How do we know whether biopharma is meeting HCPs’ channel preferences? More specifically, is the industry providing too much digital communication – or not enough?
The ‘digital divide’ assesses the gap between what specialists WANT (% of HCPs preferring digital-only engagement with biopharma or an omnichannel mix of digital and F2F) vs what they GET (% average reach of the top 3 online promo channels for the promotional setting, and the top 3 eMedical biopharma channels in the educational setting).
When it comes to EU5 specialists, demand for omnichannel is still outstripping supply – and while the digital divide is smaller for commercial vs medical, even in promotional efforts there is clearly still room for improving biopharma supply. The much larger divide for education confirms an even stronger opportunity for Medical Affairs teams.
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