A veteran media planner, our Chief Strategy Officer Jen Werther explains why DeepIntent Outcomes™ is a must for healthcare marketing agencies.
Before any client meeting, I like to provide insight into why we created the product I’m about to present. Who needs this solution and why? What business challenges and pain points are we solving?
When it comes to DeepIntent Outcomes, the answer is easy. Pharmaceutical marketers needed a way to measure and optimize campaigns in real time using the data that matters most: script performance.
I spent the majority of my career on the media agency side where a lot of the why allows me to understand our clients’ needs on a more personal basis. That experience also gets me very excited to present these solutions to healthcare marketing agencies and our client partners.
Here are five reasons DeepIntent Outcomes is a must for your healthcare provider (HCP), patient, and integrated campaigns.
1. Measure and Optimize Campaigns Based on Script Performance in Real Time
Third-party measurement solutions typically provide healthcare marketing agencies with a PowerPoint on a quarterly (or monthly, if they’re lucky) basis. The teams then review measurement results, and gain approval and alignment before making optimizations. Because of the time delay, that makes learnings nice-to-haves rather than the actionable and timely insights that drive real-time optimizations.
DeepIntent Outcomes is integrated with the industry’s most comprehensive clinical and pharmacy data, which is refreshed daily. As a result, you can launch bidding to script performance and optimize your campaign three times faster than with a typical measurement solution. Our algorithms auto-optimize, improving key KPIs (audience quality, scripts, etc.), workflows, insights and actionability.
2. Tie Patient Demographics to Actual Patients
One of my favorite parts of media planning was working on personas and segmentation. I would work with the client to retrieve any market research and then use syndicated research to understand which media channels, print publications, and websites over-index for that disease state. The persona would be, for example, “Mary.” She is between the ages of 35 and 54 with a certain disease state. She watches early morning TV, reads Good Housekeeping, and is into birdwatching (I’m still not sure why birdwatching was always an attribute that popped up).
DeepIntent Outcomes enables healthcare marketing agencies to learn more about your audience in real time. While our patient data is anonymized and can’t be tied to specific individuals, the demographics are based on actual patient information, such as patients who went to a pharmacy to pick up a script. Attributes include age, household income, occupation, life stage, and education, among others. You can verify “Mary” and share new consumer attributes associated with actual patients with clients, which can also be used in other areas of the business.
3. Establish and Optimize “Cost Pers” by Channel
Third-party measurement solutions traditionally provide overarching benchmarks by channel, which help guide investment decisions and measure KPIs across vendors. These benchmarks are used for future planning rather than in-flight optimization.
DeepIntent Outcomes allows you to see real-time performance of cost-pers and provides the ability to set and optimize toward benchmarks based on channel, tier, audience, etc. The algorithm also accounts for current market and real-time performance drivers, which as we know, are dynamic and change over time.
4. Utilize Data From Past Campaigns
Gone are the days where programmatic campaign results are limited and contained. With the DeepIntent Outcomes dashboard at your fingertips, healthcare marketing agencies can utilize data from past campaigns to fuel future strategy.
For example, you can understand which creative is performing best and share placement-level script performance with your creative agency. Understanding inventory performance also enables you to create whitelists and blacklists, ensuring you’re getting the biggest bang for your buck and spending money on the sites driving the best ROI. Similarly, insights about campaign performance by geography can drive paid search as you concentrate media in specific areas.
5. Do It All Within a Single Platform
Using a patchwork of different point solutions introduces gaps in capabilities and data inconsistencies, both of which are detrimental to campaign performance and reach.
DeepIntent built the first and only DSP designed for healthcare marketers to plan, activate, and measure campaigns within a single platform. Craft and coordinate HCP and patient campaigns based on patient and provider insights; bid based on business outcomes; and measure and optimize campaigns in-flight toward audience quality, clinical visits, and script performance.
Interested in learning more? Click here to see DeepIntent Outcomes in action.
