Digestible content revealed as the most significant driver to clinician satisfaction

 January 13, 2022 – LONDON, UK: New research of +1,830 physicians across Europe, Brazil and Japan has revealed the need for the pharmaceutical industry to produce easy to read, ‘digestible’ content in the post-COVID era as physicians receive more digital content than ever before.

The research led by Bryter, a market research and insights consultancy, shows the direct relationship between clinician treatment choices and pharma’s ability to produce digestible digital content that can be easily shared with patients. The research looked at satisfaction with digital content (email, internet, smartphone or tablet content) provided by AstraZeneca, Roche, Sanofi, Novartis, Bayer, Pfizer, Bristol-Myers Squibb, MSD, Daiichi-Sankyo, Janssen, Gilead and Takeda.

Laurence Olding, Healthcare Research Manager at Bryter, said, “If digital channels are to become the pre-eminent means of communicating, pharmaceutical companies need to understand what matters most to clinicians and how they are currently performing against their competitors. Providing information that is easily digestible, keeps physicians up-to-date with scientific developments, and helps them deliver better patient care is fundamental to driving satisfaction with the digital content pharma provides”. 

Since the start of the pandemic, more than two-thirds (67%) of clinicians have received more digital content from pharmaceutical companies than before the pandemic.

Laurence Olding, Bryter, explains, “We’re starting to see a divide between the pharma companies who are keeping pace with clinician needs in digital, and those who are beginning to fall behind. We ranked clinician satisfaction across therapy areas, across markets and between pharma companies. We’ve assessed how satisfied clinicians are, which companies are ahead of the curve in producing interactive content and which are lagging. What’s clear is there is more the pharma industry can be doing to improve”.

Bryter’s research reveals:

• Amongst all clinicians, Novartis, Daiichi-Sankyo, and Pfizer had the highest satisfaction scores for digital information provided
• Bayer, Daiichi-Sankyo, and Janssen scored highest overall for having digital content that is digestible
• Janssen was also found to be producing the most interactive content overall
• GPs found content from Novartis and Sanofi the easiest to share with their colleagues
• Overall, Janssen scored highest for producing content that helped clinicians to deliver better patient care and for producing content that was tailored for use with patients
• Bayer scored the highest overall for keeping clinicians up to date with the most recent scientific developments and is also amongst the best for providing unbiased information
• 48% believed that digital content from pharma companies had greatly improved since the onset of the global pandemic
• 53% of physicians believe digital content has become more interactive since the start of the pandemic

The full results can be downloaded here: https://pages.bryter-research.co.uk/pharma-digital

Additionally, as part of their research into digital engagement with HCPs post-COVID, Bryter has assessed the digital content and channel engagement Forxiga, Jardiance and Invokana amongst Nephrologists as well as five immunology brands (Dupixent, Skyrizi, Taltz, Stelara and Cosentyx), with Dupixent scoring the highest. Dermatologists were more likely to share Dupixent digital information and content with their colleagues (79%) compared with other brands.

Pharmaceutical companies keen to see further data relating to their performance in different markets can contact Ben Gibbons (US) or Seb Martin (UK) for further information ben.gibbons@bryter-us.com / seb.martin@bryter-uk.com.

Notes to Editors

Please reference Bryter as the source of this research in any editorial articles.

Interviews and visual research graphics are available upon request. Please contact Liz Adams on 07775515593 or LizAdamsComms@gmail.com.

About Bryter

Bryter is the UK and US-based market research and insight consultancy specializing in healthcare research. www.bryter-uk.com.

Bryter uses a range of approaches and methodologies incorporating qualitative techniques like digital ethnography and advanced analytical techniques for optimising content strategy. Bryter’s Digital Campaign Builder is a choice-based tool that helps to truly optimize integrated channel and content preferences.