Understanding and Influencing HCPs:

A Guide for Pharma, Medical Device, and Diagnostics Marketers

In today’s healthcare industry, physicians play a crucial role in the decision-making process when it comes to the use of new treatments, medical devices, and pharmaceuticals. They are responsible for selecting the most appropriate treatments for their patients, based on their clinical expertise and judgment, so it is essential for companies launching new and innovative therapies to understand how HCPs make decisions, where they go for information, and how to influence their behavior in a positive way.

This guide discusses:

  • Factors That Influence Physician Behavior
  • What HCPs Want
  • Common Motivations For HCPs
  • Where Physicians Go for New Information
  • How HCPs Use the Internet
  • Top Preferred Channels
  • And much more!

data, advice & Expert Insights

We explore the factors that influence HCP behavior, the importance of understanding your target audience, crafting the right message, and selecting the most effective communication channels.

We also discuss the role of relationships in physician behavior, as well as how to overcome resistance and measure success.

Healthcare practitioners are motivated by a range of factors, which can vary depending on their individual values, goals, and priorities. Understanding what motivates them is essential for any sort of medical device or pharmaceutical company seeking to influence their behavior and convince them to begin implementing newly launched treatment options.