The first step to creating great dialogue on the show floor is understanding the HCP decision journey and motivations when deciding on patient care options in the dynamic and demanding healthcare segment.
Every member of the care team is stretched, from the HCP to the patient and the patient’s personal support network. Your job is to provide solutions that enhance patient outcomes, helping your target HCP audience make the best use of time, expertise and resources.
Different Disciplines, Similar Needs
No matter your particular therapeutic area, your HCP team has diverse and distinctive needs. It is important to remember a number of factors profoundly impact the decisions a physician makes in concert with the rest of the care team. Understanding the motivations weighing on HCPs while considering care for their patients is the first step when defining a brand conversation that is meaningful to them.
HCP motivators can be governed by:
- Practice type. There is a significant difference in motivators for a clinician who is in private practice versus one who is part of a larger hospital-based medical group. Make sure you’re accounting for practice type when planning your HCP decision journey, exhibit experiences and optimization plan.
- Payer type. Is the patient covered by Medicare, Medicaid, a healthcare exchange or more traditional private insurance plan? Factoring in deductibles and formularies, how will patient-paid care affect a treatment plan? Make sure you are accounting for payer based motivations when reviewing your HCP needs. .
- Specialty type. There is a tremendous difference in the demands on time, staffing and paperwork for a physician who specializes in kidney disease versus a general practitioner, cardiologist, neurologist or dermatologist – just to name a few. As you consider how your drug impacts their patient base, don’t overlook ways you can help the care team make the best use of talent and resources.
- Patient involvement. Patients are more informed and actively involved in their healthcare decisions. HCPs need to be prepared to address their questions and concerns. Brands supporting HCPs need to incorporate patient care motivations into the dialogue across the HCP decision journey.
Identifying motivations for decision making across the HCP journey is a critical step in creating a meaningful dialogue in any face-to-face environment.
Download our full guide to creating engaging face-to-face experiences with HCPs below and stay tuned for our next blog –helping you translate HCP motivations into real world experiential tactics to use at your next congress or convention.