Innovations in HCP and Patient Engagement: Takeaways from Digital Pharma East 2024

From Data to Action: Utilizing HCP Insights to Shape Marketing Strategies

PulsePoint Head of Core Clients Keith Matt moderated a panel on HCP engagement that focused on technological advancements in HCP identity management, predictive modeling, and more. Panelists discussed how integrating real-time insights into their omnichannel campaigns is allowing them to think more creatively about how they interact with HCPs.

The panelists were optimistic about the future of HCP engagement. Dan Johnson, Head of Medscape US, expressed his excitement about how granular and precise HCP data is becoming and how much easier it is to use data to create truly personalized targeting.

Brands should leverage their websites’ potential. Although brands are getting more creative when it comes to engaging HCPs, there’s more they can be doing to collect valuable data about physicians through their websites, Ray Rosti, President of Klick Media added.

Despite advancements, some brands are still struggling with gaps in data collection. Clifton Covey, SVP, Group Director, Digital Activation, at CMI Media Group, mentioned data silos and the struggles some brands face to find impactful data points that will be effective for their campaigns when the data is owned by someone else.

Cross-team collaboration is crucial for data analysis. Nadia Khatri, Director of Worldwide Media and Planning, HCP, at BMS emphasized the importance of putting yourself in a curious mindset. “There is value in brainstorming what the data is actually telling you with all your teams, instead of taking it on face value.”

Going for Gold: Innovative Strategies to Engage with Health Audiences Through Sports

The pharmaceutical industry and sports marketers have long worked hand in hand. This panel, featuring Malcolm Halle, Head of Strategic Clients at PulsePoint, explored innovative omnichannel strategies and best practices for integrating sports partnerships into marketing campaigns.

Storytelling has the power to bring consumers together. Max Paulsen, Senior Director of Business Development with the National Hockey League (NHL), recounted the high points of successful campaigns and how they were able to use storytelling to connect with consumers and bring people together for a common cause.

Every sport is unique and can offer different marketing opportunities for pharmaceutical partnerships. When it comes to racing, Aaron Woloff, Managing Director of Business Development & Digital Media with NASCAR, discussed how fan relationships with drivers can have a profound impact on sponsorships, and vice versa.

Sports are inherently emotional, which creates opportunities for marketers. Gozde Dinc, Director of Strategic Partnerships and Innovation, Genentech, noted three important things sports offers that are important to every marketer: emotion, attention, and intelligence.

High-quality data, as always, is crucial for finding relevant audiences. Mark Pappas, EVP of Innovation, CMI Media Group, brought the conversation back to data, acknowledging that no matter how marketers get involved with sports organizations, “it’s important to always go back to the data to pick the right audience.”

Path to Personal: How to Create Personalized HCP Outreach and Drive Impact

Andrew Stark, COO at PulsePoint, led a discussion with experts from PHM and Novartis about how they used PulsePoint technology to create personalized HCP outreach in an omnichannel environment.

Mid-flight data analysis and optimization are key to campaign success. Andrea Palmer, CEO of PHM, discussed how her team has gone from using data and measurement as a point of validation to looking closely at the data to make better decisions and optimize campaigns.

Testing is essential for uncovering the right parameters for your campaign. Katie Ford, Head of US Media at Novartis, discussed how her team focused on real-time optimization, testing and learning as they hit key milestones. “This is really about iterative optimization action,” she said.

Develop effective messaging by better understanding audience engagement. Both panelists agreed that focusing on high-quality creative and messaging is important, but you also have to take it a step further and understand how audiences are engaging with those ads to provide truly relevant and useful content.

The future of the industry is bright. Andrea said that she appreciates the continued improvement in real-time optimization opportunities, and Katie said she sees the potential of AI to further speed up this optimization in programmatic marketing.

Personalization Throughout the Patient Journey Using Analytics, Targeting, and Technology

Becky Hallam, VP of Platform, PulsePoint, joined panelists from AstraZeneca, AllazoHealth, and Novartis to talk about leveraging campaign personalization to better reach patients at various points throughout their health journey.

Effective patient marketing requires more than just number crunching. The panelists discussed the importance of not only gathering data but also understanding behavioral trends and how, when, and where to use data to personalize and optimize campaigns in real time. “There is a whole side of understanding patients that doesn’t come from stats and numbers,” Becky said. “We are challenged now more than ever to understand emerging trends arising based on real-time behavioral shifts.”

Be agile to meet patients where they are across channels and tactics. It can be a challenge to reach today’s patients due to the many channels they use to digest information at any given time. Becky stressed the need for health marketing to be more agile than ever to be able to meet these patients where they are and with the information that is the most timely and relevant for their situation.