Omnichannel scientific engagement and the use of archetypes to drive personalization

by Stephen Riddle

One of the greatest commodities in the healthcare industry is the provision of medically relevant information to enable critical decision-making that ultimately optimizes patient outcomes. This is especially true when it comes to medical communications and scientific engagement. However, when working with complex stakeholder groups and large datasets in an increasingly saturated information and digital landscape, it can be hard to understand who your audience is and the best way to engage it.

During the past decade, biopharmaceutical scientific engagement within medical affairs has evolved across two key stages: from a brand-centric (Medical Affairs 1.0) approach to a focus on customer-centricity (Medical Affairs 2.0), which is where most of the biopharmaceutical industry is currently positioned. This shift has been enabled by the emergence of personalized medicine, digital technology, empowered patients—driven by greater access to information, richer datasets, and evidence sources.

However, there is an opportunity for medical affairs teams to move into a new third stage of engagement: a peri-/future-state stage we call “Medical Affairs 3.0.”

This new era is defined by the creation of medically informed networks, which facilitate expanded learning and connected peer-to-peer and personalized experiences for healthcare professionals. These networks are fueled by data, social proof, digital platforms, and rich insights into the customer.

At the recent 18th Annual Meeting of the International Society for Medical Publication Professionals (ISMPP), hosted in Washington, DC, Gary Lyons, Head of Strategy, discussed the role of personalized audience engagement in his plenary titled “Audience Segmentation: Omnichannel Scientific Engagement and the Use of Archetypes” built on the positioning of Medical Affairs 3.0.

Here, he explores the key themes and shares his recommendations for effectively engaging healthcare professionals at multiple touchpoints through an archetype-driven omnichannel strategy.


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