Healthcare professionals face an information paradox: an abundance of medical knowledge exists, yet it can be difficult to access the right information in the moments of care. A recent study of UK clinicians found they tap into a staggering array of resources on the job – 337 HCPs collectively identified 136 different information sources (websites, apps, colleagues, guidelines, etc.) used to answer clinical questions.
This diversity highlights how no single source currently satisfies all their needs. It also underscores a critical reality: HCPs need clinical information that is timely, easily accessible, and seamlessly fits into their workflow. As well as this, the structure in which content is delivered is vital, on the Eolas platform we saw significant engagement increase when content was designed to be short form, mobile first and fitted with how clinicians work. When this happens, the impact is tangible.
In this article, we explore why providing high-quality clinical content when and where HCPs need it is vital, and how life sciences industry partners can optimise engagement by aligning with HCP behaviors.
Content from Industry: Essential for Safe Care
Therapies and devices are increasingly sophisticated, and proper usage often requires specialised knowledge. Industry partners – including pharmaceutical and medical device companies – provide educational and product-related content that is a cornerstone of safe and effective use of their products. In fact, industry codes of ethics emphasise that healthcare professionals require training and understanding of how to use medical technologies correctly for patient safety. Whether it’s a new device or a novel or existing therapeutic agent, HCPs rely on up-to-date instructions, clinical data, and guidelines from the manufacturers to ensure they are using these tools appropriately.
This content can serve as an extension of the product itself, enabling HCPs to deliver safe and effective care and at the same time creating engaged advocates for the use of the product.
When companies offer clear, evidence-based educational materials, they are supporting HCPs’ clinical decisions directly. Such content often complements public guidelines by covering product-specific best practices that only the manufacturer may have studied. The value of this information is immense: it can reduce misuse of devices, enhance adherence to therapy, and ultimately improve patient outcomes. Industry’s role, therefore, is not just to sell products but also to partner in education, ensuring every HCP has the knowledge to use those products to their fullest, safest potential.
Embedding Knowledge in Clinical Workflows Drives Engagement
Even the most authoritative medical content is of little use if it doesn’t reach HCPs at the right time. Busy clinicians often have mere minutes (or less) to find answers when a question arises during a patient consultation. Traditional avenues for information are becoming antiquated and simply don’t fit into the pace of clinical practice. For example, only about 2.5% of GPs have registered to use the national OpenAthens medical journals portal, indicating that most clinicians seek information through more convenient channels. To drive real engagement, content must be delivered within the HCP’s workflow, in a frictionless manner.
There is growing evidence that integrating knowledge tools into clinical systems boosts usage and improves care. The NHS in England recently underscored this by providing all staff access to an evidence-based point-of-care tool (BMJ Best Practice) precisely because of the “sheer volume of new health information and the time constraints faced by healthcare teams” – clinicians need practical support embedded at the point of care . When such integration happens, the response from HCPs is striking. BMJ reported a 99.5% increase in usage sessions for its Best Practice tool after integrating it into electronic health record (EHR) workflows. In other words, making clinical guidance available as part of the work flow doubled utilisation. This isn’t just a usage statistic; it translates to changed behavior – more clinicians are actually checking guidelines, dosages, and evidence summaries during patient care.
Timely access matters. An oncologist in clinic, for example, is far more likely to skim a quick drug interaction alert or dosing reminder than to later recall and search for that information on an educational platform. By bringing crucial content into the clinical context – through apps, or context-aware digital assistants – we meet HCPs at their “moment of need.” The result is two-fold: HCPs engage more with the content (because it’s convenient and relevant to the immediate task), and patients benefit from more informed decisions.
For life sciences companies, this means that strategies like clinical decision support tie-ins and on-demand mobile resources are not just buzzwords but proven ways to increase the reach and impact of their educational content. The easier it is for an HCP to access information in the moment, the more likely they will use it and trust it. In turn, this sustained engagement helps reinforce proper product use and guideline adherence over time.
Aligning with HCP Preferences at the Point of Care
Modern HCP engagement is as much about how you deliver content as what you deliver. Today’s clinicians exhibit clear preferences in how they consume information. Notably, they increasingly favor digital, on-demand channels over traditional in-person communication.
Recent analyses show that the UK (along with similar markets in Northern Europe) has one of the lowest preferences for one-on-one face-to-face sales rep visits among HCPs, instead leaning towards remote and digital interactions . This trend is partly due to strict industry codes and practical constraints, but it also reflects changing demographics and expectations. Younger HCPs, in particular, are “digital natives” comfortable with finding answers on websites, apps, or digital platforms during their workflow. Even older clinicians have grown accustomed to quick online searches or clinical apps on their smartphones to get information on the fly.
For industry content to resonate in this environment, it must be tailored to HCP behavior and delivered through the channels HCPs actually use in practice. That means optimising content for digital consumption: mobile-friendly medical reference guides, easily searchable web portals, concise email updates, and integration with commonly used tools (like clinical reference apps, hospital intranets, or prescribing software). In fact, the preference share for online resources by HCPs has been rising steadily in the UK over the last few years, even as other countries saw digital engagement plateau. This indicates that healthcare professionals are increasingly open to (and even expect) valuable content to be available via websites or online platforms in real time.
Meeting HCPs at the point of care also requires understanding their workflow. A GP in a busy NHS clinic might prefer a quick 30-second infographic or bullet list of key device usage steps embedded in their clinical software, rather than a lengthy PDF delivered elsewhere. A hospital physician might appreciate getting an automated email or notification about a new guideline only when it becomes relevant to a patient they are managing (for instance, an update on a device recall when they open that patient’s record). Tailoring engagement means using data and insight about HCP needs – for example, knowing that many UK clinicians favor the British National Formulary and local guideline websites as go-to references – and ensuring your content is present and prominent in those preferred touchpoints. It also means timing communications to when they are most useful, such as providing a how-to video or decision flowchart at the launch of a new medical device, or offering interactive e-learning modules that clinicians can complete during gaps in their schedule. The key is aligning with HCPs’ natural habits. If they gravitate toward peer networks or professional forums for certain information, an industry partner might participate in those forums with expert commentary. If they rely on an app for quick calculations, integrating product-specific calculators or reference values into that app can be highly effective.
Ultimately, HCPs value content that is relevant, credible, and convenient. By respecting their time constraints and integrating into the channels they prefer, industry can increase the likelihood that educational or product information is not only received but actually absorbed and put into practice. Modern engagement is a two-way street – listening to how clinicians want to engage is as important as pushing out the message. When done right, tailored content delivery at the point of care builds trust and encourages HCPs to seek out and welcome industry-provided knowledge as part of their routine.
Conclusion
The way healthcare professionals seek and consume information is evolving, especially where digital access and on-demand knowledge are increasingly the norm. For life sciences companies and medical educators, the mandate is clear: provide high-quality, up-to-date clinical content, but do so in a way that fits the busy clinical workflow. Industry-provided education on therapies and devices is indispensable for safe patient care – yet its true value is unlocked only when that information reaches clinicians at the right moment. By embedding knowledge into HCPs’ daily practice and aligning with their preferences, we ensure that crucial insights are not lost in the shuffle. Instead, they become a natural part of the care process. This approach not only drives significantly higher engagement (as usage data shows) but also supports better clinical decisions and outcomes. In an era of information overload, the winners will be those who deliver the right knowledge to the right person at the right time. By meeting HCPs where they are, we empower them to deliver the best possible care – and that, ultimately, benefits everyone in the healthcare ecosystem.
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