How automated marketing campaigns benefit pharma brands
Pharmaceutical brands allocated 66% of their marketing budgets to digital initiatives in 2020, and this category continues to grow with digital ad spending in the United States projected to surpass £11 billion this year.
The investment in programmatic technologies and partnerships in the sector increased as the pandemic required pharma marketers to adopt automated marketing solutions to connect with physicians. As the rise in digital platforms persists with marketers, these are ways pharmaceutical brands can amplify marketing campaigns, by integrating programmatic solutions to improve physicians' communications.
Understanding the physician’s journey
A study revealed that 87% of HCPs want either all virtual or a mix of virtual and in-person meetings once the pandemic concludes. Pharma marketers have to establish programmatic policies to communicate effectively with physicians on their desired platforms.
Whether it’s a telehealth or EHR medium, a digital approach emboldens marketers to gain insights into a physician’s preferences. Marketers gain intel on the formats, channels and moments when physicians are most receptive to messages. Understanding the behaviours of physicians and their usage of platforms during their workday will dictate the type of marketing tactics to deploy to generate positive results.
For instance, research published by the Journal of the American Medical Association discovered that female physicians spend about 30 minutes more per day on EHR platforms than male physicians. By gaining foresight on the channel usage of a sought-after physician, marketers are poised to craft and serve messages on platforms used more frequently that will be well received by medical professionals to optimise campaigns.
Precision targeting solutions
According to Gartner, a reported 63% of marketers struggle to personalise digital marketing initiatives. However, precision targeting capabilities deployed via an AI-powered platform enable marketers to personalise the content that is shared with physicians.
With the ability to identify the types of communications that resonate the most, marketing plans are elevated across digital channels. Through pairing AI and programmatic technologies, engagement rates are raised with data analytics supporting the customised content that is being shared with the target audience.
While 84% of the marketers stated that AI/ML technologies enhance the ability to deliver real-time, personalised experience in the Gartner study, it also discovered that only 17% of the respondents are using AI/ML broadly for marketing projects.
The digital footprint across digital platforms is a resource that empower marketers to pair with automated strategies to deploy tailored messages that will boost business outcomes.
Serve trigger-based messages
Now that 86% of all office-based HCPs use an EHR system, without a premium programmatic approach, pharma marketers aren’t able to efficiently interact with physicians on EHR platforms.
The ability to enrich interactions during a physician’s workflow on Point of Care networks is a valuable asset for pharma marketers to convey informative messages while they are in a professional mindset.
With the power of data analytics via automated platforms, marketers are able to optimise trigger-based content to align with personalised content that supports the physician’s dialogue with patients about Rx prescriptions and treatment recommendations.
Further, pharma marketers can effectively share trigger-based messages on Point of Care networks that advise physicians via call-to-action messages, guiding exchanges with patients in real time or following the patient’s visit.
Real-time data analytics
Since programmatic methodology is still evolving in the pharma and healthcare space, transparency is key to advance adoption of automated marketing tactics. With the ability to obtain real-time analytics on campaigns, marketers have an advantage that they didn’t have previously — the authority to refine marketing efforts and content mid-campaign. With the ability to decipher the successes and weaknesses of a campaign, marketers are able to optimise these via data-based decisions.
This year, 43% of marketers said improving the use of data and analytics is a priority. With insights on how receptive physicians are to messages, along with how and when content is being served, marketers are able to refine marketing plans, to maximise results for their campaigns.
Automated marketing solutions are valuable assets for pharma marketers to improve the impact of campaigns. With a data-driven approach supported by physician-level insights, pharmaceutical brands can enhance their communications with physicians to achieve greater business outcomes.
5 mins with... Johannes Bhakdi, Quantgene
Quantgene is a US biotech company that uses AI and the cloud to do genomic testing. It was founded in 2015 to focus on cancer - integrating advanced genomics and molecular diagnostics systems with the cloud and AI systems.
CEO Johannes Bhakdi tells us Quantgene is the first COVID-19 testing company to fully integrate variant identification - we find out more.
Given the new Delta and Lambda variants, is the coronavirus mutating at a faster rate than most viruses?
The reason SARS-COV2 is mutating on a perceived higher rate is not that the individual viruses mutate at a higher rate, but that the base population infected with the virus is vastly higher. The absolute rate of global mutations is a direct function of how many people have the virus at any given point in time. Since this is a global pandemic, and tens of millions have been infected, we see more mutations.
That makes it more unpredictable, because any single mutation that has an evolutionary advantage - like the Delta variant - can then take over and spread even faster.
What is the usual process for testing and analysing viral mutations?
The most effective tool for analysing mutations is Whole Viral Genome sequencing. It allows you to read out the entire genome of the virus. Once the wet-lab sequencing is complete, we use this information to map it against what is called a "reference genome", meaning the classic SARS-COV2 genome. This allows us to then see any differences between the investigated sample and the baseline genome of SARS COV2.
We then use these differences to map them against a database of known mutations, like the Delta variant. That way we can see if we are dealing with any known variant, and if we have a new variant at our hands, as well as determine what this new variant does to the spike protein and how likely it is to be a problem with antigens and vaccines, based on the changed protein structure. This last step is not easy and not clear-cut, and there is some speculation into the determination of how problematic the mutated proteins are.
What does Quantgene do differently?
At Quantgene, we are focusing on solving problems for our clients - may it be employers, movie productions or governments. That means we ensure that our client gets the COVID protection they need in the fastest possible time frame and at the highest precision possible - mostly at or below market prices.
We are bringing together technologies like RT-PCR testing and mutation profiling/sequencing, as well as advanced bioinformatics and computational resources to ensure high-quality results are being delivered seamlessly.
We are also adding important components such as real-time cloud software and medical services to it. Simply put, we turn the COVID problem into a one-click seamless solution that works better than others, so companies and government clients don't have to deal with laboratories, medical or software providers who point fingers at each other and fail to deliver in time and with high precision. COVID is too dangerous and important to risk falling short.