Healthcare

Surveyed via text, HCPs say they want more interactions with pharma?

A new report from Impiricus and CMI finds that HCPs are looking for pharma to provide more educational support about clinical trials to physicians.

Heerea Rikhraj

May 19, 2025

3:35 pm

Credit: Getty Images / Angelina Bambina

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Using text messaging as a way to engage healthcare professionals (HCP), a report released Monday found that HCPs are looking for pharma to provide more educational support and content to them on a daily basis.

CMI Media Group and Compas, a 2024 MM+M Agency 100 honoree, teamed up with HCP engagement platform Impiricus to produce a report about HCPs and their preferences for interacting with pharma companies.

In addition to a request for more educational support, respondents ranked insurance coverage/financial assistance, in-person support and AI tools as other factors they would like to see addressed by drugmakers.

When it comes to education, HCPs ranked updates from trial summaries as the most important information that they are looking for.

Updates on side effects/interactions information, printed materials, webinars, patient education, conference assistance, scientist access, decision support and pharmacy education are other forms of education that HCPs would like to see from pharma.

With regards to financial support, HCPs ranked information on coverage support and patient assistance copay programs as the top two forms of assistance for their patients.

Dr. Osama Hashmi, co-founder of Impiricus, said HCPs know that drugmakers have resources on their end, but HCPs need the right resource at the right time.

One of the ways he suggested pharma better engage with HCPs is through text messaging, which is how the team reached out to HCPs for the survey.

Mike Gelber, the SVP of product at Impiricus, said that combining AI and text messaging has been an effective way for the company to deliver resources to HCPs since the team is able to nudge them with new content when they need it.

“Leveraging AI in texts allows us to pull deep materials from our archives and share them with HCPs,” he added.

Hashmi said that in order to build an effective AI messaging tool, Impiricus collected millions of data points and tested them to determine which messaging was the best for communicating a specific topic. The team also took feedback from its physician advisory board on what kind of language best works for them.

“We tried to design something that answered the question, ‘What is the most important point that can be delivered in one sentence?’” Hashmi said.

At a time when the relationship between HCPs and drugmakers has been fraught, Ryan Burchinow, the SVP of engagement strategy at CMI, said it’s critical to remember that HCPs are patients, too.

Shaping AI products around this understanding, he said, helped the team develop a method of communication that effectively interacts with HCPs.

The study also offered three key takeaways for medical marketers.

First, create and distribute clear, evidence-based educational materials around clinical data, patient outcomes and updated guidelines.

Additionally, promote awareness of financial resources and invest in AI tools and two-way communication channels.

“There is a lot of work to be done over the next couple of years to continue to engage HCPs, but this is the first step,” said Hashmi.

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