In the healthcare communications industry, success is measured by the ability to reach healthcare professionals (HCPs), present educational and relevant information, and then encourage brand recall so they can provide the best care for their patients. As methods of reaching HCPs pivoted from in-person to digital tactics, many healthcare marketers have embraced traditional programmatic channels to reach and engage with their audiences. Although this has opened up new ways to engage with providers, digital tactics don’t always offer the targeted, personalized, and contextually relevant experience that in-person meetings once did. Recently, 65% of HCPs reported that they felt spammed by online content from pharma brands. To avoid this, marketers should focus on contextually relevant channels where HCPs are already consuming clinical content, so they are more likely to be ready to engage with and remember a brand. Additionally, traditional programmatic channels can also miss a lot of the high-value HCPs that are likely to be able to fuel growth for brands, because there are a significant proportion who can generally only be reached through healthcare specific channels and endemic websites.
Endemic websites are contextually aligned with the topic of your ad, which presents a unique opportunity for brands who want to engage with HCPs, especially those that are elusive, when they are already focused on their work and consuming content that is relevant to their field. In this context, the term “elusive” describes HCPs that don’t engage or are hard-to-reach across traditional programmatic channels like display ads, social ads, and video ads on the open internet. Meanwhile, endemic websites will capture more of your target audience, and media experiences tend to be stickier, encouraging higher brand recall and real would activity because HCPs are less likely to feel spammed.
Our Solution: Lasso’s Endemic Marketplace
The Lasso Platform was built with the vision of an ultimate operating system in mind. To achieve this vision we knew we had to power the connection between marketers and valuable healthcare publisher inventory. So, we launched our Publisher Suite and Endemic Marketplace, closing this gap and providing the ultimate end-to-end solution for the healthcare communications industry. Our Endemic Marketplace offers priority access to valuable inventory from publishers like GoodRx, Haymarket Medical Network, The BMJ, GlobalRPH, Radiopaedia, and many more. Since launching in May 2022, brands who have leveraged our Marketplace have already unlocked unprecedented HCP reach and prescription lift when compared to programmatic benchmarks.
Case Study: A Powerful Endemic Campaign
From April to July of 2022, our partner BioPharm Communications ran a campaign on behalf of a leading brand of heart disease medication, tapping into our Endemic Marketplace to determine the improvement in reach, engagement, and real-world impact from targeting HCPs through endemic channels. BioPharm targeted a list of NPIs provided by the brand, and enhanced their programmatic media placements by everaging Lasso’s Marketplace to access top publisher inventory and endemic websites.
The Results
Through our Endemic Marketplace, BioPharm achieved an incremental HCP reach of 1.76%, surpassing our average benchmark for endemic campaigns by 69.2%! In this context, “incremental reach”, refers to the additional HCPs that would otherwise not have been found through traditional programmatic channels.
To fully understand the real-world impact of reaching more HCPs in a contextually relevant manner, we ran a Net Impact Analysis. Compared againts their unexposed counterparts, the HCPs exposed to endemic campaign media drove significantly more growth for the brand, fueling a 28.7% lift in total prescriptions, writing 29.6% more new prescriptions, and converting 27.8% more new patients to the brand. Because of our end-to-end platform and built-in measurement suite, BioPharm was able to quickly access and understand these real-world insights, definitively measuring the effectiveness of their campaign.
What This Means for Healthcare Brands
Both the lift in prescriptions and new patients were 100% attributable to exposure to campaign tactics run through our Endemic Marketplace, providing net new value to the brand. This proves that endemic strategies do significantly improve reach and brand recall. Not only did BioPharm engage with almost 70% more hard-to-find HCPs than the benchmark, but they were also able to generate stickier brand experience by activating across contextually revelant inventory. The increase in prescription writing activity is evidence that the heart disease medication brand was able to remain top of mind for providers during their patient interactions.
It’s Time to Expand Your Strategy to Include Endemic
As the life sciences and healthcare industry grows its digital presence, it’s more important than ever to prioritize a great brand experience that feels organic, personal, and relevant to your audiences. Spend your marketing dollars wisely, and leverage channels that will give you the most bang for your buck.
The Lasso platform powers both endemic and non-endemic campaigns from end-to-end, allowing you to seamlessly manage multi-channel tactics and maximize the value of your marketing investment. To learn more about our Endemic Marketplace, finding to hard-to-reach HCPs, and driving more activity for your brands, reach out to your Lasso Representative or email us at sales@lassomarketing.io to get started.
