Pharmaceutical and Biotechnology Marketers increasingly frustrated by the limitations of the package insert and desperate to seek value-added services, have tried to engage their target HCPs by offering content that extends beyond the product itself. When examined, this attempt to reach beyond the product has been met with resistance.
In assessing the marketing effectiveness of a HCP CRM program from a biotechnology company, ROF quantified huge perceived credibility gaps among HCPs on a variety of non-drug content topics. An illustrative quote from a physician pinpointed the issue.
(e.g., effectiveness, access, side effect management, administration)
but this does not extend to other content areas.”
At ROF, we refer to this as the ‘zone of credibility.’ HCPs pointed out in the research that there are timelier and more credible sources of information for such common content areas as:
