Driving Growth in Prescribing Behavior via Programmatic Electronic Health Record (EHR) Advertising

Weave programmatic EHR into an omnichannel strategy to reach HCPs at the end of the treatment funnel for a large pharmaceutical brand.

Point-of-care (POC) marketing has become incredibly important for pharmaceutical brands looking to reach healthcare providers (HCPs) throughout the clinical workflow. Electronic health record (EHR) platforms provide life science companies with a unique vehicle for POC marketing. HCPs spend over a third of their time using these systems during patient appointments and an average of two hours for every hour of direct patient care. The POC landscape is filled with a growing number of small EHRs, connected apps, and other clinical tools that promise some level of advertising capabilities and reach. However, POC and EHR advertising partners differ greatly in their capabilities, reach, and precision—distinctions that may seem minor but can have large implications for the effectiveness of pharma brands’ POC and omnichannel strategies.

A large pharmaceutical brand engaged KINESSO to implement POC marketing tactics to round out an omnichannel strategy designed to reach HCPs during both “blue jean” moments at home and “white coat” moments in the clinic. Since many top-of-funnel tactics broadly target larger audiences, KINESSO wanted to home in on a strategy intended to reach HCPs at the other end of the treatment funnel via EHR.

KINESSO turned to PulsePoint, in collaboration with Veradigm, to design and execute their EHR strategy, feeling it...