Few months back we received an RFP from one of the regional pharmaceutical company in spain for the physician engagement and automation program. After 2 weeks of intense discussion internally and with few select consultants we came up with an “Systematic Engagement Engine”. The platform would provide a multi-channel marketing solution, combining content, Big Data analytics and social in an effort to help them reduce campaign expense and get better insight into their local physicians.
THE MAIN HIGHLIGHT:
The main USP of the platform is identifying patterns of behaviour, relationships and qualities across multiple touchpoints. The platform will be supported by our personalization engine on top of its preference discovery tools, which will leverage those preferences and behavioural insights to allow pharma marketers to send more targeted and relevant information to physicians in the way that physicians actually want to receive that content.
As part of phase 2 we suggested the introduction of analytics engine that will help the pharma company to identify gaps and opportunities, predict campaign attrition and optimize their approach in real-time.
ORIGIN OF CONCEPT:
All pharmaceutical marketers even in 2018 wrestle with: How to engage healthcare providers on an individual basis, while “being able to measure performance and drive business value.” It is extremely difficult to get physician to pay attention to the marketing messages of pharma companies — even when they are educational.
If pharmaceutical company is able to effectively distribute content and knowledge to physicians, it can actually affect real change on physician engagement behaviour as it will relate to how they practice medicine. Doctors (like everyone else) are only receptive to the message if it’s presented in the right way, particularly one that’s not invasive and is actually relevant to their career and their practice. If we do so we create a potential value on both sides of the table, it’s a win-win situation for both the parties.
Medical education market (particularly the print side) is beginning to die out and pharmaceutical companies were beginning to reduce spend as a result. Although pharma marketing and is a niche segment, what most don’t realize is that pharmaceutical companies spend roughly $60+ billion on physician engagement marketing each year. But they’ve been slow to adapt technologies that actually measure (and produce) the effectiveness of that marketing and ROI, leading to reduced investment in medical education.
Data Helps to Understand Future Solutions:
95 percent of doctors consume some sort of digital content to stay up to date on their field (and the industry), whether by way of journals, social networking research databases, etc. With the rise of the Web, there’s been a 139 percent increase in the number of physicians going online to look for medical education materials. Of course, as their content consumption behaviours change, so do their expectations of marketing and content distribution.
The needs of each doctor are very specific based on their area of specialty, and marketers have to be able to recognize those individual needs, while listening to and absorbing physician activity and conversation online, reacting to the changing expectations of physicians accordingly.
If the pharma marketer wants to run a campaign (or distribute educational materials) on diabetes, they want to know where the doctors are that specialize in diabetes treatment, what they’re talking about and what problems they’re experiencing. Using this customized platform marketers can search for a keyword like “diabetes” and get visibility into what doctors are talking about, what types of conversations they’re having about a particular drug or pharma company and so on.
So, What’s Next:
We have released the system architecture to the client along with projected timeline. The current timeline suggests that we can deliver the Beta version by October 2018 and Final Launch by February 2019. We have sought approval from our client before writing this blog post as we understand the nature of confidentiality and we are actively involved in bringing change in the way we do pharma marketing.
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