Achieving promotional success amid the increasingly fragmented professional landscape warrants a tailored approach.
To that end, life-sci commercialization firm Indegene formally launched a new tool that harnesses physician-level data and other insights to aid biopharma companies in personalizing campaigns Tuesday morning.
Indegene has been validating the tool, dubbed Invisage, and the company is moving all current clients onto the platform. Invisage draws on data from over 2 million healthcare professionals (HCP) and more than 200 million HCP interactions derived from real-world campaigns. Those data are integrated with the ability to segment and target, deploy and orchestrate as well as gradually optimize.
“Marketing is moving at a rapid pace to this hybrid, which is about putting the doctor at the center and understanding their preferences,” said Nancy Phelan, SVP of omnichannel activation at Indegene.
Doing so, until relatively recently, was a much simpler exercise. Either the customer liked face-to-face or non-personal promotion. Now, that choice is no longer binary.
“That’s a false choice; you don’t have to make that choice anymore,” Phelan explained. “There’s a need for a data-driven approach to enable life science companies to adopt an omnichannel sales and marketing approach, as opposed to the traditional model, which is either/or.”
In reality, she added, marketers that look at HCPs holistically will have a much better shot at engaging them. Hence the Invisage tool’s focus on analyzing affinity — everything from their penchant for digital channels to how they prefer to receive various types of content.
Some doctors are more likely to respond to a message coming through a clinical lens versus through a patient affordability or quality of life lens. Then there’s the clinician’s own unique personal situation — the managed care picture at the local level in terms of access and affordability, for instance, along with time-of-day or device preference.
Invisage then leverages machine learning and AI algorithms to surface content in the preferred manner, based on these channel and content affinities. That process also helps clients wring the most out of each channel.
For instance, in the traditional drug launch model, which was oriented largely around face-to-face details, reps would often need to make several sales calls to elevate an HCP’s product awareness and understanding of the dosage, let alone adopt the drug in their practice. Struggles with reach and frequency were not uncommon.
In the hybrid model, the rep is but one channel that, when preceded by other marketing touchpoints, can be more powerful.
“We are trying to find a way to drive efficiency and effectiveness of all channels, including the vital rep channel, to make sure companies are maximizing the impact of the resource choices they make in the service of helping the HCP have a great experience,” noted Phelan.
The platform is designed to continually adapt and adjust to HCP engagement throughout a campaign. Invisage can be used by companies of virtually all sizes to optimize their budget and drive revenue, according to Indegene.
“We’ll continue to refresh the platform and bring additional data sources, channels and capabilities as part of the roadmap,” said Phelan. “Companies that can take a more strategic approach to orchestrating personalized HCP experiences are the companies that will be successful in this hybrid world, which is here to stay.”
