Daily Dispatch By YourStory | Monday 31st May 2021

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Pharma Campaigns are Boosted with Solutions to Measure KPIs and Track Audience Metrics

Stephen Hoelper

President- North America

Pharmaceutical brands can create and deploy a marketing campaign, but without the proper KPI measurement and tracking technologies, the true benefits and outcomes of the initiative will not be revealed. A company shouldn’t overlook to establish the prime objectives of marketing efforts, since tracking the success and challenges are valuable insights that will shape future plans. By aligning with a partner that offers solutions that effectively tracks the impact of interactions, pharma marketers gain a more complete understanding of the messages, formats and moments that dictate the success and shortcomings of a marketing campaign.

Doceree’s dashboard offers real-time data analytics

With a dashboard organized by audience behavior conversations, Doceree’s AI-powered solution offers pharma marketers real-time data on physicians to provide a deeper understanding of the target audience and how they are interacting with brand messages, along with what digital channel and format receives the greatest engagement rate. Also, just as importantly, the dashboard educates marketers on where their ROI has increased and diminished for campaigns. Further, the ability to monitor the results mid-campaign enables marketers to refine their messages and campaign strategies to raise the success of the communication efforts and minimize the risk of a marketing initiative that falls flat throughout the duration of the project.

Behavioral KPIs are essential

Measuring the behaviors of physicians is crucial to acquiring meaningful physician-level metrics. With the ability to monitor script lift with Doceree, the business outcomes from pharmaceutical messages that were shared with medical professionals presents an overview on the physician journey across digital channels and the content that was able to achieve the coveted results. By acquiring a clear understanding of how physicians interact with the delivered content, the insights will then guide marketers with how to customize messages being shared with physicians during future communications.

AI solutions raise the effectiveness of precision targeting

The ability to track data points attributed to physicians advances the education of pharma marketers. Therefore, aligning with a partner that equips a marketing team with an AI solution that optimizes messages becomes a powerful marketing asset. The resources empower marketers to better recognize their target audience with the ability to analyze and decipher physician behaviors and trends to employ data-supported tactics that enrich the messages that will be of interest to share with the targeted physician.

Point of Care tracking solution

Whether it’s an EHR or eRx channel, when a physician logs in on a Point of Care platform, a relationship can be strengthened by gaining significant knowledge on how the medical professional navigates and uses the digital medium. The NPI level of reporting on platforms affords marketers with the familiarity of where the impressions landed to refine marketing approaches for future efforts. Doceree is able to improve the understanding of the type of communications that will resonate with physicians to embolden the campaign messages that are deployed by brands. With Doceree’s proprietary technology, once a physician registers on a Point of Care platform, then their NPI is matched, which enables pharma marketers to personalize interactions to their target audience to propel results for their marketing campaign.

Knowing the KPIs that the company wants to achieve permits pharmaceutical brands to affiliate with a technology partner that serves as an integral role to deliver the sought-after outcomes for the business. By empowering marketers with the ability to track and measure the behaviors of physicians, digital marketing campaigns can be optimized with the guidance of data analytics to increase the effectiveness and efficiency of communications with their target audience.

Integrated Platform Emboldens Healthcare Publishers to Monetize Global Inventory

 Preetha Vasanji

SVP & MD (India)

Endemic healthcare publishers have been missing out on monetization chances by operating as a standalone entity. With a network-led approach, publishers can increase access to global visitors and boost revenue generating opportunities. A partnership with an integrated platform presents an equal opportunity for publishers of all sizes to increase profits. By providing partners with a comprehensive integrated platform for marketing efforts, sell-side companies are equipped to provide a greater global value on their inventory with a platform that will raise the ROI of digital campaigns.

Maximize the value of digital inventory during a physician’s journey

Healthcare and pharmaceutical brands are some of the highest bidders in the market, so publishers need to align with an integrated platform that enhances the value of their inventory by providing greater access to their target audience. As the focus in the healthcare and pharma industry shifts towards digital initiatives, the insights garnered via integrated platforms throughout a physician’s journey advances the learnings on which messages resonate with this niche audience. By providing marketers with a clearer understanding of a physician’s behaviors on digital platforms, publishers can raise the price of the inventory by placing messages at opportune moments for marketers. Doceree’s platform enriches publishers’ offerings with hyper-targeting capabilities to grow engagement rates for their partners by connecting them with audiences in the format and context that drives communications.

Optichannel capabilities to optimize campaign offerings

Whether it’s banners or videos appearing on digital platforms- publishers must ensure partners have a stable digital footprint that staves off channel fragmentation. With an optichannel approach, healthcare publishers can embolden marketers with the capabilities to reach a physician on an online medical journal, EHR, telehealth platform or another digital channel, while still positioning messages appropriately on the intended online destination. This capacity places publishers as a higher commodity with the power to synchronize messages effectively across the digital ecosystem.

With Doceree, publishers can employ communications via an endemic network to raise the demand in the market to sell off their inventory that will more effectively reach their target audience. With access to insights from a powerful integrated platform, publishers gain the trust from marketers to purchase inventory with the confidence that their marketing messages will reach their audience at the right touchpoint and on the most impactful digital channel.

Enhance inventory placements with AI-powered identity-resolution technology

By investing in a programmatic solution that is powered by AI identity resolution technology, publishers can extend premium prices with the assurance that inventory is positioned in the relevant context that will be of interest to their target audience. In this capacity, endemic publishers can more quickly sell their primary inventory with additional portions of their inventory being sold at an exceptional rate. Further, the support of data sets gained from AI offers a high-quality inventory that elevates the floor for the inventory to ensure it is sold in the market at a competitive price.

Publishers have comprehensive knowledge of their audience, but the alignment with an integrated platform enhances their capabilities to maximize their revenue stream. By advancing marketing offerings via integrated platforms, publishers can better monetize their channel by expanding their audience reach and foster data analytics that will optimize digital marketing campaigns for their global partners.

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