Pharmaceutical

Leveraging HCP insights to drive digital engagement

Name: Graphite Digital
Price range: $

Our client, a leading global pharma organisation, wanted to better understand the current practices and prescribing habits of HCPs across 3 key markets when treating patients with COVID-19.

By understanding how HCPs were advising patients and prescribing their product, as well as gaining insights about the usability and impact of each market’s branded website, they would be able to tailor their digital engagement approaches to better meet HCP needs.

We conducted in-depth one-to-one interviews and usability testing sessions with HCPs across the US, UK and Australia to understand their behaviours, decision-making and perceptions of our clients’ digital channels. Findings were then analysed to identify opportunities to improve user journeys and experiences.

By speaking to HCPs first-hand to understand the full context in which they were prescribing their treatment, and testing the effectiveness of key pages, content and user journeys, they could improve the impact of their brand site and tailor messaging appropriately.

Outcomes

Detailed insight into HCP behaviours and preferences in context of the Covid-19 therapy area
Identified high impact opportunities to enhance brand website
Tailored research findings across 3 core markets

Learn more about how we achieved these results

Changing HCP behaviours in the post-pandemic era

Whilst the pandemic is officially over, HCPs are still prescribing treatments to patients in vulnerable groups who have been diagnosed with COVID-19 to help reduce symptoms and support their recovery.

Our client needed to understand the current practices of HCPs when treating patients, with a focus on their use of their product, in order to devise more effective digital engagement strategies. They also needed to evaluate how their brand website was performing, uncovering pain points and identifying opportunities to enhance their digital content and channels.

Thank you for the great work throughout the project. The presentation, videos etc. were excellent and I very much enjoyed the collaboration with you.

Global Senior Brand Manager
Top 10 Pharmaceutical Organisation

Understanding HCP needs across personas and markets

Our research highlighted the importance of recognising the different needs of HCP groups, as well as different markets.

The HCPs we spoke with were made up of a mix of different prescribing types — ‘loyalists’, who regularly prescribe the product and know it well, and ‘trialists’ who occasionally prescribe the product but may be less familiar with it.

Those less familiar with the medication would need easy access to prescribing information, efficacy and trials, and safety processes to build knowledge and confidence. Whereas HCPs with higher levels of familiarity were looking for more detailed product information, dosing information, or quick access to communication channels to ask questions.

In certain markets, there was more nervousness about taking the treatment among some patients. These HCPs could be supported through the provision of high-quality patent information materials.

A cross-market research programme with a variety of participants enabled us to gain deep insight across different HCP and patient groups.

Above Remote user research sessions were facilitated with HCPs across markets

Prioritised and actionable insights allow our client to more forward

Following the completion of all interviews and usability testing sessions, our findings were analysed to create a prioritised list of actionable improvements.

Usability testing with HCPs highlighted several quick win opportunities and highly transferable UX and UI learnings which could be applied at a global level across relevant HCP channels. These were around navigation and information architecture, findability, value proposition, resource naming and categorisation, and other areas.

Our research findings could be shared internally across markets and additional therapy areas where relevant, as well as socialised through interactive workshops, training programmes, internal comms campaigns or the creation of engaging new content for internal platforms. This allows our clients to maximise the ROI of customer research projects and ensure as many teams as possible can benefit from the learnings.