Identifying high priority physicians:
The models should be developed to de-
liver strategic groupings of physicians as
the output. Each group should then be ad-
dressed in very different ways strategically
– hence a tailored, personalized solution.
; Physicians who don’t currently write,
and are not predicted to write in the future
become low priority. All spend should be
shifted away from these physicians, en-
abling the client to save money and/or
shift spend to high impact groups.
; Physicians who don’t currently write,
but are predicted to have a high likelihood
to write in the future become high priority.
Shift a lot of effort towards these groups –
focus on determining the right channels to
reach these physicians, the right message
to shift their behavior, and so on.
The level of predictive personalization
that comes out of this analysis is in large
part determined by the data and knowledge
put into the analysis. In the case above, an
agency can use demographic data, geographic data, writing behavior across a category, and content/message preferences.
This robust knowledge of a select group of
physicians allows the agency to really get
to know their audience. Not only does this
help with the accuracy of the model, it also
allows for very actionable outcomes. In this
case, the agency was able to eliminate spend
that was having no impact on their targets
and to shift their focus to creating content,
messaging, and communication plans for
specific physicians who they were more
likely to move the needle with. Without this
level of personalization some optimizations
could still have occurred, but they would
have been less impactful on the bottom line.
Not all agencies or brands have all of this
data at their fingertips, but it’s likely that at
least some of it is available. You probably
know more about your consumer than you
think you do. Get started with a simplified
model to start dipping your toe into pre-
dictive personalization. For example, you
may be able to look at the overlap between
field force calls and emails received, both of
which require you to know exactly who the
recipient is. Over time, you can develop and
implement a measurement program that
allows you to collect a more robust data set
and evolve the level of predictive personal-
ization you apply. Regardless of how much
data you currently have available it is key
that you make the most of the data that you
At the end of the day make sure your data
is always working (hard) for you; medadnews
K eri H ettel is V P , group d irector of analytics,
Data is everywhere
ata is everywhere! And, as marketers,
we should leverage data to improve
our ability to reach the target
audience that is most likely to be
receptive to and engaged with our
messages. As pharma marketers, we have a unique
challenge, as the highly restrictive advertising
landscape that we work within presents its own set
of obstacles. But we’re up to the challenge; we know
that if any industry can bene;t from the ability to use
data to increase the relevancy and results of digital
campaigns, it’s the pharma industry.
Let’s explore a few ways that we can leverage
data to improve our healthcare professional media
(1) Digital location-based targeting is nothing
new but the precision in which it can be done is
greater than ever before – in some cases, we can
target someone based on which ;oor/section of an
o;ce space they are located. Using this technology
to target HCPs when they are at key conferences and
trade events can be a critical element to any media
campaign, enhancing the at-show promotions
to meet a variety of objectives. There are also
opportunities to retarget an audience based on their
previous location, which can help with post trade
show follow-ups or re-contact strategies.
(2) Diving even deeper in to location-based targeting, we can leverage data about how frequent a
speci;c mobile device ID is at a speci;c location and
use that data to make an educated guess about who
the mobile device belongs to – very frequent visitors
to medical o;ces are likely HCPs, non-frequent
visitors are likely patients. This can be particularly
important in a hospital or clinical setting where
the physicians are hard to reach, or in cases where
reaching the support sta; is extremely important.
Combining this data with a brand’s target list can
be even more impactful – using media as a support
mechanism for the sales force.
( 3) Anonymized prescribing data can also be
leveraged to reach a sub-set of professionals that
are much more likely to take an action or consider
a brand/product based on previous behavior. This
strategy can also be employed in an attempt to
increase share of voice with a speci;c segment
of HCPs based on their prescribing habits in the
category (e.g. competitive treatments). We’ve also
successfully targeted HCPs based on their prescribing habits of treatments for known comorbidities
of the speci;c disease states for which our client’s
brand is indicated.
( 4) Lastly, we have recently seen an increase in the
number of media partners that have the ability to
provide physician level reporting on those HCPs that
have engaged with the media campaign/program.
While the opportunities to garner this level of detail
are still limited, the data is powerful for both sales
and marketing to consider. Data regarding the physicians that engage with a particular piece of content
on a social platform or publisher website may lead
a brand to modify its sales approach with that
physician during a subsequent sales visit – providing
di;erent materials, brand attributes or clinical data
points. As larger trends emerge within the physician
engagement data, a brand may consider developing
new sales material for a sub-segment of the HCP
audience or potentially revamping their current
materials to appeal to a speci;c type of physician.
Data is a powerful thing and as marketers we
have the opportunity to leverage data in new and
exciting ways to better our campaigns and provide
more relevant, timely messaging to our audiences.
In the years to come, there will be more data created
than has ever existed in the history of mankind. How
will you use it?
Michael Deichmiller is account director, Butler/Till Health Group.