Combining target list and white-space strategy for ‘bottom of the funnel’ marketing drives significant growth in total Rx

For marketing teams at life science companies, it has historically been standard practice to focus point-of-care marketing exclusively toward physicians with specific, targeted National Provider Identifier (NPI) numbers. This approach has the merit of ensuring that all physicians who are exposed to point-of-care marketing tactics meet the marketing team’s targeting criteria. When utilizing upper funnel tactics, a focused target list on physicians that meet conversion criteria allows a greater return on investment.

However, a recent point-of-care marketing campaign executed via Veradigm Digital Health Media has demonstrated that this orthodox strategy is an incomplete path to achieving the highest potential impact in EHR advertising.

Veradigm enables life science marketing teams to market directly into physicians’ electronic health record (EHR) system. These systems contain clinical data including ICD-10 codes, prescribing behavior, and more. This first-party data is exclusively available to the vendor providing the EHR system. It can be used to effectively expand target audience criteria, supplementing NPI-level targeting to include physicians with patients who have specific ICD-10 codes in their charts, have previously prescribed the drug, or other criteria that strongly correlates with likelihood to prescribe. 

Why Point-of-Care Marketing is Essential for Effective Omnichannel Strategy

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