What comes to mind when you hear the word “reach?” A target KPI? An audience? Or something else? 

“Reach” has become something of a buzzword. Brands are constantly chasing more impressions, broader exposure, and higher numbers. But when it comes to engaging healthcare physicians (HCPs), bigger isn’t always better. 

A recent article from MM+M underscores the current challenge: HCPs are digitally overwhelmed. Between EHRs, patient portals, continuing education, and brand outreach, physicians are flooded with information from every angle. The article notes that HCPs are “overloaded and underwhelmed” by the volume of digital touchpoints they experience each day, resulting in shortened attention spans and reduced engagement with pharma content. 

But here’s the thing: 26% of HCPs prefer content around brand/product awareness, which makes this the top content category preference, according to an Indegene survey mentioned in the article. This indicates that it’s not that HCPs don’t want to hear from brands. They just want to hear from brands in the right context, at the right moment, and on platforms they trust. 

Not All Reach Is Created Equal 

Advertisers know this intuitively: a relevant ad placed in a relevant environment outperforms a generic one every time. But when you’re marketing to busy HCPs, context isn’t just helpful, it’s critical. 

Think of your brand’s message as a signal. In the crowded digital landscape, weak signals get lost in the weeds. But when your message appears where physicians are actively paying attention, the signal is loud and clear. 

That’s what we offer: direct access to an engaged audience in a format they look forward to, during the time of day they’re primed to engage. 

A Trusted Channel Makes All The Difference 

At BulletinHealthcare, we believe in flipping the script. Instead of chasing massive reach (although we do reach nearly 1M+ HCPs daily!), we focus on qualified, high intent audiences: HCPs who receive our daily email news briefings on behalf of our medical association and institution partners. The briefings are a core member benefit, which offers three key advantages: 

• 100% Vetted Audiences: Every recipient is a verified HCP, a member of one of our top medical association partners. There’s no guesswork about whether your message is reaching real clinicians. 

• High Engagement: Our daily briefings are a valued resource and not just another newsletter. HCPs opt in to receive them and routinely cite them as a top member benefit. That translates to open rates that significantly outperform industry averages. 

• Trusted Context: Because our briefings are sent on behalf of medical associations, your brand appears alongside curated clinical news and updates from a recognized sender. This trusted environment elevates both visibility and credibility for your brand. 

A Better Approach To Media Planning 

The bottom line is that reach is about much more than just metrics. It’s about meeting HCPs where they are and with content that earns their time and attention. Instead of asking, “How many HCPs did we reach?” start asking, “Did we reach authentic HCPs, at the right time, and in a channel they trust and engage with?” When audience trust and context is prioritized, your brand’s message goes even further. 

Want to learn more about how your next campaign could perform with an audience that’s paying attention? Let’s talk about how BulletinHealthcare delivers daily value to HCPs and how your brand can be a part of it today.