Clinicians are people, Platforms inspired by consumers; built for pharma

Clinicians are people – just like us. Like us, most of them are busy, have friends and start their day on social media. In just the last two years, our media habits changed dramatically and there are a wealth of opportunities to reach clinicians while using the Internet which has become invaluable to everyone.

  • Search. Remember when we used to start our day on Google? Not any more. Days start on Facebook or Instagram or Snapchat. Search use has dropped from 55% of all users to less than 49%.
  • Social. Our communities bring us our news and influence us. 62% of us get our news from social media. A person we’re connected to on Instagram is 11x more likely to influence us than an ad.
  • Ads. Oh, and speaking of ads, they stopped working. WebMD’s inability to sell them says so. That’s not a surprise; 25% of us block ads. Worse, 60% of ads we click on our phones are “mistakes.” In my case, it’s about 99%.

Delivery. Ok, we’ve discussed, search, social, mobile and ad blocking. There’s one more big change. Delivery. Twenty years ago, Amazon sold $15 million of stuff. It feels like I spend that much these days. With Prime, I’m there all the time. Our Amazon-enabled generation doesn’t go to stores – or websites – much anymore. Companies like Birchbox, Dollar Shave Club and Graze sustain us. Warren Buffet calls delivery, a “tough, tough, tough competitive force.”

 Inspired by consumers; building for pharma.

New platforms satisfy our new habits.

Guess what? Your customers need new platforms too. These solutions need to be social, influential, experiential and deliver. In our industry, they also need to be compliant.

That’s where we come in. Healthcare gives doctors lots of content. We make them content. We are inspired by consumer and build for pharma.

Clinicians flock to Twitter during major events in their specialty. Twitter traffic during ASCO – oncology’s biggest conference – increased five-fold from 2013 to 2016. Try to find a pharma brand page on Twitter. Regulations preclude it. This is why pharma needs its own platforms.

mapt: a social network for pharma’s live events.

About five years ago, we struggled to find things to watch on TV. Navigation was bad. Recommendations were redundant. We wanted to unlock the good stuff trapped inside TV’s bad UI.
Inspired by dashboards, we built one for TV. Shows you like are bigger than shows you don’t. When your friends start watching, the show glows. We showed our pharma friends our “what’s on TV” solution. They loved it – for pharma. “Give it to doctors to help them navigate places with lots of content and bad navigation,” said Jasper Beard, Marketing Director at ViiV.

Conferences are peak moments for a community – like the Super Bowl. Engagement crests so brands need to be there. With ViiV, we took it to ID Week in 2014.

Four PM360 awards for innovation later, mapt is a proven winner. It is a social network for clinicians around a given conference. Instead of engaging around tweets or posts, clinicians engage around sessions at the event. Like other social platforms, it aids discovery and fosters networking. mapt engages the people who go. And, just as importantly, the people who follow remotely. On-site clinicians discover sessions that matter. Those who follow from afar, follow the trends.

Above all else, mapt is pharma compliant. It’s social without user generated content.

 feedkast: a newsreader for pharma.

Clinicians love Twitter. In most specialties, more than half use it to curate and share content.

Shortly after ASH last year, three very social thought leaders, mused about a platform that would get them very specific content faster and easier. Essentially, they described Apple News meets NEJM’s Journal Watch.

Find stories from sources, people and institutions that matter to them. Remove the inline comments, de-dupe stories and block the sources that don’t suit their individual needs.

We heard them – and built feedkast. It’s a newsreader geared to pharma. It addresses the needs of clinicians and ensures that the platform works for brands.

 “Brand builder.”

Media changes behavior; behavior changes marketing. Clinicians want tools. Brands want compliant, engaging platforms that reach them.

We note that ads are a tough sell these days. Viewability, bots, supply chain issues and ad blockers are issues for advertisers. Mike Thompson, MD, PhD summed the clinician side this way, “What HCP wants ads?”

Your brand is much bigger than an ad. Use it. Your reps and scientific liaisons don’t see customers and show them an ad. Your non-personal promotion shouldn’t either.

Our industry embraced influencers long before social media made it a thing. You have key opinion leaders, speakers and brand ambassadors. You also have videos that explain your product and interviews with experts, efficacy data, articles and other real or “native” content.

We built that into our for-pharma platforms. Both mapt and feedkast includes our “brand builder” technology. Yes, it displays your promotions. It also presents your branded “native” content and features your KOLs.

In a head-to-head study during ATS last year, native content engaged 13x more clinicians than promotional banners.

Building for pharma means we understand data. We know your clinicians. We can track more than 80% of our audiences back to an NPI. And, better than DoubleClick which logs an IP address, we track every actions on every one of your assets back to an NPI.

Oh, and about that delivery thing — we get “delivery marketing.” An early investor in Uber said, “500,000 people download an app; only 1% come back.” All our platforms are personal in every channel. That means your brand shows up with safe, relevant content uniquely for each of your customers.

 

Inspired by consumers; built for pharma.

 

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