"Swoop's approach improves on the current system because it accounts for real-world behavior to uncover the HCPs most meaningful to a brand, leading to increased reach and prescription lift,” said Swoop co-founder and President Ron Elwell. “Through this new set of offerings, we are able to explore the multi-dimensionality of HCP influence and surface a much more refined list of the truly influential HCPs – many of whom may never surface via conventional NPI marketing approaches – and avoid the suboptimal HCP response rates and ROI associated with traditional, volume-based 1:1 NPI targeting advertising.”
HCPs with the most influence are often undetected, such as senior physicians who may not directly write prescriptions, physicians who influence upstream from a prescribing NPI, or general practitioners who act as specialists. Swoop defines, discovers and scores a brand’s most influential HCPs by applying machine learning and AI against the social footprint and digital body language of millions of HCPs. This unique combination is made possible through the integration of Real Chemistry’s proprietary Healthcare Social Graph with Swoop’s proprietary real-world data universe. The result is three products that reach the following audiences:
- Opinion Influencer Audiences: Identifies the most influential HCPs in a therapeutic area based on their social activity plus online activity plus referral activity plus patient activity.
- High Prescriber Practice Affiliation Audiences: Reveals the top prescribing HCPs and targets applicable NPIs in their practice.
- Hospitals and Integrated Delivery Network Affiliation Audiences: Uncovers and targets NPIs at any affiliation level, such as a hospital or integrated delivery network.
Through each of these products, clients can create HCP influencer audience segments ready for activation within days of engagement with no cost to build and no upfront fees prior to launch. Influencers are re-scored on a monthly basis to ensure ongoing accuracy, relevance and optimal outcomes. Segments can be activated across the widest variety of demand-side platforms (DSPs) in the industry for superior results rather than proprietary DSPs with secondary inventory.
Swoop (www.swoop.com), a Real Chemistry solution, empowers the world’s leading pharmaceutical brands to better educate patients about disease states and the therapies that could remedy their conditions, as well as enable them to become active participants in their treatment journey. Swoop’s HIPAA-certified and NAI-accredited system of activation has uncovered over 1,800 unique target audiences for precisely activating patient populations and their healthcare ecosystems through cross-channel marketing strategies. By utilizing artificial intelligence, machine learning and evolutionary computation in conjunction with a real-world data universe of over 300 million de-identified patients and 65 billion anonymized social determinants of health signals, Swoop's segments are superior in audience quality, lead to optimal conversion and drive increased Rx lift. It’s no wonder that 18 of the top 20 healthcare marketing agencies and 42 of the top 50 pharmaceutical brands power their marketing efforts with Swoop. And we are just getting started.
About Real Chemistry
Real Chemistry is a global health innovation company making the world a healthier place by empowering patients to access the right treatment at the right time, equitably and cost-effectively. We leverage best-in-class data-driven, tech-enabled and digital solutions to deliver clear, concise communications, engagement, activation and value across a full range of healthcare stakeholders – patients, payors, providers, caretakers and regulators. For more information, please visit www.realchemistry.com and connect with us on Twitterand LinkedIn.