PulsePoint, Medscape and WebMD Unveil Patient, HCP Engagement Detection Tool
The Moments technology aims to pinpoint when clinicians and patients may be most receptive to health messaging.
A new offering from PulsePoint, Medscape and WebMD is designed to help marketers capitalize on the exact moments when patients and clinicians are engaging with health content.
On Medscape, the Moments technology identifies when HCPs are exploring clinical information—for example, accessing drug information or condition details on the site or using the physician-centered Medscape AI tool. WebMD Moments, meanwhile, detects consumer engagement with information about symptoms, treatments and more.
From there, pharma marketers can use PulsePoint’s Adaptive Optimization AI-powered solution to activate campaigns around those specific intent signals, potentially reaching HCPs and patients when they may be most receptive to health-related messaging.
In early testing of the Moments capability, according to this week’s launch announcement, the Medscape iteration led to an average 150% lift in new prescriptions per exposed HCP, while using WebMD’s version for direct-to-consumer optimization has improved audience quality by around 18%.
“Every other vertical has been able to do something health marketing couldn’t: time activation to real behavior. Receptivity isn’t constant. A doctor reviewing a drug monograph the night before a patient encounter is in a different state than the same doctor a week later,” Parker Noren, senior VP of product strategy for the three companies, said in the release.
“Moments captures that as it happens on Medscape and WebMD, and PulsePoint acts on it across the full media plan the same day, HCP and DTC. That’s what turns broad reach into effective reach,” Noren continued. “And it held everywhere we ran it: clinician and consumer campaigns, rare disease and high-prevalence conditions. It changed what a health campaign is capable of.”
The Moments technology is slated to be made available to more pharma marketers in an open beta phase at the start of next year.
solli’s Final Thoughts
As sharper data and smarter technology help pharma marketers better define their hyper-specific audiences and refine media plans, the next phase of campaign optimization is focused on reaching those audiences in the exact moments that they’re most open to such messaging.
That level of efficiency could be a game-changer for pharma media, so long as the targeted moments of intent are accurate and accessible, without overstepping the bounds of data and personal privacy.
