In 2024, neurology specialists have developed new expectations in terms of what they consider compelling professional content. For example, they are increasingly accessing content that has been validated with direct clinical applications, as opposed to casual sources. There are also distinctions as to what they consider compelling content compared to other physicians.
Neurology specialists' content preferences apply to promotional materials within those resources as well. In fact, they are accustomed to seeing or even expect to see promotions and promotional content in certain contexts. Advertisers can use their unique preferences to their advantage. Let's explore the different types of promotional content, placements, and contexts advertisers can use to engage them successfully.
Key insights from our research
- 46% believe having content from multiple peer-reviewed evidence-based sources in advertisements adds credibility.
- 46% believe having clinical data in advertisements adds credibility.
- 38% believe supporting or substantiating claims in advertisements using independent peer-reviewed research adds credibility.
Neurology specialists continue to prefer peer-reviewed content
Peer-reviewed content remains the most influential content for neurology specialists. Specifically, 88% of neurology specialists consider peer-reviewed content, such as online and print journal content, to be the most influential on treatment decisions and improving patient outcomes.
Even so, neurology specialists face challenges when reading journal content. The majority state they do not have enough time to read everything they want, while 53% struggle to keep up with so many articles and identify what is of value to their practices. Neurology specialists may be more open to engaging with sponsored content that includes value-driven, peer-reviewed material presented in a concise format as a result.
Neurology specialists’ preference extends to peer-reviewed content in promotions
Indeed, neurology specialists see an opportunity in promotional materials to inform themselves about potential new products or treatments — so long as the content is presented in a peer-reviewed format that reinforces the credibility of the product. 61% believe industry-sponsored messages in their resources offer some value depending in the topic covered. In this way, promotions can be a valuable way to inform neurology specialists even if doing so does not lead to immediate adoption of the product being advertised.
Clinical data is the key to credibility
In addition to peer-reviewed content, neurology specialists find the most impactful industry sponsorships highlight research data that validate a promotion's messaging in a helpful and nonintrusive way. As stated, nearly half (46%) believe having clinical data cited in advertisements adds credibility.
Neurology specialists are more likely to find credibility in sponsored messages that demonstrate the value of the product being advertised in general. The survey results imply clinical data only reinforces this perception of credibility.
Promotions with inherent value build your brand
Most neurology specialists (61%) already expect to see advertising or industry-sponsored messages on the resources they use. Advertisers that tailor their promotional content strategy for neurology specialists by featuring peer-reviewed content and clinical data are more likely to achieve long-term success.
Providing them with inherent value, and positioning your brand as an asset and genuine partner to their professional efforts, is an important and effective stepping stone on the path to greater ROI. Building credibility and trust in these ways is more likely to reinforce brand recognition and appreciation, which can lead to even more robust sales compared to product evangelism alone.
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* Wolters Kluwer conducted a survey from February to June 2024. The survey involved 1,333 healthcare practitioners (HCPs). This article highlights data about neurology specialists, which were part of that sample.