In the world of healthcare advertising, new innovations seem to crop up every day, especially with the rise of artificial intelligence and machine learning. But for marketers navigating this ever-evolving landscape, it can be challenging to determine which combination of platforms and solutions will improve pharma campaign performance in a way that clearly translates to their real-world business objectives.
With annual planning in full swing, this is a timely concern for marketers and agencies who are evaluating potential partners for the upcoming year. To help you make your decision, here are five differentiators to look for to ensure you’re achieving the results you need throughout 2023 and beyond.
1. One unified platform for all your healthcare advertising needs.
Whether you’re looking to reach healthcare providers (HCP) or patient audiences, using a holistic approach is one of the best ways you can improve your pharma campaign performance. To put it simply, you need to be able to execute your campaign across multiple channels and devices, and then assess the impact of all your tactics combined.
If you’ve run campaigns across multiple platforms in the past, you know this is easier said than done. That’s why you should prioritize any partner that enables you to plan, activate, measure, and optimize your campaigns in one unified platform. Not only will this help narrow your list of potential vendors, but it will also ensure your advertising efforts are more streamlined going forward.
2. The right data to elevate your pharma campaign performance.
Each day, a remarkable amount of data is generated from a variety of sources and used to power ad campaigns; the U.S. healthcare system alone generates 30% of the world’s data (approximately 1 zettabyte) every year. But we as pharma marketers know that not all data is created equal, or equally transparent for that matter.
When evaluating a healthcare advertising partner, look for proposals that clearly indicate:
- Where their health data is sourced from
- How frequently their pharmaceutical data is refreshed
- The percentage of prescribing HCPs they can reach
- The steps they’ve taken to preserve patient privacy
Remember, transparency in data goes hand in hand with transparency in measurement and reporting. With the right data, you can feel confident your campaigns are set up for success in reaching clinically relevant HCP and patient audiences.
3. Real-time campaign measurement and optimization.
If you’re looking to improve your pharma campaign performance, measurement and optimization should be top of mind when shopping around for potential solutions. Thanks to advancements in artificial intelligence and machine learning technology, it’s now possible to auto-optimize campaigns in real-time toward real-world outcomes like audience quality and script performance.
To ensure your dollars are being invested wisely, seek out a strong measurement and optimization solution that uses real-world clinical data and goes beyond digital metrics like clicks and impressions to improve campaign performance.
4. The right media mix for reaching healthcare audiences.
Healthcare audiences today are consuming a variety of media across channels and devices, so it’s never been more important to customize your strategy based on where you’re most likely to reach them. As overall TV viewing continues to shift away from traditional TV (cable, satellite) to streaming, we’ll see more pharma advertisers allocating budgets toward connected TV in 2023.
With more vendors beginning to offer CTV advertising capabilities, here are a few musts for maximizing your reach among HCP and patient audiences:
- Curated, brand-safe inventory from top apps and programmers
- Device-agnostic reach across smart TVs, streaming devices, and game consoles
- A platform that uses health data in a privacy-compliant way
5. Innovations with healthcare marketers in mind.
As marketers in the highly regulated pharma industry, we face many unique challenges that require unique solutions. Innovations need to solve problems, fill gaps, drive efficiencies and performance, and future-proof organizations, and special considerations need to be made to preserve privacy at all stages of a campaign.
Improving your pharma campaign performance ultimately comes down to choosing the right partner, and how well they can meet your healthcare advertising needs in the years to come. So, if they can check off all five boxes above, your choice for 2023 should be a no-brainer!
Download The DeepIntent Difference to learn how our innovative platform can help you achieve your best pharma campaign performance yet.
