4 KeyTactics for Pharma Brands to Implement an Effective Point of Care Trigger-Based...

4 KeyTactics for Pharma Brands to Implement an Effective Point of Care Trigger-Based Marketing Campaign

Harshit Jain MD, Founder; Global CEO, DocereeHarshit Jain MD, Founder; Global CEO, Doceree
Point of Care platforms present an opportunity for pharmaceutical brands to communicate with physicians in real time. When it comes to an effective approach on Point of Care channels, trigger-based marketing provides an impactful method for companies to elevate interactions by reaching their target audience at opportune moments when their content will resonate most with physicians. Whether the campaign is being facilitated on the EHR workflow, eRx, telehealth or messaging platform, the real-time behavior of physicians provide valuable data analytics that will advise marketers about when trigger-based communications should be conveyed to physicians. These key tactics will empower marketers to effectively implement a trigger-based marketing campaign on Point of Care platforms that will enrich their digital communication efforts.

Convey hyper-targeted messages at opportune moments

Trigger-based marketing initiatives have to capitalize on opportune moments to raise the efficiency of communication with physicians. During those ideal instances, pharmaceutical companies can bolster their marketing efforts by sharing hyper-targeted messages that are of interest to their target audience. The blend of precision messaging and the perfect timing, equips marketers with the ability to elevate the awareness of their messages to gain traction with physicians. By utilizing data analytics that uncover when physicians are most likely to be receptive to digital communications, trigger-based marketing will optimize the value of the content being distributed in campaigns.

Utilize AI-powered technology to examine and expand data analytics

To improve the efficiency of trigger-based content, marketers need to take an in-depth look at the data analytics from previous campaigns and identify the behaviors and preferences of their target audience. With the assistance of an AI-powered solution, brands have the ability to analyze the data to compile the right times and messages that will be most effective to garner awareness with a physician. With an AI-based approach, the content is personalized to physicians based on their previous behaviors such as disease diagnosis, Rx prescription and treatment recommendations.

The implementation of data-driven insights supports marketers with the guidance on the type of messages, along with the preferred platform of physicians to receive communications on, so the campaign is orchestrated accordingly to elevate its impact.

Share messages when it benefits physicians during their medical journey

Remember, physicians are on Point of Care networks when they are in the medical mindset. By gaining data-based insights, marketers are able to personalize the trigger-based messages that are being delivered to physicians. Further, data-driven decisions are instrumental in cultivating a campaign that aligns with a physician’s journey. For instance, following the diagnosis of a patient, a physician can be delivered a hyper-targeted message when a physician is at the eRxphase of their communication with a patient. If a message about a Rx that’s unrelated to the symptoms or disease of the patient is shared, then it becomes irrelevant for the physician’s dialogue with their patient. By providing trigger-based messages that are informative and helpful based on the physician’s behavior, then the content is assured to be of interest and pique their attention. Therefore, trigger-based content should be imparted in a non-coercive manner. Since, Point of Care initiatives are being utilized to educate physicians while they are supporting patients, it’s crucial to not have the exchange attempt to persuade physicians. When executed properly, physicians will view the information as a valuable resource to expand their medical knowledge in their specialty.

Institute call-to-action messages without click-to-action tasks

Often trigger-based content encourages the individual to click on the message to learn more about a medical product, service or disease. When developing materials for a Point of Care campaign, it’s important to craft the communication around call-to-action messages that are devised to educate the physician in realtime or following the patient’s visit. Throughout the physician’s journey on Point of Care platforms the patient must remain the priority, and the physician shouldn’t be disrupted from their interaction with the patient and be required to participate with the content being displayed. Additionally, it’s beneficial to emphasize video content towards a physician to articulate messages, so the learnings can be viewed and digested easily without distracting the physician while in the midst of conversing with a patient.

These approaches to trigger-based marketing campaigns will streamline the communications pharma marketers can employ to better connect with physicians on Point of Care platforms. By embracing data-driven tactics, the exchanges on digital channels have the opportunity to build a strong foundation of awareness around the allotted messages for marketing projects that want to achieve the maximum impact of the interactions in real time. The ability to amplify content as part of the workflow of medical professionals provides an enormous benefit for both marketers and physicians.