While better online resources are central to improving patient access, increased data sources also benefit healthcare professionals (HCPs) and organizations within the healthcare sphere. With valuable insights into how online resources are used by HCPs, how materials are sourced, and which resources are most trusted, healthcare and pharmaceutical companies can better tailor messaging to reach HCPs who would benefit most from specific resources.
Data-led analytics insights (DLA) can also help explain statistics and inform how we prioritize unmet needs in healthcare content. It is the next iteration of data-driven marketing.
In order to better understand the relationship between HCPs and online resources, we conducted a study into what over 880 HCPs think about patient resources further to the pandemic16. Our aim was to determine how and where HCPs source information and how reliable they perceive it to be, to establish if HCP needs are being met.
Insights from the Three Whiskey research team indicate that HCPs are searching for reliable, trustworthy information in specific therapeutic areas – with 70% of respondents citing the availability of resources as either important or very important in the treatment of patients.
In terms of resource credibility, the data provides a similar picture, with 63% of HCPs relying on materials found through search to help inform patients about COVID-19 vaccinations. When it comes to information gathering, resources relating to treatment options, drug information, and disease management are the leading search topics for HCPs, at 24%, 18%, and 18% of search volume respectively.
Crucially, respondents indicate that the most valuable patient resources are those that are trustworthy, easy to use, and high quality. Identifying these relevant features can help providers meet search demand by optimizing content from an SEO perspective – thereby offering accurate and reliable information in critical health areas to support their patients.
With such data available across global markets, it’s clear that valuable content opportunities exist to offer patients and HCPs alike a better experience. By connecting patients with information through the creation of usable, findable content that HCPs can trust, pharmaceutical companies and other health care providers have the power to improve patient outcomes. For example, frequent updates to monitor and maintain quality content can enhance the relevance and integrity of searchable sources, while access to appropriate resources can improve health literacy and empower patients to make good health care choices.