Key Points:

  • Trust in the CDC and FDA has decreased dramatically during the COVID-19 pandemic among health care professionals, according to a new WebMD/Medscape poll.
  • Out of nearly 450 U.S. doctors surveyed in the same time period, 77% said their trust in the CDC has decreased and 48% said their trust in the FDA has decreased.
  • Health care professionals have been critical of these agencies’ decisions during the pandemic, with some concerned that their work has been politicized and now with advisory panel members resigning as a result of the terrible decision to approve Biogen’s drug you can bet that HCPs are going o want to see a lot more clinical data.

SUMMARY: Several online providers promise that they can reach physicians with your message, but I would argue that numbers are only important if they can be measured against key brand objectives. Ask your target audience what THEY use and how they use it to understand each platform’s relevance.

SUMMARY: Doctors said they were dissatisfied were marketing emails (46%), telephone sales calls with sales reps (42%), and both webinars and websites (each at 39%) from pharma companies, according to Indegene. That should, however, not discourage the use of email to HCPs. If you follow some basic testing, email can be an effective tool for communicating information.

OPENING: Pharma companies are starting to embrace digital marketing forced, in large part, by changes brought on by the pandemic. There is, however, a difference between an evolutionary move to digital and a revolutionary move to digital. Digital marketing is becoming a valuable tool. But the reality is, health care relies on significant in-person engagements, and digital is only one part of the equation.