New PulsePoint Tool Reveals Impact of Specific Ads on Individual HCPs
The technology was developed with support from Butler/Till and Salix Pharmaceuticals.
PulsePoint this week added a new capability to its platform that’s designed to help marketers get more granular in tracking doctors’ reactions to various assets.
The Ad Server Creative ID Reporting tool combines both physician-level and creative-level insights, automatically connecting data about which specific ads within a broader campaign were shown to and sparked action from individual doctors.
Marketing teams can access reports about the data within PulsePoint’s platform. Those findings could then inspire adjustments to omnichannel and personalization strategies as needed based on the particular messages and channels that triggered HCP engagement.
PulsePoint developed the technology with early support from agency Butler/Till and drugmaker Salix Pharmaceuticals. In statements included in Tuesday’s announcement, executives from all three firms touted the tool as a way to close “a clear gap” in effective engagement strategy and do so without majorly upending existing trafficking processes.
With the new capability, according to Ezra Suveyke, PulsePoint’s chief product and technology officer, “marketers get the creative-level NPI attribution to match the complexity of how they’re actually running omnichannel campaigns and they get it without the manual lift that used to make that kind of insight cumbersome.”
solli’s Final Thoughts
Reaching and engaging HCPs is and always will be a key priority in pharma media, and advanced data gathering and analytics capabilities are enabling marketers to home in even closer.
New software tools built on those capabilities may allow for more effective omnichannel campaigns: whether that’s by exposing the exact asset that got a doctor to click, as with PulsePoint’s tech, or by pinpointing the moments when HCPs may be most receptive to a certain message, as with other recent launches.
These and other tools are aimed at equipping marketers with information that they can use to dial up personalization and precision to reach clinicians with the right message, via the right channel, at the right time—a must as they battle HCPs’ busy schedules and information overload in pursuit of influencing clinical decision-making.
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