How HCP Data and AI Are Powering Omnichannel Pharma Marketing

The Pulse of Programmatic: Turning HCP Data into Engagement Gold 

We live in an era where pharma marketers have more HCP data at their fingertips than ever before. And they can use this data to create omnichannel marketing campaigns using programmatic health technology. Here are a few takeaways PulsePoint’s VP of Data and Analytics, Jonathan Zile, recently discussed with Group Vice President of Sales, Keith Matt. 

Thinking outside the box when it comes to omnichannel

Pharma marketers often consider standard channels, such as connected TV and search, as part of their omnichannel campaign efforts. However, for pharma marketers, there are other channels to tap into, such as electronic health records and social media, where we’re seeing significant growth on our platform. Whereas EHRs enable pharma marketers to reach HCPs in their “white coat” moments, social media presents an opportunity to connect with them in their “blue jeans” moments.

“So the idea here is you spend a lot of effort around the omnichannel and getting physicians and patients engaged,” Matt said. “But you have to do that across not just display and connected TV and audio but at the point of care, and you gotta do that when they're not in a clinical setting as well. And so that's what EHR and social enables our clients to do.”

One pharma brand has seen a 296% increase in TRx over seven months in a campaign targeting endocrinologists and PCPs using EHR as part of their omnichannel approach. Another client utilized PulsePoint’s ability to activate Meta/Facebook, driving 48 written prescriptions and an 8% increase in new prescriptions. 

AI-driven automation requires the correct data 

AI is increasingly enabling pharma marketers to execute campaign adjustments and create content more quickly and at scale. 

Marketers can use AI to automatically optimize campaign performance and cost efficiency by continuously refinding channel, budget, and targeting strategies based on real-time learnings. They can also apply the technology to create multiple versions of ad creative to target different buyers. Dynamic iteration of copy, moving from A-B testing to A-Z, will take personalization to the next level. 

However, there is some data housekeeping to do before testing it.  

“AI is great, and it will be a critical component,” Zile said. “But none of it works if your data isn’t usable, is not available, isn’t presented in a way that AI can consume.”

Getting your hands on data you can touch 

This leads us to another trend we’re seeing in pharma marketing: giving people better access to “touchable” data. 

Touchable data allows users to manipulate, explore, and draw insights directly via intuitive user interfaces or AI co-pilots. The outcome of doing these things is transparent impact—clear reporting of not just what happened but why it happened and how the data was used. 

“Transparent and touchable data allow for better user experience, better user input, and better control over what’s happening and why it’s happening,” Zile said.

When you have access to touchable, transparent data and can use it in AI, you can take what you've learned from an HCP campaign to augment or work in tandem with a consumer or DTC-facing campaign.

To learn more about how you can tie all of this data together with AI to drive omnichannel campaign success, watch the full recording here. 

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