As programmatic, next best practices, artificial intelligence (AI), predictive modeling, and other common techniques are adopted rapidly in the healthcare provider (HCP) medium, we're seeing a greater focus. NPI identifier). There are many reasons why target lists are preferable or sometimes necessary for advertising and news. However, care channels – especially Electronic Health Records (EHR) – are uniquely positioned to leverage real-time, real-world data to maximize advertising impact. Especially considering the value of meeting the target . This allows marketers to examine HCP behavior that occurs during bottom-of-the-funnel meetings where accelerated treatment planning decisions are made.
In this article, we examine the stages of the drug commercialization funnel, examine the impact of EHR messages on healthcare professionals under the commercialization funnel, and present a case study that illustrates this impact.
Pharmaceutical Marketing Funnel
The pharmaceutical marketing funnel consists of three stages: top, middle, and bottom. Each phase has its own goals and strategies based on how close it is to actual diagnosis and treatment. The upper and middle funnel levels use a wide range of media solutions to reach as many interested clinicians as possible and play an important role in public perception.
It is important to note that the upper and middle funnel strategies are far from clinical confluence and aim to capture general awareness and treatment of pharmaceutical brands. This in no way diminishes its impact or importance. He pointed out that they needed different goals and key performance indicators (KPIs). A provider's brand awareness goes a long way when it comes to watching your favorite video streaming service, but this dating distance requires a different approach and different expectations.
These upper and middle funnel stages include non-local (outside the clinical setting) and local (within the clinical setting) removal. Non-endemic outlets provide the greatest possible reach and efficiency through their unique ability to connect and engage providers when interacting outside of the clinical environment. Endemic editors dig deep into their chosen subject, connect with the medical community, peer-to-peer clinical discussions, peer-review medical content, and learn what healthcare professionals need to stay current in their field. Local publisher ads and local content often play a more intermediate role in the effective funnel of interacting with branded drug content and sources.
They "pave the way" for lower funnel marketing.
Lower funnel marketing and EHR messaging
Opportunities to reach audiences through Electronic Health Records (EHRs) must be adapted to a bottom-of-funnel approach. The touchpoint is not necessarily about reach, but about conversion with a very select audience at the final meeting point and decision point. Messages in Electronic Medical Records This may not be the first time healthcare professionals learn about brand messages, but the last time they can learn from them is before important care planning decisions are made. At Veradigm, we typically see 6% to 20% overlap between our audience and the target list provided by our clients. However, we can see a direct correlation between the environmental relevance of EHR and the acceleration of diagnosis and treatment. The following case study illustrates this effect.
case study
Practice Fusion includes a two year measurement of this transition pattern for chronic conduct disorder sending awareness messages to the Practice Fusion EHR platform. *Practice Fusion is primarily used by small independent medical practices. High base supply level. The aim of this research is to find out whether brand awareness messages in EHR speed up processing time. The measurements were carried out in fusion practice, a closed system.
target parameters
Various targeting parameters are used in campaigns:
- We have a simple list of NPIs in the first decile
- We've added a level of custom targeting; While primary care routinely diagnoses and treats this disease, specialists are more concerned with this diagnosis.
- Finally, we include patient-centric targeting. In other words, we use anonymized, real-time, and HIPAA-compliant structured data during meetings to ask new questions. Possible triggers:
- Patient diagnosed but not taking medication?
- Is the patient using the drug, but is it a likely candidate for switching based on tolerability, efficacy, or insurance coverage?
Analyzing two years of data, we found a significant difference in time to start treatment. This was true not only for advertised brands, which were started after an average of 180 days, but also for other treatments in the drug class, which were started earlier, on average.
Obviously, this data may contain distortion and noise. Several other brands in this drug class are also advertised on Experience Fusion. Many of these doctors are influenced by other ecosystems. This type of overlap is likely to occur when you press down on the bottom of the funnel. This isn't the first time this vendor has received branding information, but it could be the most important.
results
Results? In our own closed system, we found that our providers dispensed brand-name prescriptions almost twice as fast: 64% of provider-diagnosed patients in the test group were prescribed brand-name drugs within 6 months. 26% in the control group. [1]
Real World Data (RWD) allows marketers to evaluate and improve targeting much more quickly than the 90-120 day timeframe associated with evaluating external performance datasets. RWD provides the ability to use input from multiple data sets to monitor key predictions. This in turn allows for more refined and simplified targeting than customer-provided HCP target lists. Ultimately, this means faster assessment, treatment planning, and better patient care.
*Workflow Services comply with HIPAA and other applicable laws. Practice Fusion displays EHR ads in an iframe window along with EHR workflows, separate and separate from clinical management workflows and practices within EHR. No biopharmaceutical or device advertisements will be shown at the time of prescription, in accordance with applicable law.
[1] Sample data set from Veradigm from January 2021 to June 2022
