Around 43% of pharma marketers in India now prefer programmatic messaging platforms to reach out to physicians, utilizing its ability to segment healthcare experts and align their communication for optimization and better business outcomes, as per a report by Doceree.
The report by Doceree, titled ‘Programmatic Trends in Pharma HCP Marketing 2022’, states that amid the chaos the recurring waves of the pandemic have created, pharma marketers are shifting their focus to newer and innovative solutions to engage physicians, apparent from the phenomenal rise in programmatic messaging technologies.
To understand how the medium is evolving, Doceree delved into inventory and campaign behaviour trends of its multiple partners, studying over 1,100 campaigns. These were run on a mix of 165 physician-only publisher platforms via Doceree by 102 advertisers - consisting of consumer healthcare and medical devices companies, life sciences brands, hospitals, and diagnostics, covering 100+ specialties.
The report points that pharma’s digital ad spending has risen considerably worldwide and the trend is expected to grow further on the back of programmatic fuelling its growth.
“The trend looks promising as we see pharma brands earmarking a significant budget to programmatic marketing,” said Harshit Jain MD, Founder and Global CEO, Doceree. “We are seeing five out of ten dollars spent on digital being set aside for programmatic messaging.”
The report captures the popular trends that are shaping the programmatic pharma physician marketing space.
As per it, programmatic has gained prominence among endemic publishers. It states that in 2021, there was a jump up to 53% in the exposed programmatic inventory of endemic publishers - HCP-only digital platforms such as medical education sites, HCP networking sites, medical associations, and medical journals that HCPs visit to advance their professional knowledge or to connect with their peer group - on the back of their partnership with specialized ad exchanges.
It adds that the piqued interest of pharma brands in first-party data and significant surge in performance campaigns on endemic walled-garden, and point of care platforms – e-prescribing (eRx), telehealth, and electronic health record (EHR) platforms - where data is collected directly from the physicians via log-ins. There has been a 39% year-on-year increase in the usage of such platforms.
Further, 29% of marketers globally are mulling boosting budgets for trigger-based campaigns on Point-of-Care channels as they are in dialogue with partners for planning and activation.
It also states that brands are eager to keep up their spending across secondary-based institutions like hospitals, nursing homes and research institutes going into 2022 when targeting physicians of a particular specialty.
The data analysis of the report disclosed a 135% increase in spending on account-based campaigns by brand marketers handling medical devices in 2021 over the previous year.
“When executed properly, programmatic is a powerful tool to bring targeted scale for pharma marketers,” Jain said. “For publishers, it offers promise to align relevant messaging and platform experience for physicians visiting the respective sites.”