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Leveraging HCP Migration to Optimize Multi-Channel Spend

One of the biggest challenges that launch brands in unique therapeutic areas face is identifying the right target audience for both unbranded and branded messaging. This is a critical first step for brand/therapeutic marketers, multi-channel engagement managers, AORs and field operations. Knowing that audience can impact speed to market, awareness and trial, business impact, and ROI.

Research shows that the migration of HCPs from initial touch to progressively increasing levels of engagement leads to defined levels of Rx activity[1]. Migration patterns are quantified based on writing activity for each period, and the longitudinal analysis provides a basis for targeting and message optimization over the period of launch.

Early-stage engagement is a critical first step in defining and predicting the migration of HCPs along the prescribing continuum from awareness and trial to adoption and loyalty. Identifying these audiences and analyzing their message engagement in the early stages of a campaign accommodates “in-program” adjustment of messaging and channels. This approach expedites the movement of a brand team/launch team quickly through the prospect universe, establishing a segmented communication standard that optimizes spend, reach, and business impact, while incorporating target engagement and value to the brand.

Multi-channel spend

[1] Groves, Kent and Bret Baker. Optimizing Frequency, Sequencing and Messaging for Emails in a Portfolio of Products and Non-Personal Tactics, PMSA Winter Symposium, January 2018.

Based on analysis and the in-market activity associated with a recent biologic launch, this approach provides early insight into binary segmentation of HCPs into bio-naïve vs. innovators. Targeting the total audience provides an early split between engagers and non-engagers. Continued messaging further differentiates non/single and multiple engagers, relative to their longitudinal Rx activity. It also identifies the content and sequence that produces trial and migrates HCPs from the primary levels of engagement to higher quintiles of Rx activity. In an environment where all eyes are on machine learning and AI-driven algorithms to predict next-best action, this process reinforces the role of strategy, marketing, and analytics working together to test, design, and leverage real-time insight. Furthermore, it validates and reinforces target selection, communication messaging, sequence, and activity-based segmentation.

Join the conversation and attend our session at the upcoming PMSA conference in Las Vegas on Wednesday, January 17, 2019 at 1:30pm.

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