The FiercePharmaMarketing Forum is all about the “big ideas” that are moving digital pharma marketing forward. Over the next two days, attendees will explore a wide range of innovative marketing techniques and technologies.
Our role as an email services provider gives us unique insight into new ways pharma brands can use data to engage physicians and ultimately, provide better patient care. So, in the spirit of Fierce 2018, here are three trends we’re watching now:
Using email to deliver data that enables better patient care
Today almost every decision doctors make is evidence-based and supported by data or guidelines. Decisions that once relied heavily on a doctor’s experience or insight now benefit from data. This makes it easier for doctors to do what is best for each patient, rather than what is traditionally done in that situation.
Pharma brands that provide relevant medical data to doctors in a timely manner support this approach. Savvy marketers are using the detailed physician profiles in their email databases to identify physicians who would benefit from specific types of data. Then they’re creating ongoing email programs to keep those physicians up to date on recent studies and guidelines.
Some brands also use website browsing data to understand each physician’s real-time interests and deliver the precise information he needs right now.
Using deterministic data to shorten the sales cycle
Before a doctor begins prescribing a particular product, he has to answer a long list of questions about its safety, efficacy, and availability. Accurate data about physicians makes it easier to provide this information, whether through digital marketing or sales interactions.
Deterministic data can indicate the best ways to reach doctors through digital channels.
For years, pharma brands relied on probabilistic data to understand their digital audiences. Today, we see many brands turning to deterministic data, or data that matches specific patterns and characteristics to individual users based on unique identifiers.
Among other things, deterministic data can indicate the best ways to reach doctors through digital channels. If you know a doctor read an article about a certain disease in an online medical journal, you might send him a related report. Or, if you know your target doctors spend a lot of time on medical association websites, you might spend more on advertising in that category.
When relevant, you can enter deterministic data into your CRM to give your sales reps a head start on building meaningful relationships, whether through email or in person.
Using authenticated data to connect with physicians on social media
More physicians are embracing social media as a channel for sharing opinions, advice, and research with colleagues across the country. Pharma brands benefit from cultivating relationships with physicians who participate in online professional communities or have a large social following.
Some brands are using authenticated physician data to determine if social influencers already prescribe their product or are potential prescribers. Insights gleaned from a physician email database and individual website browsing data help them engage influential physicians, share meaningful content, and begin building brand loyalty.
These are just a few of many potential ways data can be used to strengthen physician relationships. Today I will explore other applications of deterministic data and the technology that makes it possible. If you’re in New York for the FiercePharmaMarketing Forum, I hope to see you at my presentation at 11:45 a.m.