A Digital Experience Where Physicians Expect It 

We have all heard about the “white coat” and the “blue jean” lifestyle of the healthcare professional and that a healthcare brand can speak to them in both these moments of their daily cycle. I want to spotlight those white coat moments, and why endemic offers a distinct advantage over general information arenas.

Endemic medical websites, by definition, focus specifically on the healthcare industry, serving as trusted sources of clinical news, research updates, and industry trends. These platforms cater directly to the needs and interests of healthcare professionals, making them more receptive to relevant marketing efforts.

The HCP User Experience

Before diving into the argument for endemic media, it’s important to highlight the current HCP landscape and how they engage in the digital landscape.

Over Half of HCPs are Experiencing Burnout 

Since the pandemic, HCPs have increasingly reported burnout. In fact, according to the Mayo Clinic Proceedings, 3 out of 5 physicians reported at least one manifestation of burnout. Like any of us, work-life balance is key to maintaining mental health.

HCPs Want to Take Off the White Coat Periodically 

One way to turn off work is by tuning it out. HCPs are consumers too and can be found online in the same channels as anyone else, but that doesn’t mean they’re receptive to advertisements in those spaces. As LiveWorld mentioned, “Most HCPs also don’t want promotional pharma initiatives mixed with their social media.” Whether perusing recent world news on CNN or checking in with a friend on Instagram, HCPs want and need moments away from work. It’s important to consider if we are overwhelming HCPs, who may already burnt out, when targeting them in their downtime which, in turn, could lead to avoidance of future messaging.

Deeper Audience Learning

According to an Accenture study, 73% of physicians reported that they were more likely to engage with communication when it’s personalized. Endemic channels go beyond the impression with a level of personalization and in-depth data insights that cannot be achieved with programmatic and social alone.

Personalization Matters

By focusing on targeting high-value audiences with deeper, enhanced, personalized messaging, brands have the opportunity to learn what engages their audience on a deeper scale. For example, Physician Level Data can tell you things like scroll depth, time on site or in a sponsored center, when the target engaged, insights into the other messaging they engaged with, and how that compares to their peers (i.e. segmentation performance).

Whereas light-touch programs on non-endemic sites may be limited to surface-level data such as impressions and location. These surface-level metrics give marketers minimal guidance on what the next message is to serve that specific HCP to drive a change in treatment behavior.

Additionally, endemic arenas offer a focused audience actively engaged in the healthcare topics that lead to their patient outcomes and directly impact their practice, such as the latest research, treatment protocols, or innovations in medical technology.

Ads and content tailored to these specific interests are far more likely to resonate and drive engagement than general websites where the audience is diverse and their interests are fragmented.

HCPs Trust the Data

Endemic sites also allow for longer education using customization and deeper learning opportunities that are beyond the banner placement. General reach channels rely on the click to receive educational messaging. While broad awareness has its place in media, HCPs require more in-depth details from pharmaceutical and life science marketers before implementing a treatment that could impact patient care plans.

HCPs who visit medical websites are in the mindset of looking for solutions, updates, or insights relevant to their work and thereby more open to targeted marketing messages that can aid their decision-making process. Whether it’s a pharmaceutical company showcasing a new drug or a tech firm offering a medical device, the likelihood of a healthcare professional interacting with that message is significantly higher on an endemic site.

In a recent study LiveWorld found that “millennial HCPs have less trust in pharma claims and often want to see more data around product claims.” Our internal data aligns with this statement where over 70% of HCPs served an MOA message on MedPageToday engaged with the entirety of the brand’s assets. This type of deeper educational messaging cannot be executed in a banner asset effectively.

From Digital Connections to Exam Room Conversations 

Deeper data points and personalized messaging mean more opportunities for connection beyond the digital setting. Endemic sites aim to innovate in ways that improve health outcomes and bring those digital campaigns into the exam room conversations. A network of endemic platforms allows for content and targeting synergy, HCP/patient downloads, and deeper-level targeting tactics to connect HCPs and patients within our unique 360° solutions. I recently wrote another piece for solli on the power of integrated media campaigns that can be found here.

Endemic Channels Instill Trust

Endemic digital channels provide an expected advertising experience in a mindset cohesive with learning about healthcare.

Reaching HCPs in a Learning Environment = Better User Experience

Ads on reputable, niche platforms gain trust by association, and audiences perceive content as more reliable when hosted on authoritative sites, crucial in an industry where trust impacts decision-making. Medical professionals rely on reputable sources for information, and endemic websites are seen as trusted hubs for clinical data and research. By association, marketing with ads or sponsored content on these sites delivers the message through the lens of credibility.

The trust that HCPs have in these platforms extends to the brands they engage with, which enhances the overall perception of the product or service being promoted. Endemic media often produces educational content in a less disruptive user experience—healthcare ads are expected.

Pharma campaigns that provide valuable information (like disease education or treatment options) can complement the site’s existing content, making the ads feel less intrusive and more helpful. This educational angle can enhance the brand’s reputation as a thought leader in the space.

Regulations & Compliance

As we all know, the healthcare industry is one of the most highly regulated sectors when it comes to marketing and advertising. Endemic media providers are well-versed in healthcare regulations (e.g., FDA guidelines). They can navigate requirements like balanced risk-benefit disclosures, reducing compliance risks for pharma brands, as well as, work with internal teams to get assets to market quickly and efficiently.

In Summary…

A mix of marketing tactics to align with your omnichannel approach is how the industry works together to improve HCP and patient understanding. Endemic websites provide unparalleled opportunities for reaching healthcare professionals with precision and relevance. The focused nature of these sites offers pharma companies a compliant, credible, and efficient channel to connect with stakeholders who matter most.

By aligning with platforms where healthcare decisions are shaped, campaigns achieve greater impact, fostering trust and driving therapeutic adoption.

Rich Russey is an industry leader within the health media industry, with a career spanning senior roles within MedPage Today, Meredith, WebMD & Time Inc amongst others.