The healthcare marketing bods on Twitter are all getting excited about news that Doctors.Net saw record levels of doctor engagement last year with 25 million unique web sessions in 2009. This is largely owed to discussion forum activity on swine flu, and the trust doctors have in the site as a closed network. So what else is out there, and what are the opportunities for communications activities?
Myhealthspace is another notable UK network for healthcare professionals, offering discussion forums and content on complementary therapies. This highlights the point that each forum and network is highly specific – they all have to be in order to grow an involved community. Numerous online publications, such as Nursing Times, offer forums which tend to generate discussion around featured editorial content (and related issues), and others like ProNurse which offer careers advice. As with many of these online spaces, communicating with or marketing to participants is something that needs to be planned very carefully. Listening comes first, although can even be worthwhile in itself. Then the question is what can you give and how can you add value? Before you know answers to these, there is no quick and easy way to build any digital strategy.
Healthcare professionals are talking about new drugs and brands online, even though elsewhere qualified doctors are accused of denying treatment to patients and NHS budget cuts are looming. Yes, it is complicated, but is it possible to engage online and make the most of the increasing number of networks and technologies? With a bit of enthusiasm, curiosity and drive, and absolute transparency… most definitely yes.
Tags: digital pharma, Doctors.Net, Myhealthspace, NHS, Nursing Times, pharma online, ProNurse