Michael Ackerman was representing Silverlight Digital at this week’s Digital Health Coalition Summit in New Jersey. If you were unable to attend – no worries, Michael’s got you covered as usual with musings, notes and things overheard at the event:
EHR
- Patient adherence can play a roll ($300 billion in lost business a year)
- Need to embrace post hospital – 2-way communications functionality – set-up mobile auto-enrollment while in hospital
- Patients comfortable communicating via virtual assistant chatbot
- Collect real-world data from patients – help care team, summaries for the patient, insights for marketing
The Physician’s Landscape
- Doctors swamped w info – Medical knowledge doubles every 3.5 years
- 1M members; 30M articles read
- Ad frequency is important to reach busy docs
- Doctor retention for native ads 4K times more than retention for banners
- Video retention also much higher than banners
- Doctor colleagues are most impactful for influencing
Challenge with Targeting Doctors
- Docs have lots of different digital identities – iPad, phone, have various desktop browsers – Meaning it’s not as simple as Loading NP list into DNP/DSP –
- Overcome challenges by reaching doctors when surfing outside pharma
Multi-Channel
- TV makes sense when there’s mass awareness for a product launch but over 50% tune-out commercials
- Pharma still advocating 60%+ of budgets towards TV
- Social can play a roll – create awareness of TV ad buys
Patients
- 4 in 10 are visiting Urgent Care vs. doctors/hospitals – 55% do so because of convenience, however, 85% believe docs/specialists provide better quality care
- Baby boomers trust docs much more – also more likely to use EMR portal to get advice
- 50% patients Google health problems vs. seeing a doctor
Video Techniques to Enhance Your Message
- Developing effective digital content has been their hardest digital obstacle – Pharma is too self-centered, heavy text, not engaging
- We all learn A LOT more visually
- Video has 300% greater engagement than text
- 80% consumers recall videos; 46% take action
- Huge advocate of patient story videos – Using actual patients vs. actors, not glossy, share both good and bad. Need to be patient – It takes a long time to find the right spokesperson
- Doesn’t know why pharma co’s still spend money on HCP print collateral (Doc don’t read)
Social Media
- Facebook after Cambridge Analytica – stock price recovered after 2 months, plus still growing outside NA
- FB interest targeting has been cut back but there’s affiliated interests, life event targeting, lookalike audience and can send custom audience
- Social benchmarks (from Unmetric) – 25% of pharma have FB unbranded sites, less than 1% are branded. 1/3 of branded sites have comments.
- FB posts per week – branded (comments) is 1.1, branded (no comments) is .5, unbranded represents 1.9
- FB average comments – 108 comments per week for unbranded; 25 for branded
- Twitter – mostly for corporate news
- YouTube – unbranded dominates