Q1: Who are HCPs and patients in digital terms?
- HCPs (Healthcare Professionals) include doctors, pharmacists, and nurses who interact with digital content mostly for professional development, clinical updates, and decision support.
- Patients are end consumers looking for health advice, symptom information, treatment options, and support communities.
Q2: Where do HCPs and patients spend time online?
- HCPs use:
- Scientific platforms (e.g., Medscape, UpToDate)
- Closed HCP portals
- LinkedIn and email for professional updates
- Social media (just like people for networking and entertainment)
- Patients use:
- Google Search
- YouTube
- Social media (e.g., Instagram, Facebook, TikTok)
- Health blogs and forums (e.g., WebMD)
- AI tools such as (e.g., Chatgpt)
Read more: Top 20 Tips For Effective Digital Communication With HCPs
Q3: What content works best for each group?
- For HCPs:
- Evidence-based summaries
- Clinical trial data
- Webinars and expert interviews
- Short, practical updates (videos, infographics)
- For Patients:
- Easy-to-understand visuals
- Storytelling and testimonials
- Tips for everyday health
- Symptom checkers and explainer videos
Q4: How do they behave when they see ads or branded content?
- HCPs are skeptical of promotional tone. They value credible, peer-reviewed or expert-endorsed material.
- Patients are influenced by emotional, relatable, and trust-building content—especially when it addresses their pain points or offers reassurance.
Q5: What’s their attention span like?
- HCPs want fast, value-rich content—often multitasking between patients or during quick breaks.
- Patients may consume longer content if it’s engaging, especially videos or stories that speak to their condition or concern.
Q6: What digital tools do they use?
- HCPs:
- Clinical apps (e.g., apps helping them in diagnosis)
- Professional webinars or CME portals
- Email newsletters from credible medical sources
- Patients:
- Health tracking apps (e.g., fitness, sleep, cycle tracking)
- Telehealth platforms
- Community groups or Q&A forums
Q7: What do they trust?
- HCPs trust peer-reviewed sources, clinical data, and medical societies.
- Patients trust personal stories, reviews, HCPs with strong online presence, and familiar healthcare brands.
Q8: How to engage them differently in marketing?
- To engage HCPs:
- Go for precision, relevance, and credibility.
- Offer value through insights or tools.
- Keep formats concise and respectful of their time.
- To engage patients:
- Use emotion, clarity, and simplicity.
- Focus on how a solution improves their life.
- Visual storytelling works best.
Read more: Digital Marketing Trends 2025: A Q&A Guide for Health and Wellness Brands
Q9: Do they share content?
- HCPs usually share content in professional circles.
But it depends a lot on the specialty.
Some specialties are quite active on broader social platforms — and this varies by region. (The following are generic examples to give an idea):- Aesthetic dermatologists and plastic surgeons post regularly on Instagram and TikTok
- Dentists and nutritionists often share content on Instagram
- Psychiatrists are more visible on platforms like YouTube and X (Twitter)
- Other specialties still prefer LinkedIn or closed professional groups.
If you’re targeting HCPs, always consider where their specialty is most active online.
- Patients share more on personal platforms .. especially if the content is inspirational, informative, or solves a real-life issue.
Q10: What does this mean for digital campaigns?
You can’t use a one-size-fits-all approach.
If you’re promoting a treatment, for example:
- Create a scientific explainer video for HCPs.
- Create a lifestyle-friendly animated reel for patients.
Customize tone, format, and channel based on your audience.
Wondering how these insights can elevate your brand? Connect with Eureka Digital to explore customized digital strategies that drive success in healthcare
