How to best use Script Generation Media in Digital Pharma Marketing

The ultimate objective of any life sciences brand is to drive more prescriptions or ‘script generation’. However, the process to achieve the desired outcomes isn’t cake walk. For the longest time in the history of pharma industry, marketing to HCPs was done via a representative physically approaching physicians to explain the benefits of prescribing his drug. However, after the pandemic, virtual exchanges over digital platforms have been replacing physical communications to take the centre stage.?

Today targeting the right healthcare professional (HCP) at the right time requires marketers to thoroughly understand the online journey of clinicians and communicate specific messaging to the prescribers when they need it the most. Let’s look at ways in which marketers can make more impactful and meaningful exchanges with HCPs for enhanced script generation.

Choose the medium wisely

It has been observed that marketing campaigns that target HCPs outside their professional arena, lose the timeliness and relevance to support the care of a patient.

The transformation of digital messaging efforts cultivated a path to connect with the HCPs via point-of-care (POC) networks. Hence, with a focus on script generation media, marketers must place contextual messages during a provider’s workflow to get the maximum outcome. When reaching physicians on POC mediums, life sciences companies get an opportunity to gauge a physicians’ writing behaviour, relevance of their drug to the patient (depending on the ailment) and serve informative messages about drugs to provide better care to the patient.

Tap the right moment

The idea is to make messaging around your brands reach your target HCP and make it a part of his script. As the use of electronic health record, e-prescribing, and telehealth systems form a significant part of the HCP virtual workflow today, it is best to tap the space for script generation in a timely yet persistent manner.

Most believe that HCPs are completely engrossed and determined in providing the best care while seeing their patients. Hence, it is at this time that repetitive flash of relevant messaging, that resonates with the patient’s treatment, can prove to be most impactful and relevant to the HCP, increasing the possibility of the script to be written.

If an HCP is at a decision-making stage during his workflow and sees a messaging from a life sciences brand, he/she is likely to develop a top of mind recall for the brand. This increases the chances of the brand’s medicine to be prescribed by the HCP in either his current session or in the near future.

?Know the future

While the online marketing landscape is continuously evolving, it is certain that script generation media will be the future of virtual communications with HCPs. Gradually and ultimately tailored messaging around the advisable brands for patients’ management, will better support the education of HCPs while optimizing marketing efforts to increase awareness for a brand’s drug.

?As data analytics will grow and dictate the high impact moments for a campaign, trigger-based messaging solutions will become a focal point for marketers to deploy script generation media during ideal moments of the prescriber’s workflow. Marketers will be leveraging data-driven insights from script generation media exchanges to better foster interactions with HCPs, on suitable treatments for patients, during the decision-making moments.

?It is when virtual exchanges with prescribers are centered on the well-being of the patient, that the elevation of script generation media enhances the dialogue around medications, between the physician and the patient.