HCP Data Innovations
IN THIS ISSUE: FEATURE: HCP DATA INNOVATIONS
PARTNER PERSPECTIVES | DHC LIVE SUMMIT HOSTED WITH AMGEN
INDUSTRY INSIGHTS | DHC GROUP RESOURCES: PHARMACY INNOVATIONS
PARTNER NEWS & ANNOUCEMENTS | DHC SHORT TAKE
This month, the DHC Group gathered experts to study the current challenges and opportunities in HCP Data Innovation. On May 22 we convened a private roundtable discussion bringing together industry leaders from CMI, Medscape, Pulsepoint, PurpleLab, OptimizeRx, eHealthcare Solutions, and executives from various pharmaceutical and biotech companies. The event gave these decision makers an opportunity to discuss key topics, including:
Cookieless Future: How prepared is the industry for the elimination of 3rd cookies when it comes to both targeting and measurement/attribution?
Industry Collaboration: a look at existing opportunities for collaboration between pharmaceutical companies, data providers, payers, and technology firms in order to innovate the use of physician data for sales and marketing purposes
Enhanced Patient Targeting: how the innovative use of physician data might be used in pharmaceutical sales and marketing to achieve better patient targeting, and what metrics can be used to measure the success.
Data Quality and Integration: Given the increasing amount of data available, how can pharmaceutical companies ensure the quality and integration of diverse data sources about physicians to create a comprehensive understanding?
Innovation and Technology: the role emerging technologies, such as artificial intelligence and machine learning, play in transforming the use of physician data for more targeted and effective pharmaceutical marketing strategies
While the full content of that roundtable is confidential, we are able to offer this summary, synthesizing the key insights and strategies shared during the discussion, highlighting common agreements, necessary actions, and future predictions. The key takeaways underscored the industry’s resilience and readiness to embrace change, ensuring continued innovation and effectiveness in the use of HCP data.
Additional resources and insights on HCP Data Innovations are included below - thanks to the DHCG members who have provided this thought leadership.
PARTNER PERSPECTIVES ON HCP DATA INNOVATIONS
New Approaches to Physician Engagement EVERSANA INTOUCH Is your brand being communicated to HCPs in an effective way? Dr. Joe Wellington, one of our medical communications experts, shares new approaches to HCP engagement to drive brand credibility, relevance and impact in this recent blog. Access Here
Plane, Trains…and Drones? Catch HCPs on the Go CMI Media Group As summer gears up, people are on the go. Over 118 million Americans (45% of the US population) are projected to spend more than $424 billion dollars on hotel and air travel alone in summer 2024. With all this upcoming seasonal traffic (pun intended), how can healthcare marketers position their brands effectively as HCP, patient and healthcare populations are in transit for leisure and work? Read CMI Media Group’s POV and catch your target audience as they take flight, hit the roads, and lounge on the beach this summer. Read Here
Integrated Intelligence: Crafting Superior HCP Strategies with AI Analytics Klick Health Explore how Klick’s innovative approach to data integration transformed a leading pharmaceutical brand’s engagement with healthcare professionals (HCPs). This insightful case study delves into overcoming fragmented data landscapes in the pharmaceutical industry. Read Now
Health Marketer’s Guide to Enhancing HCP Marketing Intelligence PulsePoint Brands must have access to a complete NPI customer profile to personalize communications across digital and in-person touchpoints. Download this paper to learn how NPI identification and insights solutions can support more personalized digital HCP customer experience while enabling smarter spending across all channels, enhancing omnichannel efforts, and improving overall ROI as a result. Read Now
5 Steps for Creating a Targeted HCP and DTC Marketing Strategy PurpleLabCreating a holistic healthcare provider (HCP) and direct to consumer (DTC) marketing strategy from scratch is a demanding task, especially if you don’t have the data to precisely identify the providers or consumers you should be targeting. This article outlines 5 steps to creating a holistic HCP and DTC targeting strategy based on data that doesn’t require clinical expertise to decipher. Learn More Now
Your Next Best Action? Modular Content Deerfield Agency As healthcare marketers, our goal remains consistent: to deliver meaningful content to clients’ target audiences effectively and efficiently. Unlock new levels of engagement, impact, and competitive edge with Lia Caprara and Greg Marshall. Learn More Now
Webinar On Demand: Adapting to External Change: A New Approach to Developing DTC Audiences IQVIA Digital Enablement IQVIA leaders in privacy and analytics, highlight a cutting-edge approach set to transform DTC healthcare advertising. Their discussion addresses the concern about identifying individuals when health and consumer data are merged, particularly during the audience activation process. Access On Demand
Find Patients and HCPs You Can't See Today Veeva Is your data giving you the complete picture? For years, biopharmas have lived with the status quo of blind spots and a partial view of their market – until now. Learn how brands are using modern patient and prescriber data to find new patients and HCPs, activate the field faster, and identify incremental opportunities. Read Now
Bot or Not: Measuring Email Metrics in a Bot-Inflated World Healio Strategic Solutions Measuring email opens after iOS 15 has been a challenge and more challenges are yet ahead as email clicks are rapidly inflated by email security bots. While email remains a valuable channel in any media mix, reporting tools and attribution models must adapt to inflated email numbers. Healio dives deep into how their measurement team is navigating this new and changing world of inflated email numbers to deliver accurate reporting and actionable insights to their clients. Read Now
Transforming HCP Engagement: The Power of Data Innovation Sermo Healthcare communications are increasingly adopting hyper-targeted, data-driven strategies using advanced machine learning models and first-party data to deliver precise and impactful messaging to healthcare professionals. Learn More
DHC EVENTS
On June 25th, we will convene with Amgen leaders as well as industry colleagues from other pharmaceutical manufacturers and industry stakeholders sharing latest research, case studies, and insights around how latest digital trends and AI are impacting specific aspects of current pharma marketing. The DHC Summit will cover these topic areas:
New research on how a physicians are looking at AI use in medical market research and advertising
How tech innovations can help marketers advance patient support, both with direct to patient and through patient-HCP interaction
The role of data and the challenges around consumer privacy
ADDITIONAL INDUSTRY INSIGHTS
ixlayer: Flexible by Design ixlayer ixlayer's Chief Product Officer, David Yu, weighs in on how a flexible approach to product design can offer biopharma companies platforms that seamlessly integrate across the entire ecosystem of care. Read Here
Taking Omnichannel to the Next Level: Forging Long-term Relationships with HCPs Through a Unified Asset Lifecycle Syneos Health Enhancing long-term HCP relationships and brand loyalty with a unified asset lifecycle approach, leveraging omnichannel marketing from clinical development to commercial delivery. Learn More
Leadership in Limbo North Highland In the dynamic world of pharmaceuticals, adapting to the unique business demands, regulatory requirements, and diverse audiences is important. An organization that prioritizes skills within its workforce and aligns all moving parts is an example of non-traditional talent management that can keep up with this shifting business landscape. Check out North Highland’s blog, Leadership in Limbo, for their perspective on adaptability in an industry as unique as Life Sciences. Read Now
Bridging the Gap: Phreesia Engages Patients in the Moments After a Script is Written Phreesia Life Sciences Medication adherence is a widespread issue, with 20% to 30% of patients not filling their prescriptions. In addition to measuring how likely patients are to fill their prescription, Phreesia’s post-script engagement solution helps support both new scripts and refills by delivering personalized resources to patients. Learn how Phreesia can help patients, providers and brands improve medication adherence—together. Learn More
How Pharma Can Harness Education to Transform the Health Journey Healthline Media People living with chronic conditions need clear, comprehensive health resources that anticipate their needs. Dive into Healthline Media's latest feature in Fierce Pharma, exploring how pharma brands can harness the power of education and support toward healthy outcomes. Read Now
Patient Adherence to Specialty Meds: Why Getting There Is More Than Half the Battle Timely by DrFirst New first-fill insights shed light on the importance of getting patients connected to specialty pharmacies early. Download Infographic
DHC GROUP RESOURCES: PHARMACY INNOVATIONS
As an industry, pharmaceutical marketers spend a significant amount of time, money, and effort to motivate and get consumers and patients to the pharmacy – the fill.However, while we spend a lot of time thinking about marketing and getting the suitable patients to the doctor’s office, in many cases, we don’t think about the “last mile” and what happens at the pharmacy setting when they have the final conversion from Rx to treatment in hand (or bag). Do they have the correct information to alleviate potential concerns about side effects? Do they have the right and most recent information related to their coverage and benefits for their first fill – and subsequent fills? In this overview from The DHC Group and partners GoodRx, MedAdvisors Solutions, and Syneos Health the pharmacist’s role over time is studied and reviewed (with new research), along with understanding the macro trends in the pharmacy setting, reviewing the patient experience in the days leading up to the pharmacy interaction, and a look at what’s happening in the actual pharmacy setting with regard to the tech. Finally, the overview closes with comments from those with direct pharma experience about how they see the pharmacist’s role, pharmacy, and where pharma fits into the “pharmacy of the future” long term.
Download POV and Watch Industry Expert Insights
PARTNER NEWS & ANNOUNCEMENTS
PatientPoint Hosts the FIRST Upfront Dedicated to Point of Care PatientPoint Select PatientPoint clients and partnering agencies attended the first-of-its-kind event to learn more about how the industry leader continues to evolve the point-of-care channel to provide life sciences companies new opportunities for meaningful engagement with healthcare providers and patients. Read Recap
DHC SHORT TAKE
Mark Bard, Co-Founder, The DHC Group Dr. Hansa Bhargava MD, Chief Clinical Strategy and Innovation, Healio
This DHC Short Take interview covers several key topics related to healthcare and technology. Dr. Bhargava highlightsphysician burnout as a major issue, citing administrative burdens like EMRs as a leading cause. She expresses excitement aboutthe potential of AI and emerging technologies to reduce burnout and improve clinical efficiency through applications like transcription, prior authorization, and clinical decision support. She also addresses the double-edged nature of patient access to online health information, emphasizing the need for vetted, trustworthy sources. Additionally, Dr. Bhargava speaks about using technology to reach underserved populations, improve clinical trial diversity, and enhance access to care through solutions like telehealth and digital therapeutics – however, stressing the importance of involving physicians in the development of new technologies and providing proper education to ensure responsible adoption of AI tools. Watch Full Interview Here