How to Plan POC Messaging Campaign With a Data-driven Strategy

How to Plan POC Messaging Campaign With a Data-driven Strategy



It’s never been more crucial for life sciences marketers to incorporate point-of-care (POC) in their marketing strategy than it is now. Given the changing landscape that has renewed emphasis on optimising engagement activities, it is crucial for marketers to determine whether their brand messages are reaching the targeted Healthcare professionals (HCPs).

Geo-targeting and data integration have helped POC communications to become more sophisticated. It’s no longer about sales representatives giving free samples of novel medications to HCPs. Today, effective POC messaging reaches them in a very tailored manner that influences conversations.
So, how can life sciences marketers truly partner with HCPs to assist them in enhancing patient outcomes? As they care for their patients, brand strategists can provide them pertinent information on POC platforms to better support them.

Gaining popularity, POC messaging has expanded quickly, moving beyond the offices of the HCPs to where they and their smartphones are. Therefore, POC integration into life sciences marketers’ strategy is now more important than earlier.

Brand communication on the POC platform is anticipated to take up a higher portion of Direct-to-Consumer (DTC) and over the counter (OTC) marketing expenses in the years to come as these channels continue to become more quantifiable, targeted, and relevant. There are ways brands can further enhance their POC communication efforts by using a data-driven strategy:

  • Targeted reach: Brands that deploy data-centric planning have a clear knowledge of the kinds of messaging HCPs prefer to see on different POC channels. To elevate future campaigns to raise script lift or product awareness, marketers can invest in gathering useful metrics. Based on the data insights, they can develop campaigns and by adding checkpoints during digital communication, they can assess campaign success. With data analytics, marketers can concentrate on timing, type of message, and its placement on POC networks. With targeted messaging, they can more effectively communicate with HCPs and optimize business outcomes.

  • Precision messaging: Marketers who have access to data-backed insights via an Artificial Intelligence (AI) solution can provide clinician-specific messaging. AI-enabled precision messaging can assist life science businesses in increasing brand recognition and improving HCP’s intent to write scripts while also fostering trust. Additionally, having access to the findings of enormous data insights informs them on subjects pertaining to an HCP’s area of expertise and can be of assistance to them.

  • Trigger-based messaging: To achieve key performance indicators (KPIs), marketers must target HCPs within their clinical workflow when they are most receptive to brand messages on the POC platform. Trigger-based communication will increase the effectiveness of campaigns as brand marketers will be able to target right prescribers on POC channels at the opportune times. Data gathered through the digital actions of HCPs plays a vital role in this strategy as it helps them predict the moments during interactions between clinicians and patients when it is most influential to serve a message with medical information to care providers. As a result, trigger-based messages sent at the right moments can improve the efficiency of the treatment given to their patients while also enhancing the brand’s value through their communications.

By taking these steps when methodically tailoring communicating to HCPs during their online journey, marketers can optimize their campaigns. Innovative resources continue to be introduced, so marketers can evolve their messaging practices and achieve greater interactions with HCPs by integrating the latest technologies in the market that will serve higher quality messages to clinicians within point-of-care systems.

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