Whether they're looking to reach healthcare providers (HCPs) or patients, healthcare marketers need to understand who they're targeting and why they're targeting them. DeepIntent, which built an advertising platform purposefully for the healthcare industry, seeks to help marketers understand with a pair of planning tools.
Powered by real-world clinical data that's compliant with the Health Insurance Portability and Accountability Act of 1996 (HIPAA), HCP Planner and Patient Planner allow users to reach more than 95% of the HCPs and more than 300 million patients in the U.S. Marketers can use these solutions to create and explore clinically relevant audiences, helping them understand the potential of their campaign performance.
"Access to our claims data provides immediate insights about clinical audiences," explained Kate Bennett, Senior Product Manager at DeepIntent. "For example, you can identify what doctors are prescribing or what types of patients they see by geographic location. A brand might want to target providers who complete certain procedures because the treatment efficacy improves when combined with their drug."
With this data, DeepIntent can help marketers get the right information to the right people and help improve patient outcomes. For example, if someone who has been diagnosed with Type 2 diabetes learns about a new drug that might help them, they can bring that information to their HCP to discuss next steps.
DeepIntent is constantly innovating targeting capabilities in a privacy-forward and HIPAA-compliant manner. In 2023, the company plans to allow marketers to onboard third-party audiences to Patient Planner. This ability to compare and analyze multiple audiences from various data providers will give marketers better insights and make their campaigns more efficient. For example, they'll be able to see whether two modeled audiences consist largely of the same patients. From there, they may decide whether it's worth paying the costs for both audiences.
"Being able to onboard audiences that marketers already own not only aligns with DeepIntent's data-agnostic perspective but also fosters transparency and understanding of audience quality," Bennett explained.
"[Marketers] will be able to compare and analyze different audiences from third-party providers to understand if audiences are overlapping," she added.
Once marketers have optimized their audiences, they can forecast their media reach by channel and device before they activate their campaign, including incremental reach and audience overlap between linear and connected TV (CTV). This helps marketers optimize their media plan efficiency by understanding what channels and inventory mix will maximize reach and increase the number of verified patients.
One of Patient Planner's goals is to help marketers make an informed decision on the investment level between linear and CTV to maximize verified patient reach. While pharmaceutical marketers have historically prioritized linear TV, they are seeing better results by adding CTV to their marketing mix. In an example provided by DeepIntent, one top pharmaceutical company and its agency of record, Matterkind, ran a campaign that combined CTV with online video and display. After being exposed to the brand's messaging, patients were 225% more likely to get on script, with CTV twice as effective at driving new-to-brand prescriptions than the other two channels.
"What we've found in both our research and also in partnering with LG Ads Solutions is that up to 80% of healthcare companies' potential patients are on CTV, so only 20% of your audiences are only reachable on linear," said Bennett.
Once audiences have been determined and campaigns have been deployed, marketers need to measure and optimize them. With DeepIntent Outcomes, a patented optimization engine that links real-world clinical data with impression data, marketers can see how well campaigns are performing in near real-time, specifically if a media channel reached the verified patient audience and if they got on script. These insights can not only improve live campaigns but also help inform future campaigns.
When marketers put the entire process together, HCPs and patients both end up with more information. They can then work together to achieve the best possible results for the health of patients, according to Bennett.
"DeepIntent looks to get the right message to the right person at the right time in their medical health care journey," she added. "Sometimes that means running integrated campaigns that target HCPs and patients at the same time. I think that's the trend that we're seeing and the direction we're seeing a lot of our advertisers go."
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