HCP Digital Campaign Measurement: It’s Time for a New Approach
by Ira Haimowitz, Vice President, Product Strategy at Crossix Solutions
October 2, 2017
Reaching and engaging healthcare professionals (HCPs) used to be driven exclusively by personal promotion. Pharmaceutical sales forces called on physicians, educated them about new therapies, and distributed samples. Periodically, pharma companies would then connect those face-to-face meetings to resulting prescription sales.
Then, as access to HCPs plummeted, pharma brands started relying more on non-personal promotions, including digital ads. However, early digital efforts targeted physicians exclusively on endemic websites, such as professional health communities, online journals, and conference portals. Measurement relied on endemic publishers providing lists of HCPs exposed to advertising that ran only on their properties.
Today’s world is much more complex.
HCP marketing has evolved and is accelerating rapidly. Non-personal promotion and programmatic campaigns can reach any physician, at any time, on any device, across a variety of consumer and professional channels. But just because you can reach any HCP doesn’t mean you are reaching the right HCPs.
The proliferation of these new digital options makes impartial, third-party measurement more important than ever. Today’s reality demands a smarter measurement strategy that identifies the impact of HCP advertising wherever and whenever HCPs are exposed to advertising. Brands need to know:
Am I reaching the right physicians across the full digital landscape, not just on select sites? Is my campaign generating new-to-brand prescriptions? How do my non-endemic placements compare to advertising on professional health communities?
Crossix recently launched DIFA HCP, as an expansion of Crossix DIFA™, our cloud-based interface for measuring and optimizing digital campaigns. Now, brands can validate that HCP campaigns are reaching the right audience and can connect that exposure to Rx impact. Working with sales force automation systems like Veeva, we can help brands ensure that they have complete, continuous measurement of their HCP marketing campaigns, across channels and devices. By bringing together media exposure and health data under one platform, our approach will supplement the various ways that brands currently measure their HCP digital media.
Looking Beyond Endemic Sites
Just as I carry my professional role as a product developer home with me at night, a doctor is still a doctor after she leaves the office or hospital. When checking the news headlines, sports scores or using personal email at home, doctors are still exposed to pharmaceutical advertising via audience targeting tools that reach doctors programmatically. Do you have the analytics tools to validate that you’re reaching them accurately and effectively?
The new Crossix-Acxiom HCP Match Graph merges the HCP’s many personal and professional identities with their digital identities. By connecting HCPs to all their devices, including their smart phones, tablets, and desktops, Crossix can measure more of the HCPs exposed to your advertising, greatly increasing the accuracy of campaign measurement and optimizations.
Finally, it’s important to realize that HCP campaigns do not run in a vacuum. Their effectiveness is also driven by patient requests for a specific Rx brand and vice versa. If your digital DTC campaign is driving patients to request a brand and HCPs don’t have the background information to conduct a dialogue about the treatment, the effectiveness of the DTC campaign can be undermined. Looking forward to 2018, Crossix is developing innovative ways for brands to identify and measure the synergistic impact of their professional and consumer media campaigns. This exciting development promises advertisers a true, cross-channel and cross-customer view of their marketing efforts.
To learn more about how Crossix measures HCP digital media campaigns, visit http://www.crossix.com/DIFA-HCP.
Ira Haimowitz is Vice President, Product Strategy at Crossix. In this role, Ira helps develop and bring to market Crossix’s innovative range of data-driven marketing solutions.