Erin DeRuggiero, CEO
Pharma companies, responsible for developing innovative therapies and drugs, play a critical role in ensuring the effective treatment of patients. However, before the novel offerings of these companies reach the relevant patients, there is an elaborate marketing and sales process that takes place between the pharma companies and healthcare professionals (HCPs) at the point of care. While companies usually send their sales representatives directly to the HCPs, the ongoing pandemic has rendered this method ineffective.
Such was the case of a pharma organization providing oncology therapies. When the pandemic hit, their marketing and sales reach suffered, as they could no longer send representatives to healthcare professionals (HCPs) practicing in hard-to-reach areas. Even if the pharma company wanted to engage them remotely, the limited web presence of the HCPs made it almost impossible. What the pharma company needed was an intelligent marketing solution able to reach HCPs whenever they actively consumed content on the internet.
Interestingly, the company found the perfect solution to achieve its goal with TI Health—an intelligent, data-driven, omnichannel marketing and analytics company specializing in engaging healthcare providers and patients.
By leveraging its event-triggered predictive analytics platform, MOSEE, TI Health enabled the pharma company to reach its hard-to-reach HCP audience. These ads were triggered whenever the HCPs interacted with related mobile events and consumed brand-safe content outside of traditional medical journals or EMR platforms on their personal devices. What’s more interesting was that the ads were also personalized to suit the past preferences of the physicians.
“Within six months, the pharma company witnessed a substantial 160 percent ROI, garnering more than $24 million in lifetime patient value,” says Erin DeRuggiero, CEO of TI Health. Owing to MOSEE’s competencies, the company was able to equip a broad base of oncology HCPs (including nurse practitioners, family practitioners, internal medicine providers, and critical care medicine) with the latest therapeutic solutions, ultimately increasing the survival rate of their patients.
This is but one of the instances where TI Health’s MOSEE has been able to boost a pharma company’s marketing outcomes. “Apart from MOSEE, our portfolio includes specialized solutions powered by our proprietary predictive analytics engine, which aggregates weekly EMR, diagnostic, and telehealth fueled data. By leveraging such HCP relevant data, we facilitate omnichannel HCP activation for clients, whether it is pharmaceutical companies, medical device providers, hospitals, or insurers,” mentions Erin.
This is but one of the instances where TI Health’s MOSEE has been able to boost a pharma company’s marketing outcomes. “Apart from MOSEE, our portfolio includes specialized solutions powered by our proprietary predictive analytics engine, which aggregates weekly EMR, diagnostic, and telehealth fueled data.
TI Health helps marketing personnel and pharma sales reps to hone in on individual HCP interests and tailor messaging accordingly for assured HCP engagement
By leveraging such HCP relevant data, we facilitate omnichannel HCP activation for clients, whether it is pharmaceutical companies, medical device providers, hospitals, or insurers,” mentions Erin.
Next-Gen Event-Triggered Marketing Solutions
TI Health helps its clients’ marketing personnel and sales representatives hone in on individual HCP interests and tailor brand messaging accordingly for assured HCP engagement. “By having a collaborative conversation with clients, we try to understand their current marketing shortcomings and take steps to systematically address those through our solutions,” she continues. During the engagement, the company essentially becomes a strategic part of the clients’ marketing departments, equipping them with its extensive, holistic market knowledge and access to hard-to-reach HCPs. Whether the clients are doing a pilot test run of their products or planning a launch, TI Health helps them connect with the right HCP audiences for their products or portfolios.
But how? Notably, TI Health leverages DOCTRAX—a professional targeting suite—to map the target HCP audience based on relevant specialties or prior diagnosis and prescribing behavior, which can also include an overlap against the client-supplied lists of prioritized accounts. The company then engages these HCPs through ads based on the number of profiles, segments, or event triggers. Through its ALERT suite (designed to track HCP activity), the company also allows clients to engage with physicians based on the meetings or conferences they are attending, their formulary perspectives, claims data, prescriptions written, and so on. TI Health also takes into consideration the relevant channels through which the HCPs prefer to receive messages from pharma and medical device companies. As a result, the clients can effectively connect with the HCPs they are targeting no matter their location but ensuring that the relevant HCPs receive the messaging they are truly interested in.
The clients can also choose television advertising through TI Health’s CTVmd—a solution for targeting household devices of HCPs. The solution can serve targeted ads through internet-connected televisions to specified national provider identifier (NPI)-verified HCP households. In fact, CTVmd boasts over 171 million connections across pay-TV, wireless, and broadband, with more than eight million HCP households and 24 million unique households.
In addition to these cutting-edge solutions and extensive market knowledge, what really sets apart TI Health is its ability to keep the clients updated through every step of the HCP engagement process, providing them with easily understandable metrics to visualize the HCP activation performance and increase in total lead conversions.
With the aim of taking these competent omnichannel marketing even a notch higher, TI Health is now working on developing a new and more powerful predictive analytics engine, which will enable the company to continually loop back its collaborations and leverage the existing data to optimize its targeting and personalization capabilities. “As our customer needs evolve, we aspire to remain several steps ahead of their requirements and provide them with the necessary tools they need to exceed their marketing goals,” concludes Erin.