MyTherapy Campaign Engine: Powering Pharma’s Patient Education & Activation Content Campaigns

Read how our MyTherapy Campaign Engine helps pharma reach its target audience for patient education and activation campaign, while adding a unique layer of verification that ensures pharma gets the most value from its?budget

+++ Are you a numbers person??Check out our new “Fact of the Month” Newsletter ?and receive an exclusive quantitative insight generated from our user base right into your inbox +++

• Pharma’s patient education and activation campaigns fail to target the right audience accurately, meaning pharma pays for irrelevant clicks
• A lack of insight into user behavior after the click means pharma gains little knowledge of whether campaigns achieve the desired aim
• Our MyTherapy Campaign Engine has been designed specifically for pharma campaigns, helping pharma make the most out of its budget

Patient education and activation campaigns play a key role in pharma’s patient engagement strategy, but reaching the intended target audience and verifying the impact of a campaign are significant barriers. This is why we developed our MyTherapy Campaign Engine.

Why Pharma’s Campaigns Fail to Hit the Mark

Reaching the right target audience is fundamental to the success of any marketing campaign and, while pharma’s patient education and activation campaigns are not strictly marketing, the same principle applies. The problem for pharma is that the target audience for such a campaign typically consists of people living with a specific disease or taking a particular drug, which makes for relatively small and very specific audiences. Not only are these audiences small and specific, but they are also based on characteristics that are not typically used for targeting on marketing platforms.

As a result, pharma’s campaigns are often aimed at much broader audiences in the hope that some people within the target audience are in among those exposed to the campaign.

This scattergun approach towards targeting is obviously inefficient.

To make matters worse, there is little way of verifying how many people targeted by the campaign are genuinely those of interest to pharma. Unlike an e-commerce business, for example, where purchases are clear ‘conversions,’ the target audience of patient education and activation campaigns are rarely expected to perform an action that can be tracked as a conversion. As a result, most agencies charge pharma based on metrics such as click-through rates (CTR) and cost-per-click (CPC). This incentivizes agencies to maximize those metrics, regardless of?who?is actually clicking.

The result is a content campaign that fails to reach patients with great accuracy and a structure that means pharma pays for clicks from individuals outside of the target audience, while failing to verify whether education and activation campaigns achieve their desired aims.

Speak to us about using our MyTherapy Campaign Engine to power your patient education and activation campaigns Book a meeting

Using Our MyTherapy Campaign Engine for Education and Activation Campaigns

The issue of effective targeting has been a common theme in discussions with our pharma partners; it is clearly a source of frustration for those wanting to engage patients with education and activation campaigns.

We have, therefore, developed our MyTherapy Campaign Engine to meet the specific needs of pharma, making use of the unique tools at our disposal.

On the one hand, we can build retargeting audiences based on pages viewed on our MyTherapy website, which contains a plethora of disease- and drug-specific content. Additionally, we can push content to selected groups within the seven-figure userbase of the MyTherapy app, such as those with reminders scheduled for certain medications or running one of the disease-specific modules available within the app.

To read the rest of this post and learn how our MyTherapy Campaign Engine can help you run successful patient education and activation campaigns, click here .