Digital Health Data and Digital Marketing: How Healthcare Marketers Can Unlock Opportunity at the Intersection

But do healthcare marketers know thisEvery year the US healthcare system generates approximately 1 zettabyte of data an unfathomably large number that translates to the storage capacity of roughly 230 billion iPhones That number represents an estimated 30 of the total data produced globally each year For marketers to truly unlock the value of all that digital health data they must partner with innovative new companies that are building the next generation of digital marketing solutionsDigital Health Data Is the Oil Programmatic Is the EngineThat combination of realtime data and machine learning presents an opportunity for marketers to go beyond their static target lists and improve personalization fueling better engagement And if digital health data is the oil for personalized marketing programmatic is the engineThe power of programmatic rests entirely in the potent combination of speed and data and privacysafe artificial intelligence and machine learning is the key that unlocks that value Because programmatic is designed to leverage data for realtime decisionmaking integrating data with its capabilities makes campaigns more intelligent more relevant and more impactfulRelevance is a key word here When DeepIntent surveyed patients to better understand how they feel about pharma ads 50 said they are more likely to take treatment recommendations for something they recognize from advertisingHow can datadriven personalization impact patient outcomes Here are three realworld examples of how this is happening todayRealTime OptimizationsEvery healthcare marketer knows that it can take weeks or even months to get a read on how well their campaigns are performing That lag in measurement means more inefficiency and waste and lower ROITo solve that problem we launched DeepIntent Outcomesamp8482 earlier this year which makes ours the only demand side platform able to optimize advertising campaigns inflight to increase audience quality and script performance using realworld clinical data This patented technology empowers marketers to algorithmically optimize campaigns to drive performance against the metrics that matter most including costperreach adherence and total prescriptions writtenPersonalization Beyond TargetingPersonalization isn39t just about targeting it also applies to messaging Take two highwriting HCPs who may see the same ad despite having different concerns about a drug One HCP may find an efficacyfocused ad more resonant while the other is more concerned with safetyAI and machine learning can predict which creative messaging is likely to have a bigger impact on each HCP39s prescribing behavior This presents marketers with an opportunity to act accordingly using that combination of digital health data and digital media to deliver the most relevant contentProactive MessagingWhen delivering the most relevant content consider eligibility data which enables marketers to identify and reach HCPs who are set to see a clinicallyrelevant patientArmed with that information they can deliver deeply personalized content to the HCP during that crucial time leading up to the appointment Unsurprisingly this tactic is an extremely effective driver of script performance especially compared to traditional static target list methodsDigital Health Data Digital Media The Future of Healthcare MarketingThese use cases are only scratching the surface of what39s possible I believe we39re at the quotBig Bangquot moment in the lifespan of this data ecosystem and it will continue to multiply and expand exponentially in the years to comeThis should serve as a wakeup call to the entire industry With an unwavering commitment to our core belief that marketing technology can measurably improve the lives of patients DeepIntent continues to innovate at the convergence of digital health data and digital mediaTogether let39s challenge the status quo and embrace new datadriven solutions centered on marketing not to the past that was but to the future that isThis article was written by Chris Paquette DeepIntentamp8217s Founder and CEOOriginally published at DeepIntent on 10072021 Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Digital Health Data and Digital Marketing: How Healthcare Marketers Can Unlock Opportunity at the Intersection

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