Doctors’ offices were never a place you’d go to read the latest issues of your favorite magazines. Of course, these days, you may not read printed magazines—or newspapers—at all. And the media consumption of the doctors and other healthcare practitioners who work in those offices has also changed.
While traditional tactics including emails, trade journals (increasingly online), and medical websites may still play a role, the fact is some of the most popular sites don’t allow ads. And it turns out that HCPs are spending less time on them than other digital activities.
Flynn Chief Media Officer Bob Burch says when it comes to their media consumption, physicians and other HCPs aren’t as different as you might think.
We’ve learned that you can extend your reach and frequency by engaging with HCPs in consumer channels. Like most of us, healthcare practitioners use social media to connect with others, and we’ve seen a lot of success targeting HCPs as they check their feeds—particularly on Facebook.1
Bottom line: if you want to be sure you’re reaching who you want, when you want with your healthcare marketing and content, make sure it’s appearing where and how HCPs are using digital channels.1. Sermo Social Platform Poll, January 2022
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