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Last Updated on December 21, 2023

Introduction

In my years at big pharma it was all about having a competitive SoV or more specific, SoD. Later on, when we made the transition from purely offline to more and more online, we started talking about share of content. But as we know now, it is not about quantity, but quality and relevance.

Our target audience

In the world of healthcare marketing and research, the role of physicians is pivotal. Doctors possess a wealth of knowledge and experience that can be invaluable for various purposes, including clinical trials, surveys and medical collaborations. However, approaching doctors for their participation and cooperation requires a thoughtful and well-informed strategy. One crucial element in this process is the use of trusted content like published articles in peer-to-peer journals. In this blog post, we will delve into why published articles are vital when collecting opt-ins from doctors and how they can enhance your outreach and engagement efforts.

Establishing credibility and trust

Doctors are inherently skeptical professionals when it comes to their involvement in research or marketing endeavors. They are often approached with requests to participate in surveys, clinical trials or collaborations. To stand out from the crowd and gain their trust, it is essential to establish credibility. Published articles in peer-reviewed journals serve as a tangible and authoritative way to demonstrate your organisation’s expertise and commitment to scientific accuracy.
When doctors see that your organisation has contributed to or engaged with reputable journals, it sends a signal that you are serious about your work. It indicates that you value rigorous research and are more likely to provide valuable opportunities for them to contribute their expertise.

Demonstrating relevance

Published articles also play a vital role in demonstrating the relevance of your opt-in request to doctors. Physicians are more likely to engage with opportunities that align with their areas of expertise, preferences and interests. By referencing specific articles in your outreach, you can show that your request is pertinent to their field of practice or research.
For instance, if you are recruiting doctors for a clinical trial related to a specific medical condition, mentioning relevant published research can pique their interest. This demonstrates that your organisation is well-informed and genuinely interested in advancing knowledge in their specialty.

Facilitating informed decision-making

Doctors are highly educated and often rely on evidence-based information to make informed decisions. Published articles in peer-to-peer journals are a primary source of such information. When you provide doctors with access to articles that are directly related to the subject matter of your request for e-permissions, you enable them to make informed decisions about their involvement.

For example, if you are seeking doctor participation in a research project, sharing relevant articles can help them understand the background, context and potential impact of their participation. This empowers them to make a more informed choice about whether to opt in or not.

Enhancing collaboration opportunities

Doctors often appreciate opportunities for professional development and collaboration. Published articles can serve as a bridge to foster these connections. When you reach out to doctors with an opt-in request and reference articles authored by their peers or colleagues, it can create a sense of camaraderie and community.
Furthermore, doctors who see their peers’ work in reputable journals may be more inclined to participate, knowing they are joining a network of respected professionals in their field.

Building long-term relationships

Collecting e-consent from doctors is not just about short-term gains. It’s also about building lasting and trusted relationships that can benefit both parties over time. Published articles help in laying the foundation for such relationships. When doctors see that your organisation values and respects their contributions to the scientific community, they are more likely to engage with you in the long run.

Conclusion

In the world of healthcare, doctors are a valuable resource for research, clinical trials and collaborations. However, successfully collecting opt-ins from doctors requires more than just a well-crafted request. Published articles in peer-to-peer journals serve as a critical tool in establishing credibility, trust, relevance and informed decision-making to trat their patients in the best way. They also help foster collaboration and lay the groundwork for long-term professional relationships. Therefore, when approaching doctors for opt-ins, make sure to leverage the power of published research to enhance your outreach and engagement efforts.

What can OptInsight do for you?

We offer solutions and services for pharma & life sciences companies with focus on increasing your reach to healthcare professionals (HCPs).
The OptInsight e-consent and preference management solution allows pharmaceutical companies to manage the collection, storage and use of personal data in a compliant and secure manner. It provides a centralized platform for managing e-consent records (opt-ins AND opt-outs) and preferences, including the mandatory audit trail. It functions as a single source of truth, preventing scattered personal and consent data throughout your company. It also shows the latest consent status and preferences, which allows you to engage with HCPs based on the right data.

With our partner ecosystem, we can also support you on collecting opt-ins (up to 50%) and preferences (increase of up to 50% of HCP preferences), adding touch points to your customer journey with high end phone calls, improving the quality of data collected, creating social media campaigns, construction of websites and building HCP portals. We can also provide you with peer reviewed articles, which can be offered to the HCP and used to collect e-consent. Are you interested? Have a look at www.opt-insight.com or contact me at erik.luttik@opt-insight.com.

Curious?
Schedule a meeting with us.

Tip: involve your colleagues from other departments within your company.
In this way we can instantly answer questions and provide clarity from various points of view.

Erik

Marketing & Product Director

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