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4 Key Tactics for an Effective Digital Point-of-Care Messaging Campaign

The implementation of a successful point-of-care messaging campaign within digital platforms is driven by data analytics. Metrics are vital to guide the type of messages and the timing for when the interactions are conducted with healthcare professionals (HCPs) by life sciences brands. Whether a marketer wants to reach HCPs on telehealth, e-prescribing (eRx), or electronic health record (EHR) medium, virtual exchanges must empower physicians with critical information that elevates care delivery. Therefore, the communications being deployed during an HCP’s journey need to enrich the experience of the medical professional by raising awareness about a therapy or a drug in a manner that enhances the HCP-patient visit. Considering the progress of communication initiatives in the digital life sciences category, marketers can implement these tactics for an effective point-of-care messaging campaign.

Personalize communications to an HCP’s specialty for superior messaging campaign

Taking a one size fits all approach with point-of-care interactions is a miscalculation that will drastically reduce the impact of messages being shared to HCPs. According to a Gartner report, 63% of marketers struggle to personalize digital marketing initiatives. Thus, life sciences brands must utilize data analytics available to tailor communications that will be an educational resource to the prescriber. If a message misses the mark when deployed to an HCP, then the effectiveness of the program suffers along with the health outcomes of the patient. When operated at a high level, the metrics guide the messages whether it is to raise awareness about a disease or the latest research studies on a prescription drug. Also, the proper execution of exchanges provides an added level of assistance with access to the latest medical prescription research to deliver informative messages that are relevant to the prescriber-patient interactions being held within the point-of-care channel.  

Utilize real-time data to deploy actionable insights

An advantage of gaining real-time data analytics is the ability to understand the messages that are driving traction with the intended audience. Thus, actionable insights are secured to identify if the messages are leading to the sought-after business outcomes of the campaign. Also, metrics can further instruct life sciences marketers about which messages will be the most impactful when served during the HCP’s digital workflow. If businesses wait until the conclusion of a campaign to decipher the data analytics of the script lift or other desired business outcomes, then important opportunities to showcase critical messages to HCPs would have already passed the brand by. Further, communication budgets are wasted if messages aren’t being deployed at high-impact moments within point-of-care channels.

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Hence, companies need to prioritize the ability to analyze the results of communication efforts to empower marketers to optimize campaigns to better reach their target audience.

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Assess an HCP’s journey to communicate within the suitable digital channel

Marketers need to understand the decision-making moments of an HCP across the point-of-care ecosystem. So, it’s essential to coordinate the delivery of messages during those opportune moments for successful communications within a point-of-care medium. The use of an AI-powered solution provides life sciences brands with a tool to analyze the data points collected to instruct marketers on the key messaging moments that will increase business outcomes. In addition, the metrics regarding specific point-of-care platforms can identify if communications with an HCP in an eRx, telehealth or EHR network are driving more business outcomes. Therefore, marketers must adapt to the varying type of messages and formats within point-of-care channels to refine how the messages are deployed to garner the greatest traction with prescribers in their preferred manner.

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Deliver messages that don’t disrupt HCP-patient discussions

When HCPs are tending to their patient, marketers need to ensure that the messages being shared with the prescriber isn’t disrupting the visit with their patient. The essence of an effective message is that it serves as an added resource for the HCP within the digital point-of-care platform. Hence, brands shouldn’t deploy call-to-action strategies in their online exchanges. It then requires the HCP to engage with the message which as a result takes their attention away from their patient. The communications should intertwine within the HCP’s workflow for a seamless experience to advance their knowledge pertaining to their medical specialty to better tend to their patients.

Point-of-care platforms are powerful avenues to facilitate digital messaging campaigns to HCPs and one that continues to expand is the telehealth category, projected to grow up to $175 billion by 2026. Without devising a plan to optimize messages within the digital ecosystem based on data analytics, the exchanges initiated by marketers will fall short of the company’s objectives for messaging campaigns. With the use of these tactics, marketers will be poised to achieve the desired business results to capitalize on the benefits of point-of-care platforms to effectively interact with HCPs.

[To share your insights with us, please write to sghosh@martechseries.com]

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