The digital landscape for healthcare professionals is crowded. There are social networks, broad news portals, and clinical reference tools all vying for an HCP’s limited attention. With so many options available, a key question for marketers is: Why would an HCP want a new channel?
The answer lies in a differentiated approach—one that goes beyond a general platform and offers a focused, credible, and dedicated space for learning and connection. Unlike a general social network, a dedicated community allows for a 100% share of voice (SOV) exclusivity for a brand, ensuring that marketers aren’t competing with other advertisers for attention. This provides an exclusive environment for physician learning that is tailored to a specific condition.
The Power of a Condition-Specific Community
A condition-specific community is a powerful tool for a number of reasons. Firstly, it allows HCPs to stay current on trends in their therapeutic area and understand the nuances of a condition from both a clinical and patient perspective. Secondly, it fosters a sense of trust by providing a curated, high-integrity environment with medically reviewed content. This is particularly important for an audience that prioritizes credible and trustworthy sources when making prescribing decisions.
Finally, this model provides a highly efficient and measurable way for marketers to engage their target audience. Health Union’s HCP Connect communities are priced on a cost per engagement (CPE) model, which ensures zero waste. Marketers only pay for engagements made by NPIs on their pre-agreed-upon target list. This is a level of transparency and measurability that is not always guaranteed by other platforms.
Success in Action: A Myasthenia Gravis (MG) Case Study
Our first community exclusive sponsorship has already proven the value of this model. A long-term partner, seeking to secure leadership in the Myasthenia Gravis (MG) category, expanded their DTC sponsorship to launch an exclusive MG HCP Community. The results were significant:
- Over 1.2K unique NPI engagements in just 6 weeks, exceeding the delivery goal by 210%.
- 96% of Tier 1-3 NPIs on the target list were reached, with 14% engaging in the first 6 weeks—3X the industry benchmark.
- The community achieved a 15% verified open rate and a 25% email click-to-open rate (CTOR), which are more than double Health Union’s own benchmarks.
The success of this pilot demonstrates the power of our community model and data, validating our ability to efficiently deliver targeted NPI engagements at scale.
