Today, physicians need all the help they can get in providing patient care, as they are struggling with growing patient volumes, a range of new technologies and increasingly complex administrative systems. This should represent an opportunity for the pharma industry to step up as a valued partner. However, many physicians look to the pharma industry with suspicion, thinking of pharma content as nothing more than advertising and finding the quality of digital resources provided by pharma companies to be poor.
A study by Manhattan research for example showed that 61% of gastroenterologists agree professional video influences their clinical decisions. Yet, 48% don’t think any pharma company is doing a good job at providing quality HCP videos*.
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