3 Key Things You Need to Know for Marketing to Physicians

No doubt marketing to Physicians is a daunting task. Unlike the travel or retail industries, health and pharma marketers’ efforts to effectively reach large numbers of healthcare professionals are overshadowed continuously by stringent regulation, thus keeping brands tip-toeing in the name of consumer safety and brand. 

And now, the pandemic has changed everything. 

With less physical access to Physicians and an increasing emphasis on value-based care, pharmaceutical and medical devices brands have to rethink their strategies and find the best ways to connect to healthcare professionals. 

If we stand in the shoes of a healthcare professional, considering their busy schedules, an idea of good communication would include useful, concise, and easy to consume materials rather than the traditional product brochures. So, where do they find such easy to consume content? They can find it digitally.

Precise Targeting

Persuading medical professionals that a product is worth their attention is all about providing the right information. And clinical data isn’t the only deciding factor! There are several other factors such as the price of the drug, the type of patient to whom the medication will be prescribed, the brand, the protocols, among many others. In order to get all this information, Physicians are shifting to an expansive array of information sources, especially online channels.

And indulging in such information needs would require Pharma marketers to identify and profile healthcare professionals by their demographics such as (age, speciality, location, size of organisation), activities and content consumption behaviour (from which sources they consume the content). 

Refining the target prospects will make Pharma marketing even more effective. Marketers can take help from Doceree’s identity-resolution tool such as the Espyian AI engine that integrates with live databases of healthcare professionals and helps in identifying an individual and creates their unique profile. 

Make the content more effective

We all have heard that content is king when it comes to marketing. And this adage is true even when it comes to marketing to doctors. By providing audience relevant, accurate and fresh content, marketers can build trust and position themselves as the leader within the industry.

And nowadays, videos and case studies play an important role in impactful Pharma marketing. Videos and case studies are concise and to the point which is best for the physicians. Moreover, various researches have shown that videos help viewers retain information in a better way as compared to plain text.

Incorporate programmatic advertising

As said before, pharmaceutical and medical device firms have to work within strict regulations that govern the messages they share with Physicians and the use of private information for commercial purposes; which eventually creates unique challenges in front of them.

However, programmatic advertising addresses the issue for brands as it automatically detects and avoids content or contextual factors deemed unacceptable to brands.

This is known as contextualisation. Contextualisation tools scan and filter content on an enormous scale, in real-time. Moreover, programmatic advertising also enables customized messaging at different points in time which means brands can tailor messages to consumers at various stages of a purchase cycle. 

Brand safety measures and contextual filters protect the brands, and the combination of the two creates an impactful advertising experience. This results in making the consumer satisfied as they are receiving the relevant content, and the brand is also satisfied as they have connected with their target audience in a meaningful way.

Now, programmatic advertising is effective only if one is using the right technology. With self-service platforms such as Doceree, healthcare marketers will know whom they are targeting, on which channels, how often, and can even track the result in real-time. Moreover, with its proprietary technology ESPYIAN, marketers can optimize both their content and costs.

Docere​e is 1st global network of Physician-only platforms for programmatic marketing. Its proprietary AI tool ​Espyian, identifies and precision targets healthcare professionals for a truly personalized experience digitally.

To know more about Doceree Physician marketing, click here!