Harshit Jain MD is the founder and Global CEO of Doceree, the first global network of physician-only platforms for programmatic marketing. 

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The ability to reach healthcare professionals (HCPs) during their digital workflow provides a treasured avenue of communications for life sciences brands. With the importance of alerting HCPs about prescription drug developments while they are tending to a patient, these timely communications enable marketers to support medical professionals as they diagnose and treat an individual. Online platforms have transformed the way life sciences organizations interact with HCPs, which has made digital channels a prominent resource for brands to effectively boost script lift (the measurement of the number of prescriptions written by an HCP) during communications with prescribers across the virtual point-of-care ecosystem.

Ability To Tailor Messages Throughout The Interaction

When curating messaging campaigns within point-of-care networks, marketers can individualize the communications being served to the HCP, so they receive pertinent educational materials while advising their patients. Life sciences brands have the aptitude to understand whether the prescriber-patient dialogue is at the diagnosis or therapy point of the visit. Thus, virtual communications within telehealth, electronic health record (EHR) and e-prescribing (eRx) platforms provide a valuable opportunity for marketers to decipher the HCP’s prescribing behavior to efficiently deliver a message that empowers them with research pertaining to their condition and therapy options. When life sciences organizations leverage virtual point-of-care platforms, the exchanges are executed at high-impact moments. For instance, when an HCP prescribes an Rx for their patient’s ailment, then a digital alert can be directed to the medical professional to inform their patient about a copay card or financial assistance program to help with the payment for their treatment.

Gain Clarity On The Performance Of Messages With Real-Time Metrics

With the capacity to measure the performance of exchanges shared with HCPs, life sciences companies can modify communications being delivered to medical professionals within online point-of-care networks. Further, marketers can examine the moments during the HCP’s journey to determine the effectiveness of messages mid-campaign and identify when interactions aren’t connecting with the target audience to achieve the desired business outcomes. By gaining actionable insights on an initiative, marketers can utilize real-time learnings to refine their messaging approach. Therefore, the underwhelming exchanges aren’t ongoing throughout the program and the tactics can be revitalized to optimize the digital communications. With real-time data analytics, the virtual interactions are shared with precision to the target audience to elevate the impact of a campaign.

Measure Business Outcomes To Maximize The ROI Of Campaigns

When cultivating a communication program, business objectives are established, and consequently, the comprehensive analysis of online point-of-care channels equips life sciences organizations with the capability to connect the messages that are leading campaigns to achieve the sought-after business outcomes. Monitoring the awareness and business results gained during the duration of a project is crucial for the business to reap the benefits of the utilization of measurement technologies. However, when a dip in the results is identified during a program, it provides the marketer with an opportunity to correct the lower performing aspect of the venture and allocate the communications budget toward other moments during an HCP’s journey within the point-of-care network, which will lead to greater business achievements. This empowers marketers to optimize messaging campaigns by utilizing data points on the preferences and behaviors of HCPs within point-of-care platforms to identify strategies that will deliver stronger relationships. Whether it’s script lift or raising awareness about drug research to educate medical professionals, the business results of a program conducted within the point-of-care ecosystem enable messaging tactics to raise business outcomes by having the flexibility to understand the virtual channels that are garnering a higher ROI during the messaging program.

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Deploy Messages At Decision-Making Moments

The moments when a message is served to an HCP are crucial. When marketers understand the HCP’s journey with their patients, it enables them to deploy educational content to support their discussions with each person. Whether it’s a prescription drug side effect report or alternative medicines to consider, the timing for when exchanges are conducted between life sciences brands and HCPs can greatly enhance messaging initiatives. With point-of-care programs, the interactions provide educational resources for medical professionals, but the timing of the exchanges plays a pivotal factor in how influential the message is to the prescriber. Aligning trigger-based messages to alert HCPs during their workflow is a way life sciences brands can be better trusted by prescribers. Since the informative messages are not only providing a better experience while navigating across the point-of-care platforms, the HCP witnesses the benefits of the information at their fingertips that can then be shared with their patient to improve their health outcomes.

Enrich The Point-Of-Care Communication Landscape

For life sciences companies, the use of data analytics is a fundamental step that will elevate communications being deployed within point-of-care channels. Marketers must embrace metrics to gain intel on the performance of digital interactions to guide the direction of digital messaging within point-of-care networks to prescribers. Also, the data points collected are important to devise future initiatives to continue an organization’s momentum. During facets of communications across EHR, telehealth and eRx platforms, the insights pertaining to each medium will guide the type of messages that will increase the business results for a campaign.

So, to maximize the benefits of point-of-care communication efforts, marketers must embrace data analytics that will divulge the materials that their target audience will be receptive to. In addition, when insights are gathered mid-program, brands shouldn’t be afraid to pivot to a new messaging tactic to build stronger connections with HCPs. While the messages are a tool that life sciences marketers provide prescribers to advance their acumen in their field, the data obtained during campaigns is paramount for brands to deliver personalized communications at the optimal moments to aid HCPs during their care for their patients. The connections marketers foster with HCPs at the point of care will lead to a greater impact on future messaging plans.