PulsePoint Enhances Social Capabilities for HCP Omnichannel Engagement
Increased outcome measures through a collaboration with CMI Media Group
PulsePoint recently announced a significant update to its HCP Omnichannel Suite, introducing enhanced social media capabilities. This development marks a strategic expansion of the platform’s ability to effectively engage healthcare professionals (HCPs) across social networks like Facebook and Instagram, potentially transforming how pharmaceutical brands interact with this key audience.
Exploring the New Social Features
With the addition of authenticated NPI targeting and integrated programmatic campaign strategies, PulsePoint’s update aims to refine how pharmaceutical companies can reach HCPs at both professional and personal online moments. The platform’s promise of improving engagement metrics was demonstrated in a collaborative effort with CMI Media Group, which reportedly boosted both reach and the initiation of new prescribing behaviors among targeted HCPs during a recent campaign.
Excitement from stakeholders
Reflecting on the new capabilities, Walter Schmidli, VP of Paid Social at CMI Media Group, shared insights into the challenges of previous social media targeting approaches for HCPs. ” HCP-specific insights for traditional social platforms have been historically limited, and we are excited to gain a deeper understanding of the channel’s role in an HCP’s journey through this partnership with PulsePoint.” Schmidli remarked.
Andrew Stark, PulsePoint’s Chief Commercial Officer, emphasized the strategic value of integrating social channels within existing marketing frameworks. ” Our solution breaks down the barriers that traditionally arise from planning and executing social media budgets separately from other addressable channels. With our data foundation and insights around HCP behaviors, brands can target the most relevant HCP audiences with precision and measure the impact of their campaigns in driving real-world outcomes,” Stark explained.
Survey Insights and Strategic Impact
Data from CMI Media Group’s 2023 Media Vitals survey underscores the importance of social media in reaching HCPs. Seventy percent of HCPs state that they are active on social media monthly, with 43% reporting daily usage. This behavioral trend supports the potential impact of PulsePoint’s new tools in meeting HCPs where they are increasingly active, thereby facilitating more effective brand interactions.
Questions from solli
The introduction of these enhanced features prompts opportunities for those looking to integrate more intelligence into their social engagement with HCPs and tie it to their broader omnichannel work.
- Privacy: How does PulsePoint plan to address current & future privacy considerations related to precise digital targeting?
- Cross channel integration: Can these tools enhance the transparency and traceability of campaign data across multiple channels?
- International scaling: What are the potential challenges in scaling these solutions across global markets, particularly in regions with varying data privacy regulations?
- Upskilling: What training or support will PulsePoint offer to help clients maximize the benefits of these new social capabilities?
To read the full press release click here.
