Reaching healthcare professionals can certainly be difficult … especially with the disruption of the pharmaceutical marketing ecosystem caused by COVID-19. This disruption has accelerated the digital transformation of the pharmaceutical industry. Pharmaceutical marketers are embracing this digital transformation and trying to understand the different dynamics of mono, omnidirectional and multichannel approaches.
At TrendMD’s COO, Pharma Customer Engagement Europe 2021 virtual event, Tash Brown presented how to maximize the reach of HCP through targeted omnichannel or multichannel digital marketing.
As medical knowledge doubles every few months and practitioners feel exhausted, the question is… how do you get your message across to healthcare practitioners?
Marketers typically focus on the channel used to deliver the content to healthcare professionals instead of using an attraction strategy to focus on the message using native advertising. This attraction strategy is more likely to engage the healthcare professional because it relates to the content they are already reading.
Tash says that instead of focusing on the right channel to share your message, it’s just as important to focus on the actual message to create meaningful engagement.
“It’s so easy to ask ‘where’ and ‘how’ that we forget what we want to tell our customers.” – Tash brown
What is native advertising?
Native advertising corresponds to the form and function of the platform on which it appears; it may be textual or display advertising.
Why use native advertising …
A daily report published by Ad Weekly showed that Internet users are 67% more likely to click on a native ad compared to a display ad. According to Verizon Media, their data showed that native experiences lead to a 64% increase in interactions between media streams. This tells us that native advertising increases engagement. Time spent on native site also consistently exceeds the industry benchmark by 74% on average.
Native ads allow healthcare professionals to click and find out what they’re already interested in and what they’re already reading.
Use Trend® and other tools to extend the reach of your marketing message
TrendMD is a native channel content recommendation tool that suggests relevant and up-to-date content to healthcare professionals through a global network of publishers. Pharmaceutical companies use TrendMD to increase scientific engagement, brand awareness, drive conversions, and generate new HCP leads.
TrendMD provides journal article recommendations so readers don’t waste their time on irrelevant articles. Their recommendation tool is used in over 5,000 online medical and scientific journals including JAMA, BMJ, CMAJ and all company publications ASCO, ASH, ACS, ASN, APA, AAP, ADA, AAI, ATS, ESC, ERS and ESE. .
Using advanced technology, TrendMD can also offer specific targeting to its partners to ensure they are able to maximize their reach. This targeting includes geographic targeting, HCP targeting and specialty targeting where their partners can target HCPs based on their specialties.
Where are the health professionals on the web?
The average healthcare professional visits more than 15 medical, scientific and research sites each week. 67% of these sites are not peer reviewed. It shows that health professionals are everywhere… they are people like us.
Bounce rates on peer-reviewed content are 40% higher than medical news sites. While doctors spend 3 times as much time on peer-reviewed content, they are also less likely to read beyond this article.
We are 8 times more likely to find healthcare professionals on non-medical content.
“We need to understand that physicians and healthcare professionals are first and foremost people.” – Tash brown