March 2023 DHC Newsletter - The Digitally Led Landscape
FEATURE: DIGITALLY LED LANDSCAPE
At the March DHC Summit, hosted with Sanofi, North Highland’s Amy Turnquist led a discussion with GSK’s Geoff Nocar (Lead, HCP Experience), Essence Nixon (Director, Enterprise Field Effectiveness), and Crispin Hallam (Head, Enterprise Operations) on lessons they’ve learned while working together to elevate HCP experience through a digitally enabled field strategy.
ADDITIONAL FEATURES
Could ChatGPT Transform or Hurt Healthcare? - Via Sermo
Since its release in November 2022, ChatGPT has experienced enormous momentum and an exuberant social media following. But will it be the next big thing in healthcare? Or will it endanger patients and disrupt physicians?
The Doctor Will See You Now - via North Highland
The days of unscheduled drive-by meetings are all but over for pharmaceutical sales and marketing organizations. Healthcare provider (HCP) preferences have changed, and tolerance for unscheduled visits is decreasing. In response, pharmaceutical companies must redefine the field rep role and how data is used to place HCPs at the core. This means collecting, integrating, and activating value-add data, on-demand and through the right channel, to better connect with HCPs now and in the future.
Industry voices: Leveraging Digital Point of Care Throughout the Product Life Cycle - via Phreesia
While point of care has traditionally been considered a “reminder channel,” or a final touchpoint to reinforce mass-media messaging to patients before their doctor’s appointments, it can achieve so much more. Digital innovations, coupled with the channel’s proximity to crucial doctor-patient conversations, have expanded its use cases and it now offers opportunities that range from boosting disease education to supporting product launches and promoting patient support programs, among other key capabilities. This new Phreesia report features insights from six industry experts on how to effectively use point-of-care marketing across various stages of the patient journey and product lifecycle to maximize its impact within your omnichannel media strategy.
Disease State Education - Creating a Strong Foundation for a Successful Launch - via Underscore Marketing
Unwrap Underscore's case study on how to use nuanced, DSE-based HCP data to progress from Day 1 awareness to proactive HCP segmentation for effective branded campaign launches.
Key takeaways include:
- Understanding the benefits of DSE from a media perspective and how it filters into both branded & unbranded activities
- Uncovering the nuances of different unbranded campaigns and decide which fits your product best
- Making an ideological shift: Moving from conversion-focused linear marketing, to finding and honing the right audiences.
Avoiding Surprises in Transitioning Wellness Products to Software as a Medical Device - via ZS
As organizations shift toward a digitally led model, many successful programs will need to transition to digitally-enabled products. This article gives teams simple steps to ensure a successful migration of wellness programs to software as a medical device (SaMD). These pointers help ensure quality and speed up time to launch.
Get in the CTV Game with Sharecare - via Sharecare
The streaming revolution is here, and connected TV (CTV) is taking the lead as the fastest-growing video advertising platform. With 94% of U.S. households reachable via CTV ads, it's time for pharma companies to take advantage of this opportunity to reach their audiences where they are. That's where Sharecare comes in. Sharecare is a company that activates patients to take desired actions when it comes to their health. With over 115 million members profiled for health condition data, Sharecare is uniquely positioned to connect pharma brands with patients wherever they are and however they are consuming media digitally. But it's not just about the reach.
Why Personalizing Your Message to the Point of Care Matters - via Patient Point
Learn insider tips from creative experts. We’ve compiled key insights and best practices for creating tailored messages for the point of care to maximize your impact and promotional performance.
UPCOMING DHC SUMMIT
MORE INDUSTRY INSIGHTS
Healio Strategic Solutions’ Anatomy360 - via Healio Strategic Solutions
Healio Strategic Solutions’ Anatomy360 is an innovative 3D animation solution that offers a high touch, high engagement experience tailored to each brand’s needs. Physicians can listen, zoom and interact while navigating the virtual human body. Engage your target audience with customized content designed to move physicians through information surrounding disease awareness and understanding, drug MOA and specific surgical techniques.
4 Keys to Unlock Programmatic Campaign Success - via Syneos
The pharmaceutical industry is increasingly incorporating programmatic media into their marketing plans, especially with the shift from multichannel to more customer-centric omnichannel strategies. In a recent report from a leading DSP, 69% of US pharma marketers prefer programmatic marketing for improved healthcare provider (HCP) reach with five out of 10 dollars in digital budgets being earmarked for this type of marketing. And in this same report, programmatic media saves time and increases return on investment (ROI): it requires 1/10th of the time to execute versus manual campaigns and demonstrates a 2x opportunity to earn revenue over non-programmatic digital campaigns. Bottom line: incorporating programmatic media into a digital marketing strategy saves time and money while demonstrating a strong ROI against key performance indicators (KPIs). Our seasoned team of healthcare programmatic experts at Kinetic identified four keys to unlocking a successful healthcare programmatic media campaign as part of your marketing strategy.
In Pharma, Audience Trust Matters More Than Ever - via Healthline Media
In our Ad Age article, How to redefine trust for today’s health and wellness audience, senior VP of marketing at Healthline Media, Kate Gallagher, explores what all health marketers — including pharma — need to do to build consumer trust and loyalty.
OptimizeRx’s EHR Network: Insights from Therapy Brands' Danny Shipman - via OptimizeRx
OptimizeRx and our network partners are working together to help marketers navigate the market with transparency and provide a better understanding of how delivering resources directly in the EHR enhances the physician workflow and supports quality care delivery. NewCrop, Therapy Brands’ EHR-based e-Prescribing platform, has been part of the OptimizeRx network since 2019. Learn more about how this partnership helps life science brands support and engage HCPs directly in the EHR workflow.
Metaverse + AI = Perfect Together - via Eversana Intouch
Are you hearing that AI is the future, and the metaverse is “over”? So are we, but here’s the thing: the former can be true without the latter being true too. It's important to remember that AI and the metaverse are not an "either-or" decision, but rather a "both-and" situation. AI and the Metaverse are two powerful technologies that can be used to create a truly unique and engaging virtual world.
Getting Started with Modular Content - via Veeva
Read tips for how to get started with effective modular content implementation in this blog by Alexis Cohen of Veeva. Additionally, if you’d like to learn more about content effectiveness and delivering commercial excellence, join life sciences professionals at Veeva Commercial Summit, May 2-3 in Boston.
HCP Sentiments on Diversity, Equity, & Inclusion Content | 2022 - via MedPage Today
MedPage Today wanted to better understand HCP's perspectives on health-related Diversity Equity & Inclusion (DEI) content as it relates to how it impacts their practice, overall importance, and the pharmaceutical industry’s responsibility to provide resources. We surveyed 335 verified MedPage Today healthcare professionals on their sentiments and expectations and the results might surprise you. Plus, a diversity-focused case study focusing on a custom campaign testing HCP's engagement using patient profiles representing the general market vs one that was more closely representative of their real-life patient demographics resonates.
Webinar On Demand
Social has become a serious landscape for HCP’s professional and clinical engagement as well as a principal medium for communicating with patients and caregivers. Getting targeting, engagement and reporting right is critical for brands. LiveWorld and Sermo co-host this webinar, providing an expanded look at newly released research of pharma marketers and HCPs, exploring who, how, when, and why HCPs use social media for professional and clinical purposes.