
