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As we head into a tough budget season, it’s more important than ever to maximize the impact of your marketing dollars, ensuring your advertising strategies are focused on more than just selling to your customers and strengthening your relationship in a challenging economic climate. In the healthcare communications industry, this means engaging with healthcare providers intelligently and making sure your digital touchpoints are driving toward a better health outcome rather than feeling like “spam”.
Love it or hate it, the favorite buzzword of 2022 was “omnichannel”, that is, using coordinated messaging, powered by data, to reach and educate providers and consumers through multiple channels. This year, in order to see the results that omnichannel promises, healthcare companies will need to dive deeper into their engagement strategy and consider:
1. What do their audiences specifically want on each channel of the digital ecosystem?
2. How can they further enrich that experience through media?
Enter: the endemic healthcare marketplace
We know that doctors and other healthcare professionals all have their favorite websites to consume medical topics, where they research and read about conditions, treatments, and more. This helps us answer the questions above - on the open internet, it can be hard to reach certain providers through traditional programmatic channels and even more difficult to properly engage with the addressable HCPs during their leisure time. However, healthcare websites and journals such as GoodRx, the BMJ, Haymarket Medical Network, Healthline, and others are avenues through which brands are able to reach HCPs while they are already in a healthcare mindset, trying to find a solution, and highly tuned in to educational content.
For example, our Endemic Marketplace is comprised of premium inventory on the most visited medical websites by healthcare professionals. By adding this layer into an omnichannel strategy, marketers will be able to help their audience problem-solve and provide net new value while they are most receptive to information.
Reaching high-value providers means more prescriptions and better outcomes
One of the greatest benefits of tapping into the Endemic Marketplace is achieving incremental reach - this is the additional number of those elusive HCPs that you’re able to engage with on medical websites because they aren’t usually addressable through other channels. In the healthcare communications industry, this extended reach means improved lives and better health outcomes for more people.
A Case Study: Endemic Healthcare Provider Campaign and Net Rx Impact Analysis
Last year, we proved the real-world impact of leveraging our Endemic Marketplace on the growth of a leading brand of heart disease medication with BioPharm Communications. Since BioPharm’s existing offering involves creating individualized experiences for targeted HCPs from a clinical perspective, they knew they would benefit from expanding their existing programmatic and omnichannel reach to additional endemic placements for more preferred content consumption.
For this campaign, our goal was to show improved reach, media engagement, and real-world impact attributed to serving 3rd-party branded ads to reach high-value physicians who were traditionally not found on the open internet. In addition, this would provide a more educational and relevant experience, without feeling overly promotional with brand messaging.
Our work with BioPharm led to an incremental HCP reach of 1.76%, surpassing the average benchmark for endemic campaigns by almost 70%. This means the heart disease medication brand was able to engage with a significant number of net new physicians that would have otherwise not been addressable via non-endemic sites. Then, we leveraged our built-in Measurement Suite to uncover the net prescription impact of endemic media exposure on real-world actions. When compared against a qualified control group of unexposed counterparts, HCPs who were exposed to the campaign wrote 29.6% more new prescriptions and onboarded 27.8% more new patients to the medication.
The significant increase in prescription activity shows that expanding an omnichannel strategy to include endemic websites does in fact allow marketers to expand their reach while creating a stickier and more contextually relevant experience for HCPs and consumers.
Let’s improve lives together
As the competition grows in the healthcare industry on traditional programmatic, there are still huge opportunities for marketers to achieve BioPharm Communication's success through the priority access we provide to premium endemic healthcare inventory. We're leading the next generation of healthcare campaigns, coordinating endemic and non-endemic media experiences for providers and consumers so pharma brands, hospitals, medical devices, and more can increase the health impact of their marketing dollars.
