Conducting effective user research with HCPs
- User research
Are you doing enough to build a foundation of trust via your digital platforms and content?
This week, we're excited to release our latest whitepaper.
Based on research with HCPs in the UK, USA and France, we shed light on their perceptions of pharma-owned digital channels, and what organisations should be prioritising in order to build trust, strengthen relationships and drive engagement.
As a specialist design and user research agency, we’re used to conducting interviews with patients and healthcare professionals (HCPs). But when this research is on behalf of one of our partners, the scope of the interviews is limited to a specific brief, and often centred around one brand, product or organisation.
For our latest whitepaper, we wanted to speak to HCPs independently, as Graphite, to understand more about their digital habits, interactions, and perceptions of pharma
Based on first-hand insights from consultant-level HCPs in the UK, USA and France, we shed light on their perceptions of pharma-owned digital channels, and provide practical advice about what teams should be prioritising in order to build trust, strengthen relationships and drive engagement.
We also draw on the experiences and views of our industry contributors at Astellas, Beigene, Pfizer and Takeda.
Our research revealed the extent to which a lack of trust in pharma-owned content and channels is impacting digital behaviours and engagement — 80% of the HCPs we spoke to cited this as a key concern.
Our participants identified a series of barriers that hinder their trust in pharma-produced digital content, including
Suspicions about the objectivity of the data provided
Awareness of promotional spin, based on the tone of content and messaging
Full information about a drug or condition not being available in one place
Difficulty in finding what they are looking for
Access to information and platforms is difficult.
When it comes to building trust with digital products and content, HCPs want transparency, neutrality, ease of use and visibility, as well as seeing medical content and colleagues put front and centre.
“We need to start being realistic about the widespread lack of trust between HCPs and pharma organisations. Our research has revealed just how deep the mistrust runs, how it clouds digital interactions, and ultimately impacts behaviour and engagement with pharma, both online and offline. HCPs need pharma, and pharma needs HCPs — so let’s make sure that this next chapter of engagement is one of partnership, in pursuit of the interest of patients.”
In the report, we share our findings in more detail and provide 10 practical recommendations for creating better digital products and experiences that can help strengthen relationships, improve perceptions, and build trust.
We also look at how HCPs see the future role of pharma evolving in terms of how they support both HCPs and patients, and their views on how pharma can provide better digital patient resources.
“The key for me is trust — something difficult to create and easy to break. HCPs need to trust that pharma is in it for the long term, putting patients first and enabling access to medicines. This starts with making sure teams’ incentives, actions and investments are aligned to solving the biggest problems that HCPs and the health ecosystem are facing.”
“Communicating clear and factual information around efficacy and safety data that best allows HCPs and patients to understand benefit/risk of our products can help supercharge that trust. Fostering relationships on factual information is key to bringing the right medicines to patients faster”
We hope this new report is an interesting read, and would encourage you to ask yourself — are you doing enough to build a foundation of trust via your digital platforms and content?
We need to start being realistic about the widespread lack of trust between HCPs and pharma organisations.
Our research, in which 80% of HCPs cited a lack of trust in pharma, has revealed just how deep the mistrust runs, how it clouds digital interactions, and ultimately impacts behaviour and engagement with pharma, online and offline.
In this report we’ll provide a clearer picture of how HCPs feel and provide specific, practical recommendations of how to address the challenges through digital channels and design better products and services. With industry perspectives from contributors at Astellas, Beigene, Pfizer and Takeda.
Click below to download your free copy now.