In today’s healthcare landscape, HCPs are setting a higher bar for the content they receive from pharmaceutical companies. Gone are the days of one-size-fits-all, product-centric communication; now, HCPs expect content that aligns with their values, provides practical insights for patient care, and is accessible in the formats they prefer. Meeting these expectations isn’t just a strategy; it’s essential to building trust and lasting partnerships with HCPs.

According to data from The New Rules of Engagement by Accenture (2021), over 30% of HCPs place the highest value on "medical content they can pass on to their patients." This highlights a strong desire for content that directly supports patient care, moving pharma from a traditional provider role to one of an ally in healthcare. These professionals are increasingly looking for actionable insights that reinforce their clinical expertise and improve patient outcomes.
HCPs also highly value content that builds trust. In Accenture's findings, around 25% of HCPs prioritize content they can rely on, highlighting the importance of consistent, evidence-based information that goes beyond product promotion. Trust, in this context, isn’t just about scientific accuracy—it’s about reliability, empathy, and support. Content that prioritizes broad disease awareness, diagnostic support, and patient management tips, rather than narrowly focusing on specific products, allows pharma companies to connect with a wider audience and meet real clinical needs.
When it comes to format, busy schedules mean HCPs gravitate toward concise and accessible content. Accenture's data reveals that nearly 20% of HCPs show a preference for short-form resources, such as quick-read PDFs, bite-sized videos, and brief podcasts. These formats work well during short breaks or in-between patient appointments, enabling HCPs to stay informed without needing extensive time commitments. However, there’s still room for in-depth, long-form content, as some professionals prefer detailed analysis for after-hours study.
On-demand access has become crucial, with more HCPs favoring virtual engagement over traditional in-person meetings.
As Accenture's research shows, roughly 18% of HCPs now expect digital content to be readily available before they connect with sales reps. This shift represents a significant change: reps now engage later in the decision process, with digital resources laying the groundwork and answering initial questions. By investing in robust digital content libraries, pharma companies can ensure HCPs have all the information they need upfront, fostering more productive and meaningful interactions down the line.
Context also plays a significant role. The content needs to be tailored to different moments in HCPs' workdays. For example, point-of-care content should deliver just-in-time information for clinical settings, while broader educational content can be more detailed and exploratory. Accenture's report suggests that 15% of HCPs highly value this contextual relevance, underscoring the need for pharma to create content that fits seamlessly into diverse clinical and learning environments.
Accenture's findings offer a clear roadmap: HCPs prefer content that provides real value, fosters trust, accommodates their busy schedules, and respects their context. Pharma companies that align with these preferences aren’t just building brand awareness—they’re establishing themselves as trusted partners in patient care. As HCP expectations evolve, the companies that rise to meet them will drive deeper, more meaningful engagement and contribute to better healthcare outcomes.
G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.
Contact us today to learn more: Contact@g-med.com