Meeting Evolving Needs of a Diversifying Physician Population

By Brian Geist and Ray Rosti

Today’s HCP population is increasingly diverse compared to prior generations, notably an increasing female physician community

As the physician population becomes more diverse, so too do their media consumption habits, reflecting more complex and nuanced patterns and less ubiquity, especially with digital-native millennial physicians comprising a larger portion of the physician population.  

However, healthcare marketers haven’t been able to target with that same nuance.  According to a recent survey, 70% of healthcare professionals (HCP) feel that pharma marketers do not understand their needs, and 62% of HCP are overwhelmed by product-related promotional content they receive from drugmakers. 

Against this backdrop, the charge facing healthcare marketers is clear: speak to a younger, more diverse physician population with more targeted and more relevant messages. 

Solving this challenge has yielded a uniquely Pharma-first Media Platform. Addressing the needs of HCP marketers in a cookieless future, Peoplecloud PHYSICIAN connects HCP knowledge, clinical and non-clinical, for stronger segmentation, better measurement and efficient optimization in a privacy-safe framework to improve relevancy in a changing physician population. 

Understanding HCPs as individuals 

A growing challenge in speaking to HCP is the need to address diverse platform and media consumption habits across clinical and non-clinical settings.  Healthcare providers are receiving high volumes of digital content that is less relevant, with marketers missing the mark. In a recent survey, 58% of HCPs agreed that at least one pharmaceutical company has ‘spammed’ them with digital content during the pandemic.

A potential cause for such over message is siloed HCP data which doesn’t resolve identity across blue jean and white coat moments of the same individual. PeopleCloud PHYSICIAN is connected to Epsilon Total Source Plus data in order to plan across endemic and non-endemic moments. As we are able to connect data, we are able to harmonize messaging, orchestrated based on the last touchpoint to ensure the messaging is relevant, but is also not over served due to disconnected identities. 

Predictive Tactics for Smarter Outcomes

Another limitation with siloed data is that data is used to only solve specific use cases like planning or reporting; this hinders active learning and optimization. By connecting multiple data sets, we can enrich our understanding of physicians, continue to learn and optimize agilely, build in new segments and deliver sequential messaging for better outcomes. By building stronger segments informed by connected data, we can use Next Best Engagement models to coordinate stronger cross-channel messaging that is more relevant. 

This deep level of understanding, informed by first-party, third-party and publisher data feeds a truly modern AI capability that can automate processes to improve efficiencies and scale in volume while sequencing next best messaging to a certain segment of HCPs or set of behaviors. 

With this orchestrated activation, there is opportunity for dynamic optimization as each behavior that triggers a certain activation is a datapoint that enriches the platform. While many are racing to develop such tools, its development as a pharma platform, informed by the many intricacies of the industry, set this platform apart. 

In current state, it can deliver increased data connectivity, but in the future, this can lead to AI-driven next best actions, delivering on the promise of omnichannel connectivity and efficiency.