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April 30, 2021 admin0

As medications target more niche audiences, it can be difficult for pharmaceutical marketers to reach their sought-after sub-populations from the greater patient pool. Dan Wilmer, Chief Product Officer of InStep Health, detailed in an interview, shared yesterday, how partnering with DeepIntent allowed them to utilize cutting-edge data-driven capabilities for a multichannel brand campaign: “What [our industry is] doing as healthcare marketers is we’re finding the right patients that are appropriate for these very specific treatments. So I think that the exciting part is that the medicine is getting better than its ever been. The challenge is that those medications are for a narrower and narrower group of people. And that’s where healthcare marketers … are coming into the equation because we’re bringing … this education, this message of hope.”

Sharing a real-world example, Wilmer explained that when crafting a client’s campaign, InStep Health added a digital overlay component to their in-pharmacy and in-physician-office programs. That, coupled with DeepIntent’s HIPAA-compliant patient-modeled technology which looked at ICD 10 codes and NDC numbers, helped generate even greater lift for the brand. This model developed “very specific audiences based on that anonymized and tokenized data,” Wilmer explained in the video interview. When compared against the control group, metrics from third party research studies showed a “9:1 ROI” and “2x the average of all other digital media properties” when measuring audience quality related to digital targeting, he added.

Wilmer’s interview was featured in “Embracing the Future of Healthcare Marketing“, a thought leadership video series from DeepIntent and Beet.TV. DeepIntent, which celebrates its five-year anniversary today, launched the series in November 2020.

April 30, 2021 admin0

The Ad Council’s continued awareness campaign with the Alzheimer’s Association is being brought directly to patients and caregivers via a campaign extension partnership with Phreesia. According to the news release, in the 10 weeks post-campaign launch, “over half the people who engaged with the campaign as they checked in for a healthcare visit on Phreesia’s digital platform were likely to talk to a doctor about Alzheimer’s disease.” The campaign is scheduled to run through the end of 2021.

Patients can view a PSA – designed by Phreesia’s in-house creative team to highlight distinctions between “typical signs of aging and early symptoms of Alzheimer’s” – and then complete an optional survey about their knowledge of the disease as well as the campaign’s impact. “While more than two in three patients surveyed were aware that forgetting new information and becoming confused are symptoms associated with Alzheimer’s disease, patients were less familiar with other symptoms, such as challenges in completing tasks and naming objects or changes in judgement,” stated the news release. Additional resources can be emailed as a follow up to those interested, including “conversation starters for those wanting to address worries with family members and a 10-step action plan for concerned caregivers.”

(Images courtesy of Phreesia.)

April 30, 2021 admin0

A multidimensional COVID-19 awareness and education campaign was unveiled this month by PatientPoint, the first project under the newly-merged PatientPoint and Outcome Health. In addition to educating about the COVID-19 vaccines, the campaign will also target vaccine-hesitant groups, including Black and Hispanic communities. According to the news release, “[t]he campaign’s marquee segment, What Happens Next?represents a collaboration between PatientPoint and the Ad Council and COVID Collaborative’s national ‘It’s Up To You’ COVID-19 Vaccine Education Initiative.”

The PatientPoint campaign, which will also include ‘It’s Up To You’ assets, utilizes video and original educational content via waiting room screens and exam room touchscreens. To help engage with vaccine-hesitant populations, the news announcement shared that “[c]ampaign content was informed by the research and creative strategy behind ‘It’s Up To You’ and conversations with Black and Hispanic healthcare leaders including James Thompson, MD; Raymond G. Jacinto, PA-C; and Suzette McKinney, DrPH,MPH, all of whom are featured voices across campaign content appearing in doctor’s offices nationwide.”