Real-world data increasingly informs the life sciences industry across various functions: HEOR, forecasting, Sales and Marketing, etc.; but often with a temporal lag that doesn’t allow for continued optimization of marketing execution. Swoop, with intelligence by IPM.ai, presents a new paradigm integrating real-world health data with omni-channel marketing execution – with our HIPAA-certified and patent pending PrAIvacy architecture, we pioneer the integration of previously disparate assets, with an execution platform for activating your ideal patient population and their associated healthcare providers.
With our advanced AI and machine-learning combined with our network of endemic healthcare sites, Swoop is uniquely positioned in the market to find, engage and convert your Ideal Patient Population.
Pharmaceutical marketing comes with its own distinct set of challenges: your approach to the market is unique depending on therapeutic area and indication, formulary position at payers and hospitals, complexity of treatment algorithm, etc.
Fortunately, Swoop with intelligence by IPM.ai is here to help you craft an omni-channel marketing strategy that will find, engage and convert your ideal population of patients and their associated healthcare professionals.
Our upcoming white paper, “Using AI and Data for Healthcare Marketing,” will provide in-depth insights into utilizing big data, machine learning and AI to optimize your digital advertising among a variety of scenarios, based on population size, competitive landscape and your position in the market. Keep an eye on the Swoop blog, as we will be posting high-level breakdowns of each scenario.
Today’s scenario: Market Leader For A High Prevalence Condition
No matter the scenario, there are three major things you need to do to utilize ML, AI and data to optimize your digital advertising:
- Define and find your Ideal Patient Population
- Engage Patients and HCPs directly
- Convert patients to your defined business goal
So, in our example today, we’re looking at a market leader for a high prevalence indication like diabetes or RA. As the branded market leader positioned behind a first-line generic, your primary goal is to simply get in front of as large of a diagnosed population as possible and increase the number of people seeking a diagnosis or treatment. The easiest and most efficient solution is to advertise to diagnosed visitors, thus a Cost Per Unique Diagnosed Visitor campaign – where you reach the diagnosed patient population as cost-effectively as possible – would be an excellent solution.
Define and Find Your Ideal Patient Population
The Ideal Patient Population in this case is fairly straightforward – anyone who is highly likely to have been diagnosed with the condition your therapy targets.
A secondary patient population could be a model of likely pre-diagnosed individuals – patients who may not have a diagnosis of the condition itself but who fit a model that implies the condition is likely to be diagnosed in the future. Another alternative could be specifically individuals who fit a model implying diagnosed and untreated.
Engage Patients and HCPs Directly
Once you know who you’re looking for, it’s time to engage both them and their associated HCPs directly. Engaging HCPs is traditionally done via your personal promotions team, but being able to effectively and efficiently activate both patients and HCPs via digital channels can dramatically increase the efficacy of your campaigns.
Swoop with intelligence by IPM.ai can fill in this digital gap by advertising to your real-world metrics. We determined earlier that your ideal patient population is likely all individuals with a diagnosis. Swoop can natively run campaigns optimized towards these diagnosed individuals – this would be a campaign which maximizes your marketing dollars by reaching diagnosed patients as cost-effectively as possible.
Further, thanks to IPM.ai’s intelligence and data associating diagnosed patients with their healthcare providers, Swoop can serve ads to not only your existing target list of HCPs by NPI, but to any HCP who has patients diagnosed with your condition.
You may also want to break down your messaging by patient or HCP type: HCPs who write scripts for your therapy receive one message, HCPs who write scripts for a competitor’s therapy another; patients who are diagnosed and prescribed your therapy receive adherence messaging, while patients who are diagnosed and prescribed a competing therapy receive switching messaging.
Convert Patients to Your Defined Business Goal
Most importantly, your engagement vehicles should optimize towards a real-world business goal – in this case Cost per Unique Diagnosed Visitor. Again, Swoop performs this optimization natively and is the only solution that can take real-world health data and run real-time algorithmic optimization towards it.
Get The White Paper
For more insights into using AI and data for healthcare marketing, follow the Swoop blog and Swoop’s Twitter account – we will periodically release scenarios from the white paper over the course of the next few months.
And if you want to be among the first to read the full white paper, with more in-depth insights into the most common scenarios in which AI and data can be utilized to optimize digital healthcare marketing, fill out the form and it will be sent to you as soon as it is completed: