When advertising to oncologists, first impressions are everything

Medical advertisers engaging oncology specialists should include clinical data and peer-reviewed content in their promotions that substantiate their product claims.

Oncology specialists are more receptive to advertisements in their preferred publications than previously thought, especially when those ads include clinical and peer-reviewed data.

As physicians' understanding of medical practices continues to evolve, they are relying more on targeted, data-supported professional content. This shift has a real impact on the efficacy of advertisements within physicians' preferred resources, where oncology specialists are more likely to respond to ads featuring substantiated claims.

In this article, we take a closer look at results from our 2024 content consumption survey findings about oncology specialists as they encounter promotional content within their preferred professional resources.

Oncology specialists' content preferences are similar to other healthcare professionals

In most ways, oncology specialists align with other healthcare professionals (HCPs) in terms of the professional content they prefer for learning new treatment options, understanding patient outcomes, and staying up to date in their field. For example, as with all HCPs in sum, most oncology specialists consider peer-reviewed content (91%), review articles (74%), and guidelines and standards (72%) influential in terms of treatment options and patient outcomes.

Oncology specialists also have unique habits in terms of the content they prefer. For instance, 67% use conferences and symposia for the latest research and information in their field—a greater share than that of the overall physician population.

Oncology specialists' expectations about ads have shifted

Interestingly, compared to 2022 data from a similar Lippincott survey, oncology specialists are now more likely to anticipate advertisements or promotional content in their resources. 72% expect to see advertisements in their professional content. This shift suggests oncology specialists have grown more accustomed to encountering promotional material in their preferred resources.

Oncology specialists are receptive to promotional content

Oncology specialists are not dismissive of promotional content and they suspect they will find value in some ads under certain circumstances. According to our study, 49% agree that promotional content or advertisements can offer some value, depending on the topics covered.

The task for advertisers then is to facilitate those circumstances—and in doing so, context is critical. Oncology specialists are more discerning about the contexts in which they find sponsored content credible.

Even so, 39% claim the placement of industry ads in print journals makes those ads more credible; 36% feel the same way about ads in conferences and symposia. Oncology specialists feel similarly about other preferred sources for professional content as well, such as CME/CE activities (35%), online journals (35%), and others.

Create promotional content with inherent and recognized value

Perhaps the top takeaway for advertisers looking to engage oncology specialists successfully is this:

Oncology specialists are more likely to find advertisements compelling when they include clinical data and peer-reviewed research.

According to our study, 55% claim having independent peer-reviewed research supporting or substantiating a claim in an advertisement or promotion adds credibility to advertisements. Similarly, 53% claim having clinical data citations in the advertisement adds credibility.

Four ways advertisers can engage oncology specialists successfully

Advertisers may surprise oncology specialists —in a good way — if they craft their message and place their advertisements effectively. Here are some tips for advertisers hoping to build successful campaigns in these ways:

1. Source relevant clinical data and peer-reviewed materials

Repurpose them within promotional content in ways that are honest and helpful to readers. Useful sources will support the key value proposition of your product or service. The sources also may highlight a particular need where your product or service adds value.

2. Determine the best way to share your sourced information

Ensure your ads are concise but add value for readers. Your goal is to pique their interest as they’re in the mindset of absorbing clinical and peer-reviewed information, not to become a distraction to their content consumption goals.

3. Choose relevant placements where your content is likely to succeed

Your promotional content should exist in publications that both (1) oncology specialists prefer and that (2) are conducive to your message and the sources you’re using to add value. For example, conferences, symposia, and their publications attract oncology specialists, but your message may be more relevant within peer-reviewed journals and therefore more approachable to readers.

4. Design ads that focus not on your product but on professional results for oncology specialists

Because oncology specialists approach professional content without a buyer’s mindset, they will be more receptive to promotional content that aligns with their content goals, such as better treatments, better patient outcomes, and insights into their field. Promotional content that puts those things at the forefront will fit better within an oncologist’s ideal professional content experience.

By understanding and respecting oncology specialists' preferences and expectations, advertisers can create more effective and well-received promotional content in oncology-focused publications and resources.

Partner with Lippincott® HCP Access at Wolters Kluwer

The audience solution experts at Lippincott® HCP Access ensure your brand is delivering the right message, in the right format, at the right time. Contact an expert when you’re ready for personalized advice on a successful oncology content strategy.