Over the past decade, the industry’s trend towards non-personal promotion (NPP) has been impossible to deny. Unlike traditional face-to-face marketing and sales tactics, NPP / Multichannel (TM) marketing harnesses digital technology in combination with other marketing tactics designed to deliver approved messages to influencers of interest to complement or replace in person. interactions.
With the rise of the COVID-19 pandemic, healthcare providers (HCPs) have shifted from in-person patient care to telehealth, and in many cases have completely restricted office access to pharmacy representatives. In a recent survey of leaders in the biopharmaceutical industry, 63% of respondents said in-person sales representative access was close to zero throughout the COVID-19 pandemic.1 This change catalyzed an even sharper shift towards NPP / MC, as biopharmaceutical companies were literally excluded from visits to HCP offices.
As the COVID-19 public health crisis begins to subside, some of the virtual care trends sparked by the pandemic are expected to persist. For example, a recent survey found that 75% of healthcare professionals say it’s important or very important to have a comprehensive virtual care strategy going forward.2 With all of the benefits of telehealth, the days of a full list of in-person visits and broad access to the pharmacy representative’s office are probably behind us.
So the question remains: How can biopharmaceutical companies effectively reach healthcare professionals with their approved brand awareness messages without going to vendor offices? The answer: point-of-service electronic health record (EHR) marketing.
Reach healthcare professionals in a channel they use every day
Digital trends come and go, but the only technology vital to a modern provider practice, whether seeing patients in person or virtually, is the EHR. The use of EHRs is almost ubiquitous among healthcare professionals: 86% of office-based physicians currently use one in their daily practice.3
Additionally, a study conducted by the Annals of Internal Medicine found that doctors spend an average of about 16 minutes per patient using their EHR system.4 Let’s say the average healthcare professional sees about 20 patients per day, which means they spend about 320 minutes, or almost five and a half hours, every day in their EHR system.
Placing your approved brand awareness message in a channel that receives so much attention from your target audience can have a huge impact.
Distribute highly targeted messages
While the overall pool of healthcare professionals using EHRs is quite large, not all EHRs offer pharmaceutical company sponsored advertising opportunities that allow your brand to reach key audiences with relevant messaging. By working with a proven provider, you can deliver targeted outreach messages at scale to the healthcare professionals you care about.
Veradigm TouchPoint Media leverages real-time anonymized data, allowing your brand awareness messages to be seen by the healthcare professionals most relevant to your brand or therapeutic area, all in a HIPAA and other compliant manner applicable laws. While other NPP / MC channels like print, email, and social media offer limited targeting capability, the targeting available in these channels is not as robust as that available with point-of-sale EHR marketing. service.
Optimal timing and placement
The Annals of Internal Medicine study on EHR use found that healthcare professionals spend 33% of their time in their EHRs reviewing records, 24% documenting, and 17% ordering.4 Healthcare professionals interact with multiple areas of their EHR systems while engaging with patients before any prescribing decisions are made, so why limit your messaging to just one point of contact?
Effective point-of-care EHR marketing helps deliver your branded brand message throughout a patient encounter. *
With EHR point-of-care marketing, you can communicate with healthcare professionals during the connection, throughout the provider workflow, patient assessment, diagnosis, and before prescribing decisions are made. are taken.**
Veradigm TouchPoint Media
Veradigm TouchPoint Media can deliver highly targeted brand awareness messages in a channel healthcare professionals use every day, throughout patient care, to perfectly complement your NPP marketing mix. Click here to learn more.
* The EHR Practice Fusion displays advertisements in an iframe window that is separate and distinguishable from the clinical and practice management workflow within the EHR.
** No advertising for biopharmaceuticals or devices appears during the prescribing workflow according to applicable law.