Pharma spends billions on drug development, yet many 'prescriptions' are lost — not because of efficacy or safety, but because of friction in the HCP experience.

Imagine an Oncologist searching for trial data on a new therapy. They’ve received multiple emails, attended a webinar, and spoken with a rep, but they can’t find the key details fast enough when it's time to prescribe. Instead of digging further, they choose a competitor’s drug, where information is easier to access.

🔹70% of HCPs use online resources to support treatment decisions. DT Consulting and “HCPs in Germany have a higher preference for content on treatment guidelines, safety, and efficacy. They use digital channels for personal learning and development activities, video conferencing for professional networking, and remote interactions with pharma companies. Sermo and Medscape are the 2 main websites they use to access content, followed by search engines”. (Indegene)
🔹 1 in 3 prescriptions is influenced by CX — not just clinical data. (DT Consulting 2022)
🔹 HCPs who experience friction will switch to a competitor.

If engagement is seamless, HCPs stay. If it’s frustrating, they move on and don’t return.

What drives prescription decisions?

A great product alone doesn’t guarantee prescriptions. HCPs consider three factors:

50% – Clinical data: safety, efficacy, dosing. (IQVIA)
35% – CX: ease of access to information and support. (DT Consulting, 2024)
15% – Company reputation. (Indegene)

💡 If your CX is poor, you risk 1 in 3 prescriptions.

Many pharma teams still assume strong clinical data is enough. It isn’t. If HCPs can’t access the right information quickly, the best product won’t get prescribed.

Let’s see what happens when CX creates roadblocks.

The overwhelmed Oncologist — how CX impacts prescriptions

"I just need trial data. Instead, I have 17 unread emails, five webinar invites, and a rep who keeps leaving voicemails. Where do I even start?"

That’s what an Oncologist told us. They weren’t ignoring the brand — they were overwhelmed. Trial data was scattered across different platforms, emails, and calls. Too much noise. Not enough clarity.

💡 The solution? The company streamlined all materials into a single digital hub. No fluff — just what HCPs needed when they needed it.

For Oncologists, for instance, platforms like the Oncology Compass provide real-time access to practice-changing studies, ensuring physicians make informed treatment decisions.

The impact:
40% fewer duplicate content pieces (less noise)
28% higher engagement (HCPs using the resources) (IQVIA, 2023)

📌 Takeaways:

• If your engagement feels like a maze, HCPs won’t stick around to find the exit.

HCPs are tuning out

When CX works, HCPs engage. When it doesn’t, they tune out.

• More website traffic – A clean, intuitive platform keeps HCPs engaged longer. (DT Consulting, 2024)
• Higher content engagement – Frictionless access increases time spent on whitepapers, videos, and webinars. 
• Better conversion rates – A trusted experience leads to higher event signups, stronger rep interactions, and more prescriptions. 

Too often, pharma mistakes more touchpoints for better engagement. If HCPs feel like they’re on a scavenger hunt, they’ll find a competitor with a map.

And this applies to digital channels as well.

Where are HCPs engaging?

HCPs aren’t hard to reach — you just have to meet them where they are.

📩 Email works. Nearly half (47%) of HCPs prefer it. But make it skimmable — nobody wants a 10-paragraph product pitch. (Indegene, 2023)

🎥 Webinars? Sure — but make them flexible. 55% prefer on-demand over live. No one’s rearranging their schedule to attend a midday session. (DT Consulting, 2024)

📌 Takeaway: The problem isn’t HCPs ignoring you. It’s your content not meeting them on their terms.

The frustrated GP — the cost of poor CX

A primary care drug launch relied on email campaigns to engage HCPs. But engagement metrics were alarmingly low.

🔴 The problem: The emails were dense, overwhelming, and required too many steps to take action. HCPs weren’t clicking through, even when they were interested.

🟢 The solution: The company simplified the email with one clear, mobile-friendly CTA: “Request Trial Samples.”

📌 Takeaway: Friction kills engagement. Reduce steps, increase action.

The MSL bottleneck — why consistency matters

🔴 The problem: An MSL team at a global pharma company kept getting the same medical questions, but their responses were inconsistent. Some HCPs got detailed insights, while others got brief, unclear answers. Inconsistency eroded trust.

🟢 The solution: The company implemented an AI-driven knowledge base to ensure MSLs had accurate, standardized responses.

📈 The result: Response times improved by over 35%, leading to stronger HCP trust and engagement. (Research Gate)

📌 Takeaway: Trust isn’t built on frequency — it’s built on consistency.

The prescription for better HCP engagement

• Personalize the digital journey – Tailor interactions based on CX data. 
• Leverage real-time feedback – Platforms like Screver help teams adjust engagement instantly. 
• Benchmark performance – Measure CX against top industry performers. 
•  Refine content strategy – Track what HCPs engage with and adjust accordingly. 

Only 24% of pharma companies track HCP engagement data. (Indegene, 2023) That means most are guessing instead of optimizing.

CX wins prescriptions

If HCPs struggle to engage with your brand, they prescribe someone else’s product.

⚡ Let’s improve that. We’ll assess your CX strategy, identify quick wins, and show you exactly where you’re losing prescriptions.

Book your free CX demo today. The best time to improve the engagement was yesterday. The second-best time? Right now;)

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