Amidst the mayhem generated by the pandemic‘s recurrent waves, pharma marketers are focusing on newer and more innovative ways to connect physicians, as seen by the meteoric development of programmatic messaging systems.
According to a recent analysis by Doceree, the first international programmatic messaging platform for physicians, around 43% of pharma marketing companies in India now prefer programmatic messaging platforms to approach physicians, owing to its capacity to segment healthcare experts and line up their communication for improved business results.
Doceree examined the inventory and campaign behavior patterns of its various partners, researching over 1,100 campaigns, to better understand how programmatic is developing. These were sent via Doceree to 165 physician-only publishing platforms by 102 advertisers, who included consumer healthcare and medical device firms, life sciences brands, hospitals, and diagnostics, and covered more than 100 specialties.
According to the research, ‘Programmatic Trends in Pharma HCP Marketing 2022,’ pharma’s digital ad expenditure has increased significantly over the world, and the trend is projected to continue as programmatic fuels its development. In addition, the research highlights the following prominent trends in programmatic pharma physician marketing:
1. Programmatic is gaining traction with endemic publishers.
Based on their partnership with specialized ad exchanges, endemic publishers exposed programmatic inventory HCP only digital channels which include medical education websites, HCP networking sites, medical connections, and medical publications that HCPs visit to develop their technical competence or interact with their peer group—increased by 53% in 2021.
2. Contextual marketing benefits from first-party data.
Pharma brands’ attraction in first-party data has piqued, resulting in a significant increase in performance initiatives on endemic walled-garden and point-of-care platforms, such as e-prescribing (eRx), telehealth, and electronic health record (EHR) platforms, where information is collected straight from physicians via logins. The use of these platforms has increased by 39 percent year over year.
3. A significant potential exists in the clinical workflow of physicians.
Pharma marketing companies may use point-of-care networks to enhance communications across a physician’s workflow – from laboratory tests to diagnosis to preparing a prescription – and offer informational messages throughout decision-making times when they are in a professional mentality.
4. Account-based promotion generates interest.
When it comes to reaching physicians of a certain specialty, brands are willing to maintain their investment in secondary-based institutions such as hospitals, nursing homes, and research institutes through 2022.
According to the report’s data research, brand marketers managing medical devices would spend 135 percent more on account-based marketing in 2021 than they did the previous year.