4 Ways Pharmaceutical Brands Can Elevate Point of Care Marketing Campaigns


To optimize marketing campaigns, pharmaceutical brands need to invest in technologies for a data-led approach. Timing is everything, and that is especially true when dealing with messages being served to physicians on Point of Care mediums. The ability to leverage statistical techniques to analyze past physician behaviors has the power to set marketers on a forward-thinking path to identify what their targeted audience will do in the future. Telehealth, eRx, EHR and messaging platforms build the Point of Care foundation that marketers must break through to identify not only which channel instills a higher probability of the brand gaining awareness with a physician, but when the opportune moments arise that will produce a superior script lift. By implementing a data-driven approach, these are four ways pharma brands can elevate Point of Care marketing campaigns.

Learn More: The Future of Data-Driven Marketing Is Inside Data Clean Rooms

1. Design Campaigns To Reach Physicians on the Ideal Point of Care Channel

Data-centric planning equips marketers with a firm understanding of the type of messages that physicians gravitate toward on various Point of Care networks. When measuring the accomplishments of previous campaigns, marketers acquire visibility into the effectiveness of the messages that took place throughout the Point of Care ecosystems. Therefore, marketers with the knowledge of messages delivered to physicians that secured the desired business outcomes can develop campaigns to deploy content on those digital channels that have been successful in the past. Thus, the investment towards obtaining meaningful metrics fuels marketers to optimize future programs to raise the script lift or increase product awareness. By identifying the patterns of communications that are prosperous, the structure of future campaigns can take shape based on those findings. By monitoring campaign performances, a brand can maximize its investment by optimizing content. With the implementation of checkpoints during communication initiatives, brands can assess the effectiveness of the timing, message and placement on the Point of Care platforms.

2. Close Identity Gap With Insights Gained via Data Analytics

Big data apprises marketers of the communication preferences and behaviors of their target audience. So, developing a profile on a physician based on information gained from earlier marketing projects will amplify the areas that illustrate the areas of importance for a medical professional. With these insights, an audience-specific go-to-market strategy can be developed based on a sophisticated set of characteristics. With a granular viewpoint on a physician’s prescribing habits, more personalized messages can be served that better reflect the physician’s interests and information desired to advance their education within their specialty. A progressive outlook on the utilization of data analytics affords brands the opportunity to optimize campaigns with a deeper comprehension of physicians. Being able to pinpoint the behaviors and preferences of physicians empower marketers to achieve their objectives across the various point of care networks.

3. Data Analytics Boost the Effectiveness of Precision Targeting Messages

Brands that want to start higher impact marketing initiatives should utilize AI solutions to collect, examine and cultivate the first-party data necessary to serve personalized content. Marketers equipped with data-supported insights via an AI solution can serve precise messages customized to resonate with a physician. Additionally, the access to findings from large data sets educates marketers on the subjects that pertain to a physician’s specialty. The usage of AI-powered platforms bolsters the high-level strategic plans that put forth the implementation of marketing initiatives to tailor content toward the sought-after physicians. After all, advanced technologies solidify that a message that is seen and assimilated will carry out the goal of the campaign.

4. Deliver Trigger-Based Content To Maximize Impact

For brands to achieve their KPIs, marketers need to have a strong grasp on how their marketing investment can elevate the ROI for the company. So, marketers utilize trigger-based messages to raise the value of campaigns since the content is tailored to prescribers and delivered at a moment when it’s most useful. The data gained via digital actions of physicians with this approach entails a marketers’ ability to forecast the moments during interactions between prescribers and patients when it is most influential in serving a message to medical professionals. With a niche segment of physicians, the records secured highlight the occasions when medical professionals are most apt to absorb the shared messages pertaining to their specialty. Hence, trigger-based messages deployed at optimal times can raise the effectiveness of the care provided to their patient while raising the value of the brand via its communications. However, marketers must focus on executing precision targeting messages to physicians in a manner that doesn’t disrupt a visit with their patient.

Learn More: Data Interoperability: The Future Gold Standard of Identity Management

Pharmaceutical brands that allocate resources towards marketing initiatives via data-driven Point of Care strategies are en route to advance the physician marketing category. As data points guide the direction of pharma marketers, campaigns will continue to progress with insights to deliver personalized professional communications. Additionally, the aid of analytics will offer invaluable learnings for marketers to cultivate impactful Point of Care marketing campaigns.

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