Reaching HCPs at Meaningful Moments

Creating meaningful engagements with healthcare professionals (HCPs) at moments that are relevant to them while they are treating patients is a critical element of healthcare marketing. While it is always important for HCPs to receive information that can help them improve the health outcomes of their patients, it is even more impactful when you can reach HCPs within their digital workflow during decision-making moments.

This requires a precise strategy, and pharmaceutical brands should be well equipped to target HCPs across the point-of-care ecosystem effectively. By utilizing point-of-care channels at the right time as an ongoing critical marketing tactic, brands can effectively drive increased script lift—the measurement of prescriptions being written from when the point-of-care campaign started to its culmination.

Identifying Key Moments

Working with real-time data analytics enables marketers to share messages with HCPs at moments that have the greatest impact. These are the critical moments when prescribers are speaking with their patients and in the mindset of connecting with and digesting the message.

In order to most effectively pull this off within a prescribers’ clinical workflow, marketers must know two things: 1) where the HCP and patient are in the patient journey; and 2) what task a prescriber is performing at that very moment. Understanding the HCP’s workflow and their professional behavior traits—diagnoses, medications, and procedures they perform—based on their digital actions enables marketers to predict the moments during the conversations between an HCP and their patients when it is the most meaningful to deliver the message.

Delivering Trigger-based Communications

Once marketers have identified the right moment, they can send trigger-based messages that are personalized and tailored to the needs of the prescribers at that time. This increases the utility of the campaigns as it equips prescribers with educational materials that support their interactions with each of their patients and helps them to serve those patients in a more informed way.

For example, when HCPs have access to information about suitable treatments or copay programs at decision-making moments during care delivery, they can utilize it efficiently for improving the health outcomes of their patients. With a trigger-based messaging approach, marketers keep prescribers well informed about drugs and therapies allowing them to take decisive action.

Improved Script Lift

Trigger-based messages also help capture those appropriate moments in an HCP’s clinical workflow where relevant messages can be shared for optimum impact on script lift. With data analytics dictating the highly impactful moments of campaigns, marketers can identify when within an HCP’s journey at the point-of-care they can serve them relevant messages that will result in effective behavior change where the HCP takes desired actions, and ultimately leads to the writing of a script.

As the point-of-care ecosystem evolves, messages will have to be aligned within the physician’s workflow, and trigger-based messages will play a remarkable role in improving patient outcomes.

  • Harshit Jain, MD

    Harshit Jain, MD is Founder & Global CEO at Doceree. Harshit is a leading storyteller and a creative-data integrator in the healthcare industry. He is an accomplished speaker, an author, and a globally awarded healthcare marketing influencer who has been bestowed with the greatest industry awards for his pathbreaking work in addressing some of the biggest health challenges.

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