Path to Personal: How to create personalized HCP outreach and drive impact

[00:00] Personalizing experience is from both the messaging and an audience perspective is really important so that you can be sensory to all of the signals that are out in the marketplace and be delivering much more relevant in the moment versus using the past to predict what they might need. Now as the data comes in from various touch points on an offline you’re taking that and you’re deciding what’s important there to determine the best time. [00:30] To connect with that HCP or even a consumer in a privacy safe way so that they most receptive to the message that you are delivering. [00:45] Hi, I’m Lecia Bushak senior reporter at MM+M and I’m super excited to be part of today’s sponsored podcast with Pulsepoint. We’re here today at Digital Pharma East 2024 in Philadelphia and here with me today our Andrea Palmer CEO Publicis Health media and Andrew Stark Chief commercial officer at Pulsepoint and we’re going to chat about the path to personal how to create personalized HCP Outreach and drive impact. [01:20] Andrea Andrew great to have you here. Thank you. Thank you you both just talked on a panel about hcp personalization sort of the importance of that. So to begin the industries approach to measurement has evolved with a greater emphasis on making business decisions from integrated data and Andrea. How have you seen this trend develop over time. So one thing I think that is important is it’s gone from more of like a, you know, measurement and validation to an optimization and learning kind of process in terms of how we, you know, when it when this when the industry first started using what I would say the smarter data sets the clinical data sets mashing matching patient outcomes being able to actually measure script and stuff when that first came out it was about, you know, using it as proof to say that the investment was worth while you know, as time has gone on I think we’ve been able to use the same methodologies and involved methodology as well as get more robust and more interesting data sets. [02:20] Over time that’s allowed us to get faster access to an Insight around things that aren’t working which is frankly more interesting and more useful than what is working since I always say a media plan as a hypothesis. So we are looking for we’re making, you know an educated guess as to what we’re going to buy the audiences that we’re going to be able to influence and impact the Investments that we should put behind them the channels the supplier Partners, the creative all of those things are hypotheses that we are looking to prove out. So how the industry is evolved over the last several years is really gone away from just using the dated measurement as that it measurement platform to it being more about optimization and learning and you know, being iterative and finding those vulnerabilities and figuring out what we can do differently and better to continue to make improvements over time because that’s all we’re looking for is the overtime improvements the insights the things that we can do differently and better and how we can be more relevant be more impactful and be better in service of [03:21] the goals of the campaign and we’ve been hearing a lot about hcp personalization this year at DPE and about how they’re increasingly vital in healthcare. Why is the focus on personalization so critical in healthcare today? [03:34] I mean to me personalization is incredibly critical because every single person whether it’s a prior to our patient the healthcare journey is super unique and also unpredictable. So the unpredictability that someone can be going through you know, that what you know and assume about somebody when you start can change 15,000 times, right, you know their personal experience. They don’t know what’s going to happen. You could do all the right things to communicate with the physician based on what you know about their past but their past doesn’t necessarily predict their future. So personalizing experience is from both the messaging and an audience perspective is really important so that you can be you know sensory to all of the signals that are out in the marketplace and be delivering much more relevant in the moment versus, you know, using the past to predict what they might need now and one of the takeaways from the panel today that’s stood out as well as sort of the importance of understanding The Physicians relationship as well to an individual patient and also, [04:34] Pools of patients and but I want to switch gears a little bit and talk about the data privacy landscape and how that’s constantly shifting while Google deleted its total cookie deprecation. We know that only 30% of users opt in one given a choice. How does this evolving landscape affect your approach to personalized experience. One thing I think that is worth noting is that Healthcare and Pharma might be [05:01] More advanced than other verticals in the space which almost never happens. So we get to say that here and that’s frankly because I think they’re you know, a lot of the regulations have sort of pushed us into that space where we have had to find more creative and more relevant ways to create models create segments create model audiences that are relevant two Brands. So I think we’ve had to do a lot of the legwork that is going to come later for other Industries who have been heavily reliant on cookies. So I think from that vantage point where we’re better prepared. I do think it’s a when not an if you know, I think we could have all been if we had placed bets early on that certainly would have paid out for those who know Google but I think that the reality is that it’s not if it is when but we’re prepared as an industry. I think we’ve been doing a lot of work to get to more of an identity based solution frankly connecting different data sets between clinical and [06:01] consumer necessitates being more of an identity and D identified solution. So I think from that vantage point where we’re in good shape and should you have any thoughts on the data privacy landscape? Well, I think to Andrew’s point. [06:16] Google delaying the deprecation does not mean you know, what they’re actually doing is they’re putting it in the hands of the consumer and consumers are probably going to opt out it may even happen faster. And so the industry’s focus on being prepared for this transition as Andrea said it’s not if it’s when and so I think the Google News was interesting but not sure how much that’s actually going to delay the transition from cookies and enjoy. I love to hear more about how pulse point is using its platform to optimize hcp personalization. [06:49] So we really have a whole list of approach to this. [06:53] In our mind, it starts with segmentation. And so even before you’re deciding on who you’re going to reach out to your deciding on what audience you want to reach out to and so as the data comes in from various touch points on and offline you’re taking that day and you’re deciding what’s important there to determine the best time. [07:18] To connect with that hcp or even a consumer in a privacy safe way so that they most receptive to the messaging that you are delivering and so it is about the channel is about the creative it can even be about the time of day but what’s really important is to understand when a specific doctor is most receptive to receiving a message. And as you can imagine there are myriads of data points that drive that decision and what our challenge is to get better and better. [07:54] working with [07:56] our partners at completing that and so that’s what our platform does. [08:01] What kpis and data do you rely on two measures success? I think what’s actually really important when you think about API is defining what matters in that moment time. Most campaigns are looking for business. [08:19] Performance is one very small piece of hi and there are so many metrics that is performance in terms of you know adaptions for that like that are always going to be relevant the path to getting there is much more. [08:39] Um, what are the what are the kpis you can find to understand? Are we having impact are we changing Behavior? How is behavior changing who is the date you’re changing for and importantly who is changing for and why not and how can we do different things to how do we need to Pivot to figure out driving the impact can be many many things across the Spectrum from and when you can break that even farther down between patients and providers. It means a lot of different things. So, [09:07] I think one of the biggest things and we talked about it on stage was having a line kpi roadmaps and measurement Frameworks and Lead metrics and black metrics and being united front between everyone involved the marketplace the agency the client making sure that they’re applied kind of set of kpis that we’re all going to be different every time but what they’re going to be needs everybody. [09:33] You know, if you think about it, what you’re trying to achieve is find the most optimal moment where that physician or patient is open to receiving a message. And so what Andreas talking about is taking that data and doing that analysis to say whether it’s the channel whether it’s the creator of whether it’s even the time of day. This is the best time to connect with this individual person so that they’re open to receiving this message. [09:59] And I’m curious if either you have thoughts on the idea that omnichannel kind of just the discussion around Omni channel has evolved since last year at DPE. I think I was having conversation with some earlier today where they were kind of saying, you know, we’re marketers are finally grasping. What on each Channel means which you just kind of described Andrew. Do you feel like there’s been progress and there’s been an evolution in you know, probably the last year or two. I think it’s a spectrum. I think it’s gonna always be a spectrum because I think there’s I think there’s been progress in certain areas. I mean it used to be literally matching luggage which is not omnichannel decidedly, but at this juncture, I think we’ve gotten to a point where you know, there’s touchpoint coordination. There’s like frequency management, there’s understanding, you know sequence and Cadence in terms of how people are receiving messages, you know, personally and non-personally all different channels did really a non-digital all the different things and I think that’s been you know, a really [10:59] Positive Evolution over time if I may I think the biggest struggle that we do still see is we don’t always have the creative assets or the communications assets to stand up to the speed at which the touchpoint coordination can happen. So sometimes we do end up like [11:20] Able to do more of an orchestrated messaging approach and connected touch points, but we’re still where the Spectrum comes in is which organizations have that Readiness from a messaging perspective and have the ability to actually you know, what Andrew said is right to actually deliver the right message versus just a message. So, you know having coordinated touchpoints is like a great great step and progress and in you know that Omni Channel omnichannel Holy Grail, but having the message actually be differentiated and pay off the actual promise of on my channel. I would say it’s still it’s still runs again, but some yes some know but we’re getting their progress is good. Any thoughts on that Andrew just say the Spectrum I think about is the level of sophistication across clients. Some are still using omnichannel as a buzzword and others are leaning in and thinking about in the way injury as described and you know, I think as an industry we will get better. [12:20] And better at it, there will be marketers that are much more sophisticated about it and there will be others that are just celebrating an ad. Maybe not necessarily the right. [12:29] And looking ahead to the Future one of the key success factors that was mentioned during the panel was Data interoperability could systems eventually start Auto optimizing to drive even better results. And is that on the roadmap? Absolutely, I think in some cases they are that that’s already happening. I mean in you know, some of the things that we use together in Andrews platform, you know, that that’s kind of the principle behind the platform is how do you set like kpis at the systems can help to automatically optimize toward which is which is a great functionality. I think what will be increasingly available as you know, the connected systems get smarter is you know using AI or other Technologies to make that faster and more connected and not and not limited to the individual platform that the media is running through. So I think that’s where because as you say the interoperability of all the data sets all the platform all the technologies. That is what makes the [13:29] Whole concept of performance media work. So being able to connect those connect. The insights can connect the data connect. The audience is and make sense of it in a near-real time is something that shouldn’t can’t really be done by humans and is going to need to be done through that that technology and I think that’s we’re seeing some real progress already and I’m excited for some of the advancements that we’re making today and will continue to make a I think and I think it’ll go fast. [13:57] And I think this is one of those spaces that’s been like on the precipice for a while and we’ve been making advancements for years. And now I think like it’s reached a point that I think it’s gonna start to go really fast. [14:09] So maybe next year when we come back and we’ll see. [14:13] And just a quick wrap-up question in the next few years. What are you most excited about when it comes to the future of personalized Healthcare marketing for me? I think it’s what we just talked about. I think I think it’s the speed of decisioning and I think it’s the intelligence behind the decisioning and like the promise of this whole, you know of the concept of omnichannel is to you know, take a lot of the legwork out of it and make a fairly simple industry, you know be able to deliver at a much higher order. So I think you know the introduction of AI the introduction of Technology the unification of data sets and stuff which is been an industry wide Challenge and hcp that small wins have fled to like big progress. So I think you know continuing to use technology and and data and new and innovative ways will keep that moving and moving quickly. So I’m interested and excited to see what keeps happening. I think that when we first started on this journey [15:14] And you know phm was actually our first partner. They helped us develop our technology in the early days and the difference between then and now is [15:24] we used to say the rest of the industry is five or six years behind every other vertical the better. The technology has gotten the more the farmer industry has leaned in and now it is the agencies and farmer companies that are pushing the technology companies to get better and better at what they do because the promise here is true personalization as much as can be allowed while protecting privacy, but I think the expectation into the future is properly using the data’s Andreas said to properly communicate because it is not about inundating on the hcp site. [16:03] A physician with a lot of messages. It’s about connecting at the right time with them and you know on stage we did talk about sometimes less is more. So I think what the technology promises is the delivery of that message at the right moment in the better. The industry gets it doing that. The more effective personalization will become absolutely and we’ll wrap it up there. Thank you so much and Andrew for providing these great insights on personalized hcp Outreach, and it’s not definitely something that has been a major theme at DPE this year. Thank you both. Thank you. That was Andrea Palmer CEO of publicist Health media and Andrew Stark Chief commercial officer at Pulse point and things to our audience for listening. This is Lecia Bushak for the MM+M Podcast. Take care.