Mapping Out the Emergent Non-Personal Promotion World Mapping Out the Emergent Non-Personal Promotion World Digital channel growth in a Engaging HCPs on multiple channels is a necessity for a successful campaign. But rather than deploying siloed or copy- post-pandemic environment and-paste messages to every outlet, the preferable method is to instead use a content journey approach to tell a brand’s The ever-growing digital marketplace is both the present and future story. By measuring HCP engagement with different channels, of pharmaceutical brand marketing. Decreasing in-person access to a more personalized series of material can be disseminated to HCPs in recent years has been accelerated by the COVID-19 pandemic physicians on an individual level, providing them with the data and has created an increased demand for digital approaches, including they want in a more accessible way. non-personal promotion (NPP) as a key component of the digital marketing strategy. In 2020, nearly 95% of all marketers employed digital tactics for messaging physicians, and overall had a 44% increase 6 0% of US physicians are triple-screen users: in budget allocated to paid digital advertising.1 As HCPs look for more smartphone, tablet, and computer.5 efficient ways to access information, the emerging “new norm” creates a space where virtual presence is even more relevant than it was in the past and will continue to be vital in a post-pandemic world. Finding “true engagement” with your audience Over 80% of HCPs agree that brand advertising When deploying messages across channels, marketers may is appropriate and necessary.2 be tempted to maximize message reach by hitting as many targets as possible across channels – but it comes at the cost According to a recent CMI Media Vitals survey, brand marketers of decreased target engagement. Maximizing reach without are seeing an increased reliance on NPP through easy-to-access planned engagement results in minimal touches on each online sources for both HCPs and consumers, with over 80% of individual HCP, and with fewer opportunities to engage each HCPs agreeing that brand advertising is appropriate and necessary.2 individual, there is an increased chance that the message will But while physicians may agree on the necessity, up to 50% have not be seen. Recollection is linked to repetition, which can be indicated dissatisfaction with the current state of pharma marketing. 3 achieved through multiple touches on each target throughout As dollars continue to shift away from in-person events towards the content journey. Although more than half of doctors in a digital, identifying where and how best to effectively reach HCPs is recent survey indicated they have more time to learn about new key to getting the message across. therapies, this is a short-term effect; as free time lessens for HCPs in an increasingly more accessible post-pandemic world, strategic targeting and personalization must be ready Charting a strategy across platforms to respond.6 To effectively reach HCPs, first ask the question: Where are they spending their time? While computers are present in every ? modern-day practice, smartphones are being used nearly as often for professional purposes (98% vs. 90% usage – see Figure 1). sk 7 questions before choosing a platform A When establishing a digital strategy, it is essential to consider both for your brand messaging. desktop and mobile messaging through an omnichannel method. By diversifying the approach to digital marketing and utilizing different sources to emphasize the message, pharma can minimize As a next step in reaching an HCP audience, consider: Is it the risk of brand-direct promotional fatigue and instead present a good enough to just get the message out, or is it about getting comprehensive story across platforms.4 a deeper engagement? When evaluating total reach across channels, it is important to study the user base for each platform; some vendors will indicate target reach across the history of their channel, whereas others will provide the reach to their engaged (or active) audience. This discrepancy can lead to ineffective 98% 90% 64% 25% solutions when estimating multi-channel reach. Instead, a balance must be struck between total outreach and how often physicians Desktop/ Smartphone Tablet Smartwatch will interact with each channel during the day, as well as their Laptop inherent trust for each resource. 85% laptop 78% desktop 60% triple-screen users Figure 1. Where US physicians are accessing data for professional purposes. Source: Taking the Pulse® US 2020. 5 2 Mapping Out the Emergent Non-Personal Promotion World Maximizing the NPP landscape Once an engaged and targeted audience has been identified, Questions to Ask When Choosing deploying content through an NPP approach can emphasize the brand a Platform message. NPP can be a key component regardless of where a brand may be in its lifecycle, from pre-launch or disease state awareness 1 What is the user experience your platform provides? to maturity (just before loss of exclusivity). Flexibility and agility are essential to reaching physicians in the digital marketplace, and utilizing personalized NPP messaging will allow brands to reach the 2 right audience at the right time. By diversifying the approach to digital When during the HCP’s workflow do they engage marketing and deploying cohesive brand messaging across channels, with your content? the HCP can find more value in the limited time they have available. As opportunities for personal relationships with physicians decrease, 3 Can you provide insights to my targets’ behavior on your channel? synchronized tactics creating an ongoing story provide opportunity to disseminate the story in the way brands want targets to consume it. Reach of pharma vs. non-pharma mobile apps: 4 How engaged is your audience? (% have used at least once per year) Pharma Non-pharma 73% 70% 5 Do you have data demonstrating user 63% 52% 55% influence? 46% 6 Are there any ROI or case studies showing the benefits to your platform? 2018 2019 Influence of pharma vs. non-pharma mobile apps*: 2020 55% 7 Pharma Non-pharma Is there an opportunity to create a content 50% journey for our targets? 44% 42% 41% 37% Figure 2. Gaining insight to potential partners: Essential 2018 2019 2020 questions to ask about ad behavior *% rating source a 4 or a 5 on a 5-point influence scale (base varies by source) Among all U.S. physicians Building on the value of target engagement, it is also crucial to evaluate the key performance indicators (KPIs) for the planned Figure 3. Reach and influence of pharma vs non-pharma mobile campaign. Throughout the planning process, as the focus mainly apps. Source: Taking the Pulse® US 2018-2020. 5 falls on overall campaign design, the idea of KPI may be overlooked. Discrepancies may also exist between performance expectations for When considering maximizing the NPP landscape, part of it is under- a media planner versus the brand team, as there is much to consider standing what tactics have the most impact, the most reach, and the as part of a KPI; does it include ROI, driving physicians to seek more most aligned KPIs, but it also includes personal outreach through a next data, total views? Running an ideal campaign includes consideration best engagement approach. While only 10% of physicians indicate they of these outcome drivers: this can include looking at deeper metrics would go back to the pre-pandemic “norm” for in-person meetings, the such as a change in market perception, competitive blunting, changes sales rep can still play a role in a virtual campaign approach – although in script writing, and hitting other brand-centric unmet needs. As it may not be as impactful as other digital strategies.6 Since reps, medical such, evaluating just one base metric applied across all channels is science liasons, and emails are not seen as highly impactful resources, unlikely to yield a full picture of target engagement. The value of an promotion through NPP tactics such as non-pharma apps can yield individual channel lies in understanding how each tactic works, and higher engagement from the HCP audience.5 Mobile app usage in par- how it can influence target behavior. To understand the full impact of ticular has a large gap between the influence of pharma vs. non-pharma; a platform, ask potential partners about deeper insights and data (see only 37% of physicians found pharma apps to be highly influential during Figure 2) as a guide for understanding impact. 2020, versus 55% for non-pharma apps (see Figure 3). As physicians move along a content journey, aligning rep touchpoints with content on a more influential platform such as this emphasizes the overall message. The overall shift to digital-centric marketing is here to stay, and utilizing NPP as part of an omnichannel storytelling approach will be key to the future success of pharma outreach. 3 Mapping Out the Emergent Non-Personal Promotion World References 1. “The 2021 MM+M/HealthLink Dimensions Healthcare Marketers Survey.” Medical Marketing and Media. https://www.mmm- online.com/home/channel/features/the-2021-mmm-healthlink- dimensions-healthcare-marketers-survey/. Published March 10, 2021. Accessed March 18, 2021. 2. Henault, Fabian. What Prescribers and Patients Want and Need from Life Sciences Manufacturers. CMI Media Group. Media Vitals™ 2020/21 Edition. 3. Bulik, Beth S. “Satisfaction not guaranteed: Doctors disappointed in pharma’s digital pandemic efforts, survey says.” FiercePharma. https://www.fiercepharma.com/marketing/satisfaction-not- guaranteed-doctors-disappointed-pharma-digital-during- pandemic-survey. Published February 1, 2021. Accessed March 18, 2021. 4. “Non-Personal Promotion in the Time of COVID-19.” Future Pharma. https://pharmaforce.wbresearch.com/blog/non- personal-promotion-covid-19-strategy. Accessed March 18, 2021. 5. Decision Resource Group. Taking the Pulse® 2020: U.S. Physicians Toolkit. 6. “Reinventing Relevance: New Models for Pharma Engagement with Healthcare Providers in a COVID-19 World.” Accenture Healthcare Provider Survey May 2020. https://www.accenture. com/_acnmedia/PDF-130/Accenture-HCP-Survey-v4.pdf. Accessed March 18, 2021. Interested in learning about epocrates’ marketing solutions for your brands? Contact us at firstname.lastname@example.org today. 4 © 2021 epocrates. All rights reserved.