Biopharmaceutical marketing has undergone radical change in recent years. In the year In the 1990s, marketing was primarily driven by the sales force and health care providers (HCPs), but in the 2020s, the number of sales forces has decreased significantly and health care professionals have become more difficult to find. 1
Then the Covid-19 pandemic turned the world of biopharmaceutical marketing upside down. Concessionaires' access to health professions is reduced. Visits to commercial representative offices and hospitals are completely avoided. Salespeople are beginning to replace face-to-face sales meetings with more digital and virtual solutions to communicate with healthcare professionals. 2 In a survey of more than 1,300 CEOs, healthcare professionals who responded found that more than 95% of supplier interactions occur through virtual channels. More than 75% of physicians said they would like to maintain or increase this change regardless of vaccination status, indicating that digital marketing is here to stay. 3
Traditionally, the biopharma industry has been slow to adopt new digital marketing technologies, but when the pandemic began, investments in digital marketing suddenly increased. 4 Many biopharmaceutical companies have begun to dramatically increase digital marketing. In the year Biopharmaceutical companies will spend $9.53 billion on digital marketing in 2020, a 14.2% increase from 2019. 1 , 5.
This article explains what can be paid in this new field of digital marketing. We will also look at how we can engage healthcare providers using digital channels, providing them with information they value.
Identify what works and what doesn't
Marketers have visibility into what's working and what's not in the new digital marketing landscape. 6 Research shows that only about half of respondents in the pharmaceutical and biopharmaceutical industry use quantitative metrics to determine the long-term impact of their marketing efforts. As a result, few biopharmaceutical marketers clearly understand which efforts are most effective. Research shows that marketers waste 26 percent of their budget on ineffective tactics and strategies. 1, 6, 7
This means that as biopharmaceutical companies increasingly focus on digital marketing, they may be missing out on opportunities to engage their markets using more relevant and targeted communications. Biopharmaceutical companies typically market their products to large audiences using a wide range of channels, such as television, the Internet, and sales representatives, but this comprehensive approach often results in fragmented and inconsistent messaging. 6 The health profession is already overcrowded. Therefore, it is important to use analytics and data to accurately understand the right content, the right channel and the right time to send messages. 3, 8
For example, healthcare professionals have difficulty using traditional Internet marketing. According to a recent report, many physicians now spend less than 10 working hours online each week, while the average American Internet user spends nearly 7 hours per day. 9
In contrast, physicians spend an average of 4.5 hours per day interacting with an electronic health record (EHR). They spent an average of 16 minutes interacting with a patient in the EHR. If the average healthcare professional sees 20 patients a day, that means they spend 320 minutes (about five and a half) in the EHR system every day. 9, 10 This provides a good opportunity for pharmaceutical companies to talk to general practitioners, which is critical because the sales force reduces access to health care professionals. 11
Veradigm Digital Health Media delivers messages directly to healthcare professionals through the channel they use every day at the point of care: the EHR*. When using an EHR, Veradigm's ability to reach healthcare professionals means they can be reached more often and faster than other advertising options.[1] When advertisers try to reach doctors with banner ads, 80% don't even see the banner because ad blocking software is blocking it. 9
The EHR is also a communication tool for many healthcare professionals. Research shows that 78% prefer product improvements through the EHR. 12
Listen and learn
Marketers are increasing their spending on various digital channels, but in doing so they have made a significant shift from personal to impersonal advertising. 2, 10 Even when using EHR messaging, many biopharmaceutical companies use this opportunity to repurpose banner ads from other digital channels. However, the EHR offers the opportunity to provide more personalized and targeted information. 12
Recent studies show that many health care professionals believe that pharmaceutical marketers do not understand their needs : 13
• 70% of healthcare professionals say providers do not fully understand their needs and expectations.
• 62% said they felt overwhelmed by promotional content related to the products they received.
• 63% say that a company only wants to share useful content
Previous studies have found similar results : 13-15
• 64 percent of healthcare professionals say they receive too much digital content from pharmacies.
• 65% said they were spammed by at least one pharmaceutical company during the outbreak.
Healthcare professionals expect more from pharmaceutical brands. 8 They need tools to help them use different medicines, such as questions, biopharmaceutical medicines or information and resources that can help them in their daily activities. 12 Studies show that prescribers are increasingly relying on EHRs to integrate the same tools and capabilities they use externally into their workflows. 16
What do health professionals want?
One of the most important opportunities for marketers, according to the survey, is to support healthcare professionals' interactions with patients by providing high-quality point-of-care patient education and tools. The supplier also needs : 16
- Easy-to-use drug and prescription information
- Drug sample prescription tool
- Easy-to-use channels to reach sales representatives
- Other resources to help patients
According to a survey, health professionals found information on drug delivery programs very useful. 17
Effective point-of-care EHR marketing can help you communicate your brand message during patient encounters. 10 Veradigm Digital Health Media uses real-time anonymized EHR data to deliver highly targeted brand awareness messages so your message reaches their preferred providers through the channels they use every day. Awareness messages are sent to many fans. Clinical workflow components are used daily in provider/patient encounters, enabling contextual integration where it matters most, all while complying with HIPAA and other applicable laws. 10, 12 Veradigm Digital Health Media provides point-of-care messaging with multiple EHR platforms and also helps you reach specific providers.*
Biopharma has undergone a digital transformation in recent years, completely changing the marketing landscape. Digital marketing offers a potential answer in a world where traditional marketing strategies are ineffective and healthcare professionals are not available, but it can be successful if marketers focus on channels and content that is delivered and delivered effectively. Veradigm Digital Health Media can help you achieve this by reaching providers through the channels they use every day (their EHR*) and using real-time data, allowing you to target messages at the times and situations that matter most to both. from you Health care providers and their patients.
Contact us to learn more about Veradigm Digital Health Media and how we can help you engage your target audience.
Reference:
1. Haimowitz I. Measure twice, cut once: AI in biopharmaceutical marketing. Deloitte. Updated August 9, 2022. Accessed December 10, 2022, https://www2.deloitte.com/us/en/blog/health-care-blog/2022/measure-twice-cut-once-ai-in-bioparma-marketina.html.
2. Phillips N. Trading health professions in a new world order. PharmacyExec.com®. Updated May 30, 2020. Accessed December 10, 2022, https://www.pharmexec.com/view/marketing-hcps-new-world-order.
3. Wolf F, Shah S, Meier C, Schulze U. What Doctors Want and What It Means for Biopharma Now. BCG updated on July 27, 2020. Accessed February 22, 2022, https://www.bcg.com/publications/2020/what-doctors-want-and-what-this-means-for-the-biopharma-industry.
4. Kudumala A, Connersman T, Israel A, Miranda W. Biopharma Digital Transformation: Achieving Excellence Through Digital Innovation Advances. Deloitte® Insights. Updated December 8, 2021. Accessed December 10, 2022, https://www2.deloitte.com/us/en/insights/industry/life-sciences/biopharma-digital-transformation.html.
5. Dosch B. Digital Advertising Spending in US Healthcare and Pharma in 2020. Insider Intelligence - eMarketer. Updated September 30, 2020. Accessed December 10, 2022, https://www.insiderintelligence.com/content/us-healthcare-pharma-digital-ad-sending-2020.
6. Miller M, Ramamurthy S. How AI can help increase biopharmaceutical marketing ROI. The Wall Street Journal. Updated March 23, 2021. Accessed December 10, 2022, at https://deloitte.wsj.com/articles/how-ai-can-help-drive-biopharma-marketing-roi-01616526137.
7. Benes R. Marketing wastes a quarter of the budget. Internal Intelligence - eMarketer. Updated March 23, 2018. Accessed December 10, 2022, https://www.insiderintelligence.com/content/marketers-waste-about-one-fourth-of-their-budgets.
8. Jain M. Seven trends affecting drug marketing for physicians. Health ratings updated on September 6, 2022. Accessed October 14, 2022, https://b2b.healthgrades.com/insights/blog/seven-trends-affecting-direct-to-physician-pharma-marketing/.
9. Verdigm Send messages to the right healthcare professionals at the right time via the electronic health record (EHR). BioPharma Diving. Updated August 15, 2022. Accessed December 10, 2022, https://www.biopharmadive.com/spons/messaging-the-right-hcp-at-the-right-time-via-their-electronic-health-recor/. 629002/.
10. Mr. Warren. Why is your multi-channel marketing mix one-time marketing DSE - Partner Content - MM Mask + M. Platform. Updated on July 30, 2021. Accessed February 22, 2022, from https://forumask.net/why-your-multichannel-marketing-mix-should-include-ehr-point-of-service-marketing-partner-content-mm-d/
11. Sporrer L, Bogus S. Electronic health records and drug advertising. CMI Media Group. Updated on February 23, 2021. Accessed on February 23, 2022, at https://cmimediagroup.com/resources/electronic-health-records-and-pharmaceutical-advertising/.
12. Rifsnyder c. Emphasizing the value of caring messaging. Verdigm updated on March 24, 2022. Accessed December 11, 2022, https://veradigm.com/veradigm-news/value-of-point-of-care-messaging/.
13. Adams B. The digital push in pharmaceutical marketing has been overwhelming for clinicians. The solution? Train professional digital marketers. Sensational pharmacy. Updated January 10, 2022. Accessed October 13, 2022, https://www.fiercepharma.com/marketing/drive-to-digital-pharma-marketing-overwhelming-doctors-as-industry-must-train-up.
14. Missakian N. How can pharmacists avoid the "competence promotion" of health professions? With simulated campaigns and storytellers. Sensational pharmacy. Updated February 16, 2022. Accessed October 14, 2022, https://www.fiercepharma.com/marketing/how-can-pharma-avoid-spamming-hcps-synchronized-campaigns-and-storytelling-marketing.
15. Missakian N. Please don't spam us as healthcare professionals demand more from pharmaceutical retailers. Sensational pharmacy. Updated January 4, 2022. Accessed October 15, 2022, https://www.fiercepharma.com/marketing/hcps-want-less-clutter-more-relevance-from-pharma-marketers-survey-shows.
16. Heinold M. What Prescription Writers Want. PM360. Updated February 9, 2015. Accessed December 12, 2022, at https://www.pm360online.com/what-prescribers-really-want/.
17. Pharmaceutical companies have improved their relationships with healthcare providers in the age of Covid-19, according to a new study from Accenture. Emphasis Updated August 10, 2020. Accessed December 12, 2022 https://newsroom.accenture.com/news/pharma-companies-have-improved-how-they-engage-with-healthcare-providers-during-covid-19 - new-research-from-accenture.html .
* Veradigm Digital Health Media Services operate in compliance with HIPAA and other applicable laws. In addition, the EHR displays separate ads from the EHR Clinic and Practice Management workflows in an iframe next to the EHR workflows. No biopharmaceutical or device ads are displayed during the prescription.
