Gearing your message toward certain specialties is not just good target marketing; it's also the law. When you have a drug targeted toward a certain specialty, the marketing message is typically only approved for that specialty. If you inadvertently send that message to irrelevant specialties due to a poorly authenticated list, you may run afoul of the FDA and face compliance issues. The FDA continues to crack down on all pharmaceutical marketing practices – internally and externally. More scrutiny is on the horizon, which is why specialty authentication is more important than ever.
Authenticating Specialties Reliably with the MedTargetSM System
MedTarget is DMD's proprietary, real-time authentication system. MedTarget will ensure that you reach the physicians in the specialties you need to target and no one else. Our system integrates diverse information sources – including the American Medical Association (AMA), state licensing boards, and National Provider Identifier (NPI) – to authenticate healthcare professionals' (HCPs') identities.
If you authenticate against an AMA list, you can increase your physician targeting ability. For example, if a pharma company is marketing a sleep aid, it could use an AMA-authenticated list to identify all doctors who prescribe sleep aids (known as "prescribing HCPs"). Anytime you get a list of email addresses, you authenticate it against the AMA list. Once you do that, you can glean more information than just an email address. You can segment by school, where the HCPs practice, and the drugs they prescribe. Your target then becomes infinitely more defined.
Leveraging the Non-Personal Promotion Channel for Efficiency and Value
The increasing difficulty of coordinating in-person interactions with HCPs has led to the explosion of the non-personal promotion (NPP) channel. Email, direct mail, and social media are all means of leveraging the NPP channel for maximum ROI. Furthermore, innovative techniques, such as rep-triggered emails, can make the NPP channel personal again. DMD can help you position the NPP channel the right way with the following features:
- First and only U.S. physician email database successfully audited by BPA Worldwide, the trusted resource for compliance and assurance services
- Consensus-level coverage of all HCPs
- Traffic authentication
- Deliverability to the correct HCP
- Captured calls to action
- Ability to capture and report (aggregate & HCP-specific level)
- Time of day, day of week, and device usage metrics to determine the best times and days to deploy and how to design for the devices being used
- Analysis on opens, unique opens, clicks, and engagement
Using a reliable authentication system for specialties is critical for marketing and regulatory purposes. With a proprietary authentication system, you can define the most precise target audience possible.