The big takeaway is leveraging data effectively to drive efficiency. Here’s how:
1. Nuance your audience segments:
Being able to reach your target Physician, Nurse Practitioner, and/or Physician Assistant with timely, relevant messages when and where they are most receptive yields the most successful marketing campaigns. Your ability to differentiate your brand from your direct and indirect competition is contingent upon robust audience profiling and granular target definitions that make your audience segments and messaging as specific as possible.
A major enabler of this is data and analytics. Laser-focused targeting begins with NPI-level data. Utilizing multi-dimensional insights – specialty, writing behaviors, geo-prevalence, sales activity, clinical lab alerts – allows for specific, sequential messaging and engagement that moves HCPs through the adoption funnel. This also allows for measurement of your campaign impact and engagement at the physician level, in real time, to drive messaging and understand behaviors, such as where online the HCP is listening, watching or researching.
NPI data allows you to ensure your NPP and personal sales approach align, with engagement triggers that produce the next-best-message in the product story, whether delivered by an e-mail or a sales rep. Knowing an HCP has engaged with a specific message, initiative, or tactic can help inform the sales call and continue to move the HCP through the funnel. NPI-level segmentation opens up your ability to prep your field salesforce so they can have more informed discussions by region, by brand engagement, by partner, message, or more.
2. Engage with your “hard-to-reach/no-see” HCPs:
Collating the right data on your target HCPs is only half the battle. You also need a way of interpreting your data to know if your media investments are working and respond quickly to optimize. Real-time dashboards are a tried-and-tested tool for efficient insights and optimization. They use your NPI data to segment your audience in real time and identify new media channels and partners where hard-to-reach HCPs are engaging. Live dashboards allow you to reach HCPs on rep no-see lists and enable 1:1 messaging while being mindful that rep follow-up is not planned.
3. There’s no such thing as “One size fits all”:
Pause any pre-conceived ideas of what your media playbook must have. When you map out your approach to take action on your data-driven insights, look for evidence of where each segment is vs. pre-picking media channels to sub-segment. You might have three different physician specialist targets, which means there are three different ways for media to be consumed. Thus, the rub lies in understanding where each of these personas consumes their media – and then in engaging them at these specific touchpoints. It helps ensure your budget is applied in the smartest way, creating optimal engagements that yield optimal results.
4. Steer clear of company silos:
Many pharma companies are treating their in-house Data Analytics (DA) teams as a separate entity instead of as an extension of the marketing team. This creates a disconnect between marketing and data analytics, who is reporting separately to executive leadership on brand performance and return on marketing investment scenarios. This disconnect often creates a gap, where media-centric drill-down insights are missed, along with the opportunity to connect those insights to short term actions.
Robust reporting is needed to help connect the dots. This poses a key question for marketing leaders: “Is your in-house media reporting too surface-level for your brand teams to take specific actions on?”
? How does Underscore craft winning HCP campaigns
We focus on strategically aligning NPI segmentation data and insights before starting the campaign. At the center of everything we do is an emphasis on knowing your target audience intimately and finding unique ways to reach and influence them. We suggest media tactics that will resonate most with your audience based on factual data and benchmarks established in thousands of successful programs.
We find similarities among segments to make your efforts stronger by holistically integrating our data with your brand and analytics teams’. This ensures the right data gets to the right people, at the right time, so the right decisions for your business can be made. We help you determine omnichannel Key Performance Indicators (KPIs) and KPIs by marketing channel to enable better results and validate new efforts.
We are a team of strategic media partners who plug the gaps that are all too common in pharma marketing. For example, we get physician data in real time, so we know both what is, and is not, resonating and where each physician is in the marketing or sales funnel. And while other agencies try to talk about it, we target and do the upfront research in the most effective way possible. This means we can split and adjust budgets to the most effective mix based on the various media being consumed.
What’s more, we partner with you to enable the right metrics through a careful blend of technology, data analysis and years of experience to give you the edge your brand needs to win, however you define it. And, if you don’t quite know how, we can help with that, too.
Get free experience-sharing from your peers
Underscore hosted its first-of-a-kind webinar entitled
“Harnessing the Power of Data Analytics to Boost your Marketing Strategy”can be watched, for free, here.
It featured a panel of respected thought leaders from pharma and biotech brands, including Neal Wolff, Vice President, Marketing at Vyluma Inc, and Kristin Squires, VP Marketing at Harmony Biosciences. They were joined by Underscore’s EVP & Managing Director Chris Tuleya, who leveraged his 18 years at the forefront of the industry to offer key takeaways on the role data can play to help pharma marketers deliver patient & HCP experiences that both boost ROI and improve healthcare provision.