Unifying HCP and DTC marketing for improved outcomes
This TrendTalks session, sponsored by Swoop, highlighted new tactics for targeting DTC and HCP audiences.
Increasingly, marketers are turning to ML/AI and real-world data to help them unify their HCP and DTC engagement, target precise patient audiences and their associated HCPs, drive Rx lift and improve outcomes.
Panel participants agreed that the increasing overlap between the HCP and patient audiences is creating new opportunities to uncover content, channel and message affinity for those audiences. “Doctors and patients consume a lot of the same media,” said Jennifer Ryan, director, patient marketing, microbiome at Ferring Pharmaceuticals.
This new viewpoint is prompting pharma marketers to adopt a more consumer-centric approach when targeting HCPs. While piloting peer-to-peer social programs with key online HCP influencers across different social platforms, Leanne Miller, associate director, CX and commercial acceleration at Organon, realized that for certain disease states and brands, the messaging was reaching patients, or healthcare consumers, as well.