Text-Based Programmatic Ads in Rx Drug Marketing

Preetha Vasanji

SVP & MD (India)

Pharmaceutical companies face many extended time gaps in implementing their digital ad campaigns because they have to go through several layers of approvals before getting the final thumbs up. The Pharma industry is a regulated space, and having shifted to the digital medium, there are many hurdles that these companies have to face prior to successfully implementing their healthcare marketing strategies.

The global network of physician-only platforms, Doceree, launched text-based programmatic ads to help with this matter. With the vision of making Rx drug marketing more efficient and effective, Doceree’s primary aim of launching this product was to slice through the uncountable approvals, create an environment that supports digitalised healthcare ad campaigns and speed up the implementation process. Compared to the other industries, the pharma industry has been rather behind in terms of making gains by going digital, and Doceree wants to help these Rx drug brands adopt digitalisation globally.

Visual content increases approval time

The approvals that are required take a considerable amount of time to come through, which is what delays the digital ad campaign process. To add to the already-present levels of approvals, if there is visual content in the advertisements, it takes even longer. This is because factors like logo placement, colour coding and scheming, fonts, headers, etc, are all put under heavy scrutiny and reworked on time and again, until a regulatory-compliant ad is achieved. Further, there are specific branding guidelines that pharma companies have to adhere to so as to get the approval.

How Text-based ads help

To speed up the process of getting approvals and running digital ad campaigns in a much faster manner, text-based programmatic ads offer a very practical solution. They do away with the visual aspect of the campaigns and improve the time scale of the implementation process. Ultimately, it helps in facilitating easier optimisations which lead to efficient and effective digital ad campaigns.

Physicians and non-visual info

It is not true that only display ads are sufficient to engage Physicians. In fact, they consume non-visual and scientific information equally well, which is what Doceree took into consideration before launching the text-based programmatic ads feature.

Before coming up with text-based programmatic ads, Doceree had launched programmatic display ads, and it also provided an AI-enabled live dashboard to the pharmaceutical companies who could track their ad campaigns and get genuine results. The dashboard solved the ‘transparency’ hurdle that pharmaceutical companies face on a regular basis. By monitoring their campaigns in real-time, through a very transparent process, they could make necessary tweaks and changes mid-way to achieve better results.

Apart from delivering on their mission of making Rx drug marketing more efficient and effective, Doceree also ensures a regulatory compliant space for pharmaceutical brands. Being able to run digital ad campaigns without the headache of regulations allows Pharma companies to focus properly on their work. With these kinds of evolutions, pharma companies can now target physicians with unrivalled accuracy and get more meaningful results from their digital campaigns.

Ways Point of Care Networks Can Increase Revenue

Kamya Elawadhi

Vice President

 

Once the COVID-19 pandemic barred in-person interactions for pharmaceutical marketers – Point of Care networks became the star as marketers were quick to adopt a more prevalent approach to advance digital marketing efforts.

As pharma marketers were required to become more reliant on digital structures to connect with physicians, publishers need to continue the digital momentum and capitalize on the valuable opportunities Point of Care networks create to reach physicians. As the marketing landscape evolves, Point of Care networks such as EHR, eRx, telehealth and secure messaging platforms, have become effective digital channels, giving them also the opportunity to increase their revenue. But how?

Monetize precision targeting

Personalized content is king for publishers to empower partners to more effectively engage physicians. When marketers share messages with physicians via Point of Care platforms, the use of personalized content garners the greatest impact. Whether it’s a communication to raise awareness about a disease or a new indication, targeting a physician via Point of Care platforms will expose your inventory to some of the highest bidders in the category. As publishers introduce solutions for pharma marketers to share messages with physicians about a diagnosis, prevention method or treatment option, what ensues is a digital medium that raises the value of their inventory to engage a sought-after target audience.

Raise awareness with physicians to drive inventory sales

The patient experience is the top priority for physicians. In order to inform physicians about the latest materials, healthcare brands benefit from aligning with Point of Care publishers that have the capabilities to present messages that resonate with physicians while treating a patient. In those platforms, physicians are in learning mode towards the patient’s needs and provide ideal moments for pharma marketers to share messages at premium rates. In addition, it’s a significant asset for publishers to employ a solution like Doceree’s Point of Care platform to deliver messages to physicians that aren’t a distraction for them and capture the opportune moments for pharmaceutical brands to connect with physicians. Further, Doceree’s AI engine – Espyian – identifies favorable times to communicate with physicians, so publishers can sell inventory faster and at premium rates.

Compliant and non-coercive messages to reach physicians

Regulations are synonymous with the healthcare industry and are strictly enforced with physician communications. Point of Care publishers have to abide by those industry requirements to share messages that reach physicians that are both helpful and informative. Marketers should never integrate a platform into their campaign that will disrupt the physician’s experience – an area Point of Care publishers understands when physicians are receptive to pharma marketing messages. So, it’s critical for messages to be presented to physicians in a non-coercive manner, while still ensuring the message is acknowledged. Doceree equips publishers with a programmatic platform that is industry compliant to ensure physician communications adhere to the latest regulations to optimize engagement about the latest details about disease awareness, treatments, products and more.

Increase Point of Care network sales with more efficient campaigns

In 2020, the healthcare and pharmaceutical industry spent more than $9.5 billion on digital advertising Therefore, the adoption of more digital marketing efforts during the COVID-19 pandemic has led publishers to enrich pharma marketing campaigns with more efficient methods to engage physicians. Instead of in-person meetings between physicians and pharma representatives, Point of Care messaging platforms present an opportunity for publishers to replace these in-person interactions with programmatic solutions that can be managed under a single interface. The embrace of digital methods empowers publishers to align with programmatic partners like Doceree to raise efficiency when offering inventory to target physicians with messages in a more cost-effective manner that will drive sales across Point of Care networks.

To learn more about Doceree’s Point of Care platform and all of our product offerings, contact Kamya Elawadhi at Kamya.Elawadhi@doceree.com.

Benefits of Using a Point of Care Network to Engage Physicians

Kamya Elawadhi

Vice President

Last week, Doceree launched the first programmatic platform in Point of Care messaging to bolster efficiency and effectiveness in Physician marketing. When executed properly, Point of Care messages empower pharma brands to increase engagement with Physicians.

With Doceree’s Point of Care platform, messages are placed within our network that is native to the healthcare market, which garners greater results for pharma marketers.

A trusted target audience of Physicians to reach

Physicians have to login to have access to Point of Care networks, which verifies their identity for pharma marketers to target with a message. When working with non-endemic platforms, marketers are faced with bots being on the receiving end of messages, which can have a negative impact on RoI for the campaign. However, with Doceree’s platform, pharma brands have confirmation that their messages are reaching their target while they are tending to patients.

Context and relevance are vital for messages to raise awareness

Point of Care networks cultivate an opportunity for a seamless marketing solution that doesn’t take a Physician’s attention away from focusing on a patient. The opportune time to deliver hyper personalized messages are while the Physician is communicating with the patient. It ensures targeted information is made available to the Physician while documenting, diagnosing, and prescribing for the patient. With Doceree, the messages are placed within the context of the platform to not disrupt physicians from the task at hand and without forcing messages where unwarranted.

Physicians are attentive during patient interactions

Whether it is an interaction during EHR workflow, e-Prescribing, Telehealth or responding to a patient via a secure messaging platform, Physicians are most attentive towards beneficial options for a patient while in the office. During these various points of communication, healthcare professionals (HCPs) are focused on the screen to inform and guide patients. The content delivers insights to spread disease awareness or specifics about a new product, during opportune moments when a Physician’s level of alertness towards medical content is at its highest. Marketers that deliver relevant information to Physicians during these moments raise their likelihood to engage with the Physician about their treatment or disease.

Doceree is evolving with more efficient and effective ways to connect with Physicians across the Point of Care landscape. To learn more about Doceree’s Point of Care platform and all of our product offerings, contact Kamya Elawadhi at Kamya.Elawadhi@doceree.com.

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