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Online communication is an integral part of any pharmaceutical business’s doctor outreach efforts. Today, we have a whole array of mediums at our disposal – from traditional text messages, emails, and articles to modern-day infographics, podcasts, and webinars. Adding to this a whole lot of other elements such as the timing of the post, which day to post, the target audience’s preference and how often do they engage…The success of your doctor outreach efforts depends solely on the right mix of all these elements. And when you are spending money and energy in it, you want to ensure that you get the most effective return on your investment.
But how do you determine that? How do you know if a podcast or an email campaign will have a greater reach? This is where research and statistics come to play. We at Hidoc Dr. value not just your time and money but also your passion and involvement. We have been gathering and studying data on our networking platform to provide meaningful insights so that you can design your communication strategy effortlessly.
(Note – The data has been collected based on our campaigns between January to December 2021.)
The most important measure for any successful digital campaign is the click-through rate (CTR). As you can see in the table below, the HiDoc Dr. mobile and web apps clearly stand out from email and text messaging. The engagement of specialist doctors is the highest in all mediums, with 15-19% in mobile and web apps, up to 25% in email, and 7-11% in text messages or SMS.
CTR – Click-through rate, GP – General Physician, CP – Consultant Physician, CME – Continuing Medical Education
The second table indicates that medical practitioners engage the most with educational activities (CME) followed by podcasts. Although relatively new, podcasts have been successful in engaging healthcare professionals at a much higher rate of 12-18%. Shooting HTML emails and publishing medical articles are also effective with a CTR of 9-21% and 8-12% respectively. Although webinars show a CTR of 3-9%, it is quite considerable as it requires prior registration, unlike others.
Thus, we can establish that indulging in CME modules and medical podcasts through mobile and web apps should consist of a big chunk of your digital communication strategy.
But what about the “when” part of it? The timing of your digital activity is crucial. According to our data, while nearly 12% of health care professionals engage in apps in the morning hours, they tend to check their emails, texts and generally browse the web mostly in the afternoon and late evening. We can safely assume that the best time to launch an online campaign is between 2 – 5 pm in the afternoon and 8:30 – 10 pm in the evening.
That brings us to our next question. Which day of the week is most effective? We have already established that networking platforms such as mobile and web apps have the highest reach. While 50% of health care professionals are active daily on these networking platforms, the number increases on Saturdays to 55%. Also, 25% of healthcare professionals are active at 9 AM, 2 PM, and 9 PM, with 15-20% being active at any given time. Hence, we can safely presume that carrying out the campaigns on a Saturday at 9 AM, 2 PM, or 9 PM would be most effective.
Now that you have a clear picture on the effectiveness of the various mediums, the best time for campaigns and how the healthcare professionals engage online, creating an impactful digital strategy should not be difficult.
1.Hidoc Mobile and web apps have the highest click-through rate.
2.On Hidoc Specialist doctors engage in all the digital mediums the most compared to GP/CPs.
3.CME has the highest reach, followed by podcasts.
4.The best time to launch your campaign, across all mediums, is 2 – 5 pm in the afternoon and 8:30 – 10 pm in the evening.
5.Health care professionals are most active on networking platforms on Saturdays and 25% active at 9 AM, 2 PM, and 9 PM with 15-20% being active at alltimes.
We are happy to share these valuable insights and sincerely hope that we have been able to add value. And if you would require any further assistance, we at HiDoc Dr. would be more than happy to help.
HiDoc Dr. is India’s #1 medical app for doctors and offers various online services including online communications and marketing. Approx. 1 in every 2 Indian doctors is registered on the Hidoc Dr. platform.