DeepIntent CEO, Chris Paquette, spoke with Elaine Quilici from Pharmaceutical Executive Magazine, about the evolution of digital marketing for pharma, and how to approach data and technology usage in a privacy-first world.
Read on (below) for transcribed Q&As from the podcast:
- How are you changing the way pharma brands communicate with healthcare professionals?
- What about direct-to-consumer (DTC) communications? Given existing, new, and even foreseeable privacy regulations, how can pharma brands reach the right consumer audiences?
Podcast Excerpts:
Q&As About the Future of HCP and DTC Marketing (Transcribed)
Q: How are you changing the way pharma brands communicate with healthcare professionals?
Chris: One of the big, big advantages of digital [media] is this promise that we can improve the accuracy and the relevancy of your marketing messaging. What we’ve done with MarketMatch is close the gaps between when a marketer gets insights, collects the data, actually generates segmentation, and gives that [segmentation] to an agency to run campaigns against those target physicians (or they do it directly).
We’ve taken a process that takes weeks or months down to a matter of minutes. So, we’ve basically reduced the barrier and friction of taking very rich data and quickly deploying it in market.
Now digital advertising can be super adaptive to the behaviors of physicians on a more real-time basis.
One of the other exciting things that we have coming through a couple of different data partnerships is the ability access scheduling data. That gives us a really rich profile, not just of the patients who a physician has seen, but for the profile of patients the physician will see over a 60-to-90 day period. This allows us to actually market to a physician on a basis of who they’re going to see, and then gives [marketers] the ability to [inform] the physician before the patient is seen. So, again, marrying that with a digital activation component gives us the ability to really focus on the physicians who are going to make a measurable difference to your campaign.
Q: What about direct-to-consumer (DTC) communications? Given existing, new, and even foreseeable privacy regulations, how can pharma brands reach the right consumer audiences?
Chris: There are a host of new regulation coming down the pipe or currently implemented such as CCPA, GDPR, and now new bills in states like Washington. And, over a period of time, I do expect to see federal regulation as well…
The 21st Century Cures Act is one I like to point out – it’s basically empowering patients to take control and ownership [of their data]. That act itself is actually going to be mandating that EHR systems send data or make data available to patients… So, you can imagine a really rich and vibrant ecosystem of different applications kind of coming to the forefront that help patients manage their data across multiple providers.
What we’ve done specifically for marketing is build a platform that allows us to integrate with those types of applications even more traditionally – like medical claims switchboards that allow us to take consumer data, load it into these claims ecosystems or really rich patient data ecosystems, and create [privacy-compliant] marketing models that we then use to inform the way that we buy and target patients across the web.
It’s a HIPAA-compliant, patent-pending process. And what we’re seeing is that [for measures like] audience quality, we’re really on target. Which is very, very important when you’re dealing with a patient population that has, let’s say, a couple thousand patients nationally. We can maintain security around their privacy, [and at the same time] reach them accurately, with the most efficient route possible.
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