WEBINAR #2: Beyond the Script Webinar Series

Beyond the Script is a three-part webinar series from solli in partnership with Medscape, PulsePoint and WebMD. Each episode explores how real-world data and digital behaviors can help healthcare brands engage professionals and patients more effectively.

Episode two, “Rethinking the Measurement Lag: Feasible Alternatives to Claims Data,” is now live. Hosted by Richard Springham, CEO of solli, it brings together:

• Alison Tapia, former Senior Director, Performance Marketing & Digital Innovation, Dermavant Sciences, an Organon Company

• Zach Zaben, SVP, Global Director, Starcom / Publicis Media

• Ezra Suveyke, Chief Product & Technology Officer, PulsePoint

Together, they explore why delayed clinical data leaves marketers flying blind — and how alternative signals, digital engagement patterns and real-time behavioral insights can unlock faster, more agile optimization.

Watch the full webinar here:

Webinar #2 – Key Highlights

• Why Claims Delays Hurt Performance: Lagging script data forces marketers to react to the past rather than influence the present, slowing optimization and obscuring ROI.

• Focusing on What Can Be Measured Now: Micro-conversions, digital engagement signals and HCP web behavior can serve as powerful directional KPIs while waiting for clinical data.

• Using Real-Time HCP Signals: Tools like PulsePoint’s HCP365 illuminate how physicians engage with brand sites, content and messaging — providing early indicators of intent and interest.

• Historical Norms Still Matter: Six-month and multi-year patterns can offer meaningful baselines when current script data is delayed, helping teams predict likely behavior.

• Blending Real-Time & Historical Data: Modern measurement stacks integrate observation-based digital signals with lagging clinical information to build a fuller, more actionable picture.

• Tech Stacks Need Unification, Not One Vendor: Strong marketers stitch together data from multiple systems using common identifiers (like NPIs in the US) to create a unified, scalable view.

• Crawl, Walk, Run: Meeting Brands Where They Are: Smaller brands may lack resources for advanced analytics; agencies should tailor solutions that fit budget and capability while laying the groundwork for future sophistication.

• Why Convenience & Personalisation Matter: Engagement signals—from email opens to website interactions to EHR-derived insights—help marketers create receptive audiences before claims data arrives.

• Removing Barriers to Adoption: Brands hesitant to experiment should examine what’s holding them back — whether regulation, risk tolerance, resourcing or misperceptions about data usage.

• Partnerships Enable Progress: Agencies and tech partners play a critical role in helping teams pitch for budget, navigate constraints and build toward more advanced measurement over time.

• Innovation Funding Exists — But Brands Must Ask: PulsePoint and other partners often provide innovation funds for experimentation; many brands don’t realize this support is available.

Watch Webinar #1 here, and stay tuned for the final installment, Webinar #3, coming soon.