Moving Your Audiences Toward Prescription Decisions
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Both HCPs and potential patients have unique paths before a prescription is written. Each media channel plays a unique role in moving that person along their path.
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Moving Your Audiences Toward Prescription Decisions
- 1. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 1 Moving Audiences Toward Prescription Decisions Presented by Justin Freid
- 2. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 2©2014 Communications Media, Inc. Confidential Material. All Rights Each Person Has A Unique Health And Wellness Path 2
- 3. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 3©2014 Communications Media, Inc. Confidential Material. All Rights Each Action Someone Takes, Presents An Opportunity 3
- 4. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 4 Treatment Options
- 5. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 5©2014 Communications Media, Inc. Confidential Material. All Rights Conversations Help Guide Patient Paths 5
- 6. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 6©2014 Communications Media, Inc. Confidential Material. All Rights 3rd Party Content Helps Inform 6
- 7. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 7©2014 Communications Media, Inc. Confidential Material. All Rights Brand Content Sparks Conversations 7
- 8. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 8©2014 Communications Media, Inc. Confidential Material. All Rights Prescriptions Create Curiosity 8
- 9. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 9©2014 Communications Media, Inc. Confidential Material. All Rights 9 Your Brand Needs to Stick Out in the Crowd
- 10. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 10©2014 Communications Media, Inc. Confidential Material. All Rights 10
- 11. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 11 The Health And Wellness Path Activated by experiencing symptoms, a patient searches before their appointment Preparation for incoming patient visits, continuing education on specialty Diagnosis Post appointment research Prescription Ongoing education on disease state and new brands Ongoing education on disease state and new brands Pre-prescription research on dosing, administration, contraindications Consumers Health Care Professionals
- 12. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 12 Does This Resemble Your Audience’s Path?
- 13. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 13 Brands Have An Opportunity To Optimize Their Audiences Pathway
- 14. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 14 Conversion Rate Optimization It starts before they reach your website
- 15. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 15
- 16. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 16
- 17. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 17
- 18. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 18
- 19. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 19 That’s Where Programmatic Comes In
- 20. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 20 Cookies On Cookies On Cookies
- 21. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 21 Use All The Data To Target Your Audience
- 22. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 22 Each Audience Member Receives A Unique Experience
- 23. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 23 Scenario: Email
- 24. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 24 Scenario: Display
- 25. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 25 Scenario: Brand.com
- 26. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 26 Scenario: Print/Vanity URL
- 27. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 27
- 28. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 28
- 29. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 29
- 30. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 30 Questions?
- 31. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 31
- 32. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 32 You Can Target And Deliver Messaging Based On Previous Behavior
- 33. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 33 Your creative changes Your channel changes Your landing page changes
- 34. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 34 Consideration
- 35. ©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 35 Adherence
Editor's Notes
- Main Points: Paths differ for HCPs and Consumers Each Disease state has a unique path Where someone in their treatment cycle is, may affect where and when they get on their path
- Each action someone takes along their path presents an opportunity for a brand or pharmaceutical company to engage that potential customer, provide them with value and move into the consideration phase.
- Search shows intent, brands need to provide answers.
- Conversations with doctors bring new question and provide guidance
- Continuing education shows interest in new materials, content…
- Visits to brand sites so consideration
- Prescriptions drive curiosity.
- No longer will a brand site and display ads live up to expectations of your audiences. The experience you deliver must stick out from the rest. You must help bring them along the path and connect them to the information they need.
- Throughout that path, there are key moments. Key signals for brands to pick up on and deliver an answer of the information your audiences needs.
- These moments are key points along your audience’s path. Whether they are an oncologist, PCP, a pharmacist, caregiver or patient. - Go over key points for HCP and DTC
- Many brands may not have this path figured out. And it may look like this.
- But brands have the opportunity to make their paths look like this. You can provide the information your audience needs and move them along a clearly lighted path. Its more than just content. It’s more than just media. It’s all of them working together.
- How many in the audience are familiar with CRO or Conversion rate optimization? Explain CRO, the difference between onsite and off site CRO. How it is valuable to pharma.
- Your marketing efforts across HCP and DTC consist of a myriad of tactics.
- Chances are, a few of those programs are silo’d.
- Using the same message over and over again, no matter where in the funnel they are does not work.
- We need to fill the gaps between these programs. Connect the dots to ensure the right message is received on the right device.
- That is where programmatic comes in.
- Lots of data in cookie form
- Vanity URLs can connect print to digital.
- Brand Site
- Display
- Vanity URLs can connect print to digital.
- The HCP and DTC path need to converge, at their point of intersection, which is the appointment.
- Ultimately, we need to get the result you want. Arm the HCP and the consumer with the information they need so a prescription can be written.
- We need to fill the gaps between these programs. Connect the dots to ensure the right message is received on the right device.
- All of them need to work together.
- The top of the funnel, an HCP doing continuing education, a consumer experiencing symptoms. This is the time we must capture the audience. Cookie them and bring them into the funnel. We can identify these people by the content they view, the actions they take.
- It may be a visit to a brand site or viewing 3rd party content, but this is when your audience is exposed to your brand and your content needs to meet their expectations. Moving from awareness to consideration is a big step.
- Keeping someone with your brands. Going beyond on the pill, providing support.