Optimizing Content Consumption for HCP specialists
Client was seeking to understand the value of their position in the marketplace when compared to industry competitors and improve the experience for their subscribers.
A trusted news source for breaking drug approvals, pipeline trials, and emerging trends in neurology was looking to assess the value of key resources when subscribers seek professional information, including medical journals, podcasts, and video interviews. The client aimed to determine the main sources of neurology-related news sources and leverage a better understanding of the frequency with which their consumers were reading/accessing neurology-related information.
- HRA developed a virtual survey in partnership with the client that was deployed via email to the client’s subscriber base.
- Each respondent was asked to provide information on their key sources of professional information, the value they ascribe to each, and the likelihood of visiting their journals or websites.
- The research uncovered the respondents preferred venues for information dissemination. Nearly 60% of the HCP respondents found the client’s panel discussion format to be “Very” or “Extremely” valuable platforms for educational purposes.
- More specifically, this study identified the topics that are the most appealing to the client’s subscriber base. The most requested topics for additional content were MS, Parkinson’s disease and COVID-19-related topics.
- The insights captured from the study highlighted the value respondents place on traditional lectures and CME sessions hosted by the client. Over 50% of respondents reported that they find workshops and special interest group meetings to be “Very” or “Extremely” valuable.
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