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 was critical to execute on two fundamental strategic principles:

1. Utilize programmatic technology to deliver the client’s messaging via the EHR to a highly targeted audience. They wanted to do so while maintaining the ability to control ad frequency, integrate seamlessly with other channels, and receive enhanced real-time reporting—while reaching 100% of targeted National Provider Identifiers (NPIs).

2. Access the Veradigm Network of HCPs via an integrated marketing platform like Pulse-Point. Veradigm offers access to one of the largest ambulatory EHR networks in the United States and has deep experience in transparently and compliantly partnering with life science companies for impactful POC media activations.

Using PulsePoint and Veradigm’s integrated EHR solution, KINESSO’s client launched two separate EHR programs targeted at PCPs, endocrinologists, and nephrologists. These programs featured unique creative assets intended to help HCPs further understand the benefits of pharmacologic therapy in treating patients diagnosed with relevant conditions aligned to the brand’s approved indications. The EHR strategy was then woven into a more extensive omnichannel campaign intended to reach audiences across multiple channels in an orchestrated approach.

To identify and reach the right HCPs, PulsePoint’s technology evaluates up to 100 billion daily opportunities, profiling digital behaviors and intent and addressable across devices, households, and locations visited by consumers and target audiences. Its data and identity graph enable brands to delve into backend reporting that provides immediate clinical insights about target HCPs who were exposed to ads and then prescribed a drug.

For biopharma brands that value a demand-side platform like PulsePoint, EHR platforms like Veradigm can help brands drive valuable communication with crucial audiences at one of the most critical stages of the provider’s journey. This approach allows marketers to plan, execute, optimize, and measure the impact on HCP advertising across a complete omnichannel strategy.

The campaign results were robust, and exposed HCPs prescribed more of the client’s brand than the average prescriber in the US.

KINESSO was excited to collaborate with PulsePoint and Veradigm to incorporate EHR into our omnichannel strategy. The ability to utilize programmatic technology to deliver messaging via EHR to a highly targeted audience proved valuable. It was great to see that tapping into POC demand programmatically drove such impact. We look forward to continuing our partnership and incorporating these first-to-brand strategies to drive growth in prescribing behavior.

– Mackenzie Walsh, Manager, Addressable Strategy, KINESSO