This post was created in partnership with PulsePoint <\/p>\n
For healthcare marketers, can too much data be a bad thing? And what are the best practices for navigating privacy regulations?<\/p>\n
During an ADWEEK House Austin panel co-hosted with PulsePoint, industry leaders in healthcare explored the need to balance troves of data with putting the consumer first.<\/p>\n
A new metric for audience quality<\/p>\n
Jonathan Zile, SVP of data solutions at PulsePoint, moderated the discussion and acknowledged that \u201cthere\u2019s almost no limit on what we can do with data in terms of collection, processing, analysis.\u201d He asked if standard metrics like audience quality were still sufficient.<\/p>\n
Gozde Dinc, director of strategic partnerships and innovation at Genentech, shared that audience quality is \u201ca helpful baseline\u201d but \u201ca myopic North Star.\u201d That\u2019s because consumers rarely make health decisions in a vacuum, often relying on family and friends for advice.<\/p>\n
\u201cI care less about if somebody looks like the patient that I\u2019m trying to reach and more about if they\u2019re acting like one,\u201d Dinc explained. \u201cIf they\u2019re acting like they care, if they\u2019re clicking, if they\u2019re downloading, if they\u2019re watching those videos, if they\u2019re asking those questions, who are we to say that\u2019s not a quality audience?\u201d<\/p>\n
Innovation with privacy<\/p>\n
Zile highlighted that marketers must navigate the tension between patient privacy and the desire to innovate with data.<\/p>\n
Tara Sparks, director of paid and earned media at Novo Nordisk, said that while regulations must be followed, marketers can use \u201cproxy data.\u201d She gave an example of Novo Nordisk not having enough performance visibility in social media but knowing that 60% of consumers take advice from social media and 69% of doctors say patients ask for a drug by name.<\/p>\n
\u201cJust because I don\u2019t have great measurement on social doesn\u2019t mean that I can\u2019t advertise on social,\u201d Sparks said.<\/p>\n
For Bill Lucas, executive director of Sumitomo Pharma, it\u2019s critical to embrace the trust that consumers expect.<\/p>\n
\u201cTrust is a component of what we are selling. If we jeopardize that to try to get precise, we\u2019re really running into some issues there. And once you lose that, you start to lose long-term value,\u201d Lucas said.<\/p>\n
Different audiences<\/p>\n
Marketers also face challenges in designing campaigns for two audiences: consumers and healthcare professionals (HCP).<\/p>\n
Eugene Lee, chief operating officer of CMI Media Group, believes it\u2019s possible to combine and optimize them but some factors make it hard. One is speed, since getting a prescription drug is not as fast as buying something off a retail shelf. Another is regulatory, which slows down advertising creative.<\/p>\n
Lee also brought up structural challenges, like getting assigned either the HCP or direct-to-consumer (DTC).<\/p>\n
\u201cClients are sometimes just structured differently,\u201d Lee explained. \u201cThey have groups that are talking about HCP, groups that are talking about DTC, and they do and don\u2019t talk to one another well or not so well.\u201d<\/p>\n
Sparks mentioned a test case where Novo Nordisk worked with HCP and DTC teams on two simultaneous campaigns: one to get patients into the doctor\u2019s office and another to get the doctor to write the prescription. The results saw a 38% lift.<\/p>\n
\u201cThat intersection is imperative because they don\u2019t exist, one without the other,\u201d Sparks shared.<\/p>\n","protected":false},"excerpt":{"rendered":"This post was created in partnership with PulsePoint For healthcare marketers, can too much data be a bad…\n","protected":false},"author":2,"featured_media":43718,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[271],"tags":[24864,24865,3322,24866,15467,272,20104],"class_list":["post-43717","post","type-post","status-publish","format-standard","has-post-thumbnail","category-novo-nordisk","tag-adops-branded-content","tag-adweek-house","tag-data","tag-data-insights","tag-health-and-wellness","tag-novo-nordisk","tag-sxsw"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/116256331786928602","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/43717","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=43717"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/43717\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/43718"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=43717"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=43717"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=43717"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}