In HCP marketing, a one-size-fits-all approach doesn’t work. Physicians are specialists with distinct mindsets, motivations, and patient interactions. Understanding these nuances is essential for creating messaging that resonates. After all, talking to a dermatologist like they’re a neurosurgeon is like bringing a tube of sunscreen to brain surgery—not exactly useful.
It sounds elementary, but as Schaefer approaches any HCP messaging, we dig deep to be sure we understand not just the specialty we’re engaging, but the human practicing it. What are their needs, desires, motivations and dreams? What about their chosen area of focus makes them respond differently than others? Here are some profiles to consider as you think about how to connect with your audience.
The Practical Primary Care Physician
Primary care physicians (PCPs) often act as gatekeepers to specialty care. With limited time per patient, they prioritize straightforward, clinically relevant information. Effective messaging here should be concise, emphasizing outcomes, guidelines, and evidence-based data. Providing tools that help them quickly identify when a referral or specialist consultation is appropriate can be particularly impactful. Think of it as giving them the cliff notes, not the novel.
The Consultative Ophthalmologist
Ophthalmologists excel in sight-saving procedures but aren’t natural salespeople. Recommending premium intraocular lenses (IOLs) often requires discussing out-of-pocket costs, which can feel uncomfortable. Messaging should emphasize patient education and offer tools to facilitate informed choices rather than focusing solely on product features. Think of it as helping them see the bigger picture—pun intended.
The Confident Dermatologist
Dermatologists, on the other hand, are well-versed in discussing elective treatments. From cosmetic injectables to laser therapies, they frequently recommend procedures that are not covered by insurance. They’re accustomed to navigating conversations about cost versus benefit. Marketing materials for dermatologists can lean into aspirational outcomes and aesthetic benefits while providing clear talking points to reinforce value. Even if your treatment is a vampire-blood facial, and you have strong clinical evidence that helps the dermatologist see the safety and aspirational value, you’ll have a partner who can help patients adopt a novel procedure.
Detail-Oriented Specialist
Other specialists—such as cardiologists, oncologists, or neurologists—tend to be deeply analytical. They value robust clinical data, peer-reviewed studies, and expert opinions. Marketing to them requires an evidence-first approach with clear pathways to access further research and real-world case studies. If the data doesn’t speak volumes, neither will they.
Why It Matters
Tailoring your messaging to each audience is not just a courtesy—it’s a strategic imperative. When the creatives understand the mindset of their audience, they create campaigns that foster trust, drive engagement, and ultimately improve patient care. Whether it’s equipping an ophthalmologist with the confidence to recommend a premium IOL or supporting a dermatologist in introducing a new treatment, knowing your audience makes all the difference.
In short: speak their language, understand their hesitations, and position your brand as a valuable partner in their practice. Otherwise, you might as well be pitching a facelift to a podiatrist—awkward.
