Harshit Jain MD is the founder and Global CEO of Doceree, the first global network of physician-only platforms for programmatic marketing. 

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As healthcare and pharmaceutical brands have embraced digital marketing initiatives during the pandemic, transparency has been essential for marketers in the industry. The adoption of digital communications forced technology companies to be upfront about the marketing solutions their partners use. Thus, there shouldn’t be any distrust or uncertainty in the resources shared with pharma marketers to develop, analyze and execute marketing plans.

When transparency exists regarding the physician reach and engagement rates, programmatic efforts can usher in more advanced technologies that better equip brands to implement successful marketing practices. As pharma marketers shift toward programmatic ecosystems to reach and communicate with physicians, here’s why transparency is vital for the marketing tactics to evolve in the healthcare and pharmaceutical sector.

Visibility On Real-Time Campaign Metrics

Pharma marketers require access to marketing campaign metrics in real time to optimize their approach and messages being served to physicians. Without visibility during a project, the reach, impressions and click-through rate are unknown until the conclusion of the campaign. This can be a great detriment to brands since marketers lose out of the ability to pivot mid-campaign and refine their approach with adjustments to the messages, formats and platforms, to create an upswing in traction on digital channels.

Without the awareness of the successes or shortcomings of a campaign available to marketers, budgets aren’t used effectively, with the results only available at the conclusion of it. The valuable insights on the outcomes of the marketing efforts can guide marketers’ progress to new heights by turning to technology organizations that supply brands with the ability to make real-time adjustments to digital communications to boost business results.

Comprehension Of Data Gained Via AI Technologies

It’s crucial for brands to align internally on the data points that are most impactful to achieve the company’s objectives. This can enable marketers to strategize and capitalize on the audience datasets obtained to develop and execute dynamic campaigns. 

Amassed with large volumes of digital data, pharma marketers are poised to elevate their communication creations. However, brands are withheld from seeing the comprehensive overview of the metrics being shared if the data points don’t accurately depict the campaign’s results. The learnings garnered from digital marketing initiatives have a tendency to guide the direction of future efforts to further emphasize the areas of success.

The ability to employ AI technologies to generate campaign data can be a valuable resource that pharma marketers should understand and trust the findings of in order to institute procedures that reflect those insights. When partners openly disclose data points with pharma marketers, the direction and strategies evolve to deliver personalized content that can maximize expectations across the category to serve content that resonates with a physician.

Further, marketers must continue to monitor the data analytics from campaigns to refine content that will raise the most traction with their target audience.

Deliver Genuine Results

The shift to more digital marketing endeavors not only impacts where the message will be displayed but the allocation of the budget to reach and interact with physicians. Without the complete transparency of campaign results, pharma marketers aren’t able to gain a thorough overview of a campaign’s achievements and understand the platforms and messages that were key factors in the successful execution of the project. The data should be factual and readily accessible so it shouldn’t be misconstrued or altered to showcase grander results.

Therefore, marketers need to solidify their sought-after objectives for the company’s marketing initiatives. Accessing the campaign results can empower an organization to adjust marketing tactics when necessary. The marketing team should have a process in place to revitalize the deployed marketing messages if the traction isn’t meeting expectations. An established course of action to refine the marketing strategies can enable brands to take swift action to optimize a campaign.

Having a trusted partner to share both positive and negative outcomes could be useful, as it can set marketers on a path to pursue marketing operations that build off achievements and shortcomings with the vision to develop digital communications that will resonate with the target audience and pay dividends for the growth of their brand.

Marketing Messages Elevate Medical Education

To enrich marketing messages with physicians, marketers should progress with content that is informative and distributed in a non-coercive manner. Transparent messages that are beneficial to a physician’s specialty enrich the impact of marketing projects and bolster the trust between brands and medical professionals. Thus, developing a rapport with physicians will ensure future messages are notable and hit the mark with the latest developments in their specialty to build a long-lasting relationship.

While transparency is key between brands and marketers, marketers must also be forthright in their interactions with physicians to deepen the bond with informative content that enhances their ability to tend to their patients. 

Build Trust To Shape The Future Digital Landscape

When meaningful digital communications are deployed to physicians, brands are able to cultivate a trusting relationship with medical professionals. Technology companies must maintain straightforward dialogue with their marketing partners to ensure companies receive the data analytics that uplift their marketing plans. With a data-driven philosophy, partnerships can thrive with learnings from campaigns to direct the approach of future communication practices. By identifying a partnership that equips your brand with the insights to elevate digital interactions, the collaboration can flourish with the crucial insights to guide future marketing programs.

Through transparency, pharma marketers can expose the powerful capabilities of technology platforms to drive profound communications to physicians on endemic and point of care networks. The clarity and accessibility of data analytics from AI-powered solutions will advance the healthcare and pharmaceutical category to garner greater business outcomes via transparent marketing efforts.