To reach HCPs, don’t try to be everywhere. Just be where they are.

This just in from Pharmaphorum – key takeaways from their recent webinar with Medscape that featured CMI Media Group’s Chief Media and Innovation Officer, Justin Freid. The webinar underscored that effectively engaging Healthcare Professionals (HCPs) isn’t about being omnipresent, but strategically meeting them where they are. As Justin highlighted, success hinges on recognizing HCPs as consumers with evolving media habits – from podcasts to social videos – and tailoring diverse, data-driven content to those specific touchpoints. He emphasized that an impactful omnichannel strategy moves beyond repetitive advertising, focusing instead on dynamic, relevant content based on a deep understanding of their behaviors, including prescribing patterns, to foster genuine engagement. View the article and webinar here.