- February 21, 2019
- Posted in Lab Testing Insights
This post was last updated on December 29, 2020 at 4:04 pm
A 5 Part Series By Matt Apprendi, VP of Digital Products
We’re excited to write about one of the most emerging themes for Life Science brands to harness: real world clinical diagnostics data to power HCP omnichannel marketing. We’ve decided to break this blog post into five tranches to explore this emerging arena where early adopters are synchronizing all promotion activity based on clinical diagnostic insights for competitive advantage.
- What is HCP omnichannel for life sciences?
- What data sources are available?
- What types of deterministic and AI segments are available?
- What offline & online activation channels are available?
- What does measuring and optimizing success look like?
Part One: What is Omnichannel for Life Sciences?
I joined Prognos last year as one of the few business executives WITHOUT a background in the healthcare industry. My last decade of work experience has been building B2B and B2C data-driven marketing and advertising technology applications — albeit not for pharmaceutical companies! So the learning curve began.
As a frontline member of Prognos’ product and marketing organization, I’ve been able to interact with dozens of our life science clients who deliver life saving therapies for patients diagnosed with rare, broad, and oncology conditions. Each have their own specific marketing, branding and ROI objectives, but one theme rung true: relevancy and timing is paramount. This is not an epiphany, every brand across all industries has this intrinsic need and continues to optimize toward this imperative as new tools are made available. Specific to the omnichannel conversation, I’m going to add in a third imperative, synchronization. The ability to intelligently coordinate between all channels versus operating each channel in silos.
I firmly believe relevancy, timing, and synchronization are even more paramount for pharmaceutical brands looking to stand out, make a difference, and bring awareness to a finite amount of HCPs treating more than 300M patients in the US. Every moment a brand has the opportunity to send a message to an HCP requires that much more of a burning desire to get it right. If you don’t have relevancy, timing, and synchronization, your brand will “washout” in the sea of other messages HCPs receive across marketing channels.
So what’s the big news for pharmaceutical manufacturers? The information technology that has digitized other industries is now available for their use and meets all compliance and regulatory matters. It’s just a matter of organizational change management and commitment from the top to usher these innovative technologies into their workflows – early adopting life science firms will gain competitive advantage and the industry as a whole will create better outcomes for patients.
So what’s happening? Below is a graphic showcasing the trend we’ve been witnessing as firms adopt an omni-channel framework across their portfolios to intelligently message HCPs across all promotional channels.
To wrap up part one of this series, let’s hash out the omnichannel imperatives:
- Relevancy: What message should I deliver to HCPs?
- Timing: When should I deliver this specific message to HCPs?
- Synchronization: Where should I deliver this message to HCPs?
Next up in our clinical diagnostic data for HCP omnichannel marketing series will be what data sources are readily available to help power relevancy, timing, and synchronization across all your marketing channels? Look forward to everyone’s thoughts.