Kamya Elawadhi
Vice President

Here is the pressing issue: healthcare practitioners (HCPs) are getting busier by the day leaving little or no face-time for representatives of pharmaceutical companies. What does this mean for pharma marketers? Do they need to reinvent the wheel to achieve better communication? Yes and no.

If we were to see through the lens of a HCP, considering their busy schedules, an idea of good communication would include useful, succinct and easy to consume materials rather than the typical product brochures. So, where do the HCPs go to find such easy to consume content? You got it; the digital media.

Pharmaceutical companies who are sweating it out on digital platforms (and getting it right) are reaping good rewards. If you are a pharma marketer and engaging with HCPs digitally is on your bucket list then you have landed on the right page. Let’s get started with a few hcp marketing tactics that you should apply to engage with busy HCPs.

Understand the physicians

Clinical data isn’t the only deciding factor for physicians to prescribe a particular drug. There are several other factors such as clinical protocols, the price of the drug and the type of patients to whom the drug can be prescribed. In order to get all this information, physicians are shifting to a broader array of information sources, especially online sources. Catering to such information needs would require pharma marketers to identify and profile HCPs by their demographics (age, specialization, geographic location), activities and content consumption behavior. Digital technology such as the Espyian AI engine integrates with live databases of HCPs and helps in identifying an individual HCP and creates their unique profile.

Create impactful content

Videos and case studies rule the roost when it comes to impactful pharma marketing. Here are four reasons why.

They don’t beat around the bush – Videos and case studies are short, to the point and focused on the important information. There is a logical flow which starts with a problem statement and arrives at the end-result which all physicians appreciate.

They are convenient – For all the time-starved physicians, videos and case studies come as an easily consumable form of content which they can watch/read at a convenient time.

They enable better retention – Research shows that videos help viewers retain 95% of the message as compared to 10% in the case of plain text. Case studies with pictorial representation of process/results also contribute to better retention of information.

They build trust – Videos and result-oriented case studies lend credibility to any claims that a marketer might make. The content presented in such a format is well-organized and less confusing for physicians, thus winning their trust.

Focus on the funnel

Any digital strategy that performs well has a particular focus on the funnel. The core of a pharmaceuticals marketing strategy should be dynamic messaging that becomes increasingly personalized as an HCP moves down the marketing funnel. Such sequential communication is easy to execute with powerful AI engines such as the Espyian which enable marketers to control the time taken to convert a HCP.

Optimize and track your marketing efforts

This is where pharma marketing on digital platforms truly pays off. With tools such as programmatic media buying, marketers can track the returns for every dollar spent. With self-service platforms like Doceree, marketers know whom they are targeting, on which channels, how often and can track the result of all their marketing efforts in real-time. It also helps pharma marketers to optimize both their content and costs.

About Doceree

Docere​e is the world’s 1st Ad exchange for branded Healthcare Professional (HCPs) advertising. Powered by ​Espyian,a proprietary HCP validation engine that identifies and precision targets over 1 million* physicians across the United States for non-personal promotion and personalized experience.

Kamya Elawadhi

Vice President

The walled gardens of large publishers often leave small-and medium sized publishers at a disadvantage to monetize their operations. However, smaller statured organizations on the sell-side can utilize programmatic marketing platforms to gain the benefits of data analytics to more effectively manage the content experience and monetize their inventory on a global scale. In the healthcare sector, publishers can gain insights on generating premium inventory by aligning with a digital partner that raises the value of their inventory by connecting their portfolio via a global network of advertisers and media agencies.

Monetize premium inventory on a global scale

Monetize premium inventory on a global scale

Healthcare publishers are challenged to achieve consistent revenue flows when opposing large players on the supply-side. By partnering with an integrated platform, less renowned publishers are empowered with a greater reach of audiences with the solutions to introduce their inventory across global markets to advertisers and media agencies in the space. Further, the format of content and type of messages can be optimized to scale worldwide and increase impressions to garner a premium price and sell inventory faster. While portions of communities around the world may not have been accessible with an undersized sales team, a digital network of endemic publishers expand the opportunity to reach a wider network that will increase bidding and raise inventory rates.

Maximize global rates with first-class identification solutions

By collaborating with an integrated platform that connects publishers with global audiences, the smaller-sized companies on the supply-side are no longer at a disadvantage in the market. Marketing budgets for pharma and healthcare companies represent some of the most significant bids during campaigns. Within this very niche category, brands are willing to pay a premium to connect with their target audience. Therefore, access to Doceree’s AI-powered identification solution, ESPYIANTM, equips publishers to better contend against their larger competitors with the ability to implement data segmentation and analytics to identify behaviors and engagement preferences. With those insights, publishers are able to raise their inventory rates by providing their advertising and media partners will a more effective channel to reach and connect with their target audience.

Manage inventory across digital platforms on a single interface

Publishers need to maximize their reach across all digital properties to audiences worldwide to compete with more established publishers. With a programmatic marketing solution, such as Doceree powering a publishers’ inventory, sell-siders have access to a platform that enables them to integrate multiple websites and messaging slots on a single interface to effectively manage their inventory. In addition, Doceree’s dashboard provides real-time data analytics for publishers to monitor and control the performance of their messaging formats to maximize the ROI of campaigns. Therefore, the dashboard educates publishers on the behavior of physicians to instill their team with insights that will drive higher inventory rates for future partners.

With the advancements programmatic platforms can garner for small-and-medium sized publishers, the technologies can reduce the lead of larger operators in the space. By putting forth investments towards a digital platform that supports endemic networks, publishers can have their budget garner a greater reach worldwide that will positively impact their bottom line.

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.

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.

Kamya Elawadhi
Vice President

Marketing is all about creativity. It is about how one can align their products and services with that of the target market. It is about acknowledging the need and planting that desire for sales to happen. Since healthcare marketing is quite different from the usual, conventional, consumer marketing, it had been a little difficult initially to navigate the entire sales process in this arena. Nevertheless, pharmaceutical companies always found one way or another to squeeze in some time into the schedule of healthcare experts. It sure has been difficult to grab the attention of doctors this way because even after meeting them, their routine does not allow for a proper conversation or a response that the pharmaceutical companies expect. So, here question arise how to market to physicians?

However, today, marketing to doctors is not that great a challenge anymore. Digital Marketing offers new methods and ideas that are continuously evolving for advertising to doctors, and fortunately, they seem to be working well enough. Here are five reasons why:

Online Content

Using online platforms like Doceree’s to showcase products and services via good content is a great way to turn some heads. Adopting the digital way basically allows pharma and medical companies to engage doctors in their free time. This way, medical and health professionals can give proper attention to what they are reading and take actions accordingly. Digital marketing to doctors is a great way to share some good educational content – it can include information on how the products or drugs work, why they can be helpful, and the kind of results that can be expected from them.

Email marketing

Accurately targeting Physicians is what happens on Doceree’s platform, and since it works on a global scale just for doctors, the traction is equally good. Email marketing has turned out to be one of the most preferred modes of communication for doctors and healthcare professionals. In fact, they prefer it more to receiving mails directly, or being visited by sales representatives from pharmaceutical companies. This is because it is quite difficult for them to take out time from their busy schedules. Further, emails today also happen to be the best way to inform medical professionals about new products, medical technology, and matters related to the healthcare and pharma industry.

Information and Education

HCPs cannot be convinced with bare minimum information or data regarding a drug or a product. For persuading a medical professional that a particular product is worth their time and attention, extensive information needs to be given and all of it can be done via a single interface that that of Doceree’s. Often, several stakeholders are involved when it comes to making the final purchase decision. Therefore, providing a clear picture of how a drug will work, how it will help an individual, the clinical data associated with it – all these factors will play a crucial role in the convincing part of the strategy. HCPs also appreciate proper and detailed information, and hence, they like medical educational programs with respect to drugs and devices.

Programmatic marketing

Digital marketing and advertising today are mainly driven via big data, insights into customers’ behaviour on online platforms, and analytics. Doceree offers a combination of programmatic marketing platforms such as DSP, SSP, etc. so that all the requirements of the involved parties are looked after under one umbrella. Proper programmatic marketing, emailing or advertising can help streamline the target audiences for Physician digital marketing automatically and control the display ad purchases. This method traces the research trends of customers online to present ads to them as per their requirements keeping the opportune timing in mind.

Mobile marketing strategies

Doctors and healthcare professionals are on their toes all day – either they have to take care of appointments or scrub in on surgeries or just take some time off to rest. Amidst all this, it is difficult to spend time in one place. Therefore, it is not easy to make a doctor sit and listen to a pitch. This is where mobile marketing strategies come in – advertisements and messages go wherever the HCPs go. Having websites that are responsive on phones are essential. This is where programmatic email marketing comes in as well – not very time consuming, but enough to grab one’s attention.

Transparency

One critical reason as to why pharma companies have been reluctant to go digital is because of non-transparency of doctor reach and results. Thanks to Doceree’s AI-enabled dashboard, marketing to Physicians is ensured, that too with real time updates on media campaigns. It offers full transparency apart from also increasing the efficiency for better, optimal marketing – that is, reaching out to prospective HCPs and also getting immediate results that can be tracked and tallied. This clears the path for implementation of future campaigns.

The markets today are very competitive and the pandemic has only made it more difficult for pharma companies to engage in the traditional forms of engagement and sales. Digital marketing is the fastest growing solution today, and the pharma industry is slowly making the switch – which will definitely bring in benefits in the future.

For more information on how one can effectively engage in Physician digital marketing, click here !

Kamya Elawadhi

Vice President

The past 8 years have seen a rise in Point of Care platforms being used for marketing purposes by Pharmaceutical and Life Science brands. This includes messaging throughout the EHR workflow, ePrescribing, Telehealth, and secure messaging platforms.

In a few cases, these were platforms offered to Physicians free of charge or at discounted rates that were supplemented by the advertising revenue. However, today this has expanded to include paid platforms as more and more Physicians are looking to get as much of their clinical information from one place. There are more than 650 Point of Care platforms in the US, and more than half of these currently accept Pharma-sponsored messaging.

Platforms that currently do not offer this type of outreach to Physicians offer many of the same reasons for not placing messages, including:

  • Concerns their platform would look less professional
  • Concerns that Physicians may feel Pharma is forcing products on them
  • Concerns that these messages may distract the Physicians from their work
  • Concerns around privacy and legality

Despite these worries, Point of Care platforms can be rest assured that all of these concerns can be addressed.

Dealing with distractions effectively

Messaging placed in Point of Care platforms follow strict guidelines to ensure they don’t distract and make the platforms look like a blog or news site. In addition, click to action (CTA) will very rarely take a Physician outside the platform and away from their patient care.

Physicians at all times Pharma Brands’ priority

Pharma is not trying to force their products on the Physicians and will never tell them what to do or question the work they are already doing. These messages are designed and written only to inform and educate about new products, new indications, or provide disease awareness. In some instances, these messages can provide copay cards or coupons in order to help get patients onto therapy and make them remain adherent to their prescribed treatment.

Addressing the legal apprehensions

Legal concerns can easily be put to rest by providing updates to the End User License Agreement (EULA) as well as providing Physicians opportunities to opt out of the messaging on a platform, brand, or manufacturer level. At no point are patient or Physician details provided to the agencies or brands in order to remain HIPAA and GDPR compliant.

The landscape for marketing to Physicians is constantly changing and the more opportunities brands have to precision target the right Physician at the most opportune time in the workflow i.e. when they are seeing the patient, the better for patient outcomes. Doceree has perfected the way brands can utilize Point of Care Platforms for reaching their target audience with a professional look that doesn’t encroach on legal or privacy concerns.

The Point of Care landscape is changing rapidly, and marketers need to find new, more efficient, and cost-effective ways to reach their HCP targets. To learn more about Doceree Point of Care and all of our product offerings, contact Kamya Elawadhi at Kamya.Elawadhi@doceree.com