programmatic advertising to hcps: maximizing reach, and...

Justin Fadgen

Chief Corporate Development Officer

jfadgen@bulletinHealthcare.com

HCP Marketing: Targeted

Reach on Programmatic

Platforms

Programmatic Advertising to HCPs:

Maximizing Reach, and Increasing

Value in the Programmatic

Landscape

Justin Fadgen

Chief Corporate Development Officer

BulletinHealthcare

OVERVIEW

• Daily custom news briefing provider for healthcare

focused associations and societies

• Reach more than 1 million physicians, dentists, and

HCPs

• Subscriber lists are provided directly by our

association partners, so only physicians who are

members or affiliates can receive our partners’

briefings.

• Extended Reach services to target HCPs and DTC /

OTC consumer targets on 3rd party media, through

display and video.

BulletinHealthcare Network

OVERVIEW

Multichannel Solutions

OVERVIEW

BulletinHealthcare offers multiple channels to reach your HCP advertising targets.

Endemic Association

Briefings

Audience Extension

via Curated Media

Geo-Fencing

Programmatic in Pharma: It’s New

Programmatic Spend is still nascent in Pharma, but growing.

8%

65%

PHARMA RETAIL

2016 Share of Digital Ad Spend: Programmatic*

* Source:

• http://www.pharmavoice.com/article/2016-05-programmatic-advertising/

• https://bluelatitude.com/how-we-think/what-does-programmatic-advertising-mean-for-your-pharma-marketing-strategy/

Programmatic in Pharma: It’s Growing

Programmatic Spend is still nascent in Pharma, but growing.

* Source:

• http://www.pharmavoice.com/article/2016-05-programmatic-advertising/

• https://bluelatitude.com/how-we-think/what-does-programmatic-advertising-mean-for-your-pharma-marketing-strategy/

40%

80%

2016 2018

Share of BH RFPs Requesting Programmatic Solutions

HCP Reach Potential via Programmatic Platforms

Survey Question*: Upon viewing an ad on non-healthcare sites, which types

of websites would you engage with professional healthcare advertising?

* Source:

• MDG: https://www.meddatagroup.com/wp-content/uploads/Physician-Engagement-on-Social-and-Lifestyle-Sites.pdf

27%

4%

5%

6%

26%

49%

0% 10% 20% 30% 40% 50% 60%

I'm Not sure

Entertainment

E-Commerce

Blogs

Informational Resources

Media Outlets (news and Social)

There is ample opportunity to reach HCPs on Non-Endemic media.

Programmatic Solves Two Problems for HCP Marketers…

1. Deterministic Targeting and Traceability.

• Physician-level campaign targeting

• Physician-level ROI traceability

2. Reach and Scale.

• Endemic Inventory in short supply, high demand

• Price Efficiencies

• Market to HCPs where HCPs consume media (anywhere, multichannel)

The HCP Inventory Spectrum

Inventory Scale

PROGRAMMATIC REACH: HCP

As Targeting Accuracy

Requirements

Increase

CPMs Increase

Scale

Constrained

The HCP Inventory Spectrum

$700

$300

$100

$60

$10

Inventory Scale

Endemic Media

Non-Endemic Media

PROGRAMMATIC REACH: HCP

Inventory Types CPMs

Where Programmatic Solves Problems

Inventory Scale

PROGRAMMATIC REACH: HCP

Deterministic

Targeting &

Traceability

Scale and

Reach

…like Oil, Data has to be refined to have value, and where it comes from matters.

Data is the new Oil, but…

Primer: Probabilistic vs. Deterministic

PROGRAMMATIC REACH: HCP

“People Based Marketing” is powered by Deterministic Data.

What Deterministic Targeting Means in HCP Marketing

PROGRAMMATIC REACH: HCP

“People Based Marketing” is powered by Deterministic Data.

“Doctor Smith”

Dr. Smith’s NPI Code:

1233098…

Doctor Smith’s DevicesAnonymous

Identifiers…

… in the

Programmatic

Exchange

Data Sourcing for Deterministic Targeting of HCPs:

PROGRAMMATIC REACH: HCP

“People Based Marketing” is powered by Deterministic Data.

Site Authenticated User Registration ties to

authenticated cookie, or a delivered

email.

User Registration & other data tied to

anonymized device or other identifiers,

within a data management platform (DMP).

DMP: “People-Based”

Data Sourcing for Deterministic Targeting in Endemic Media:

“Site Authenticated” Identity Resolution

PROGRAMMATIC REACH: HCP

“People Based Marketing” is powered by Deterministic Data.

Authenticated Web Session

Email to user verified Email

Address

Retargeting user on Non-

Endemic Media, based on

Authenticated cookie

Enabled Use CasesRegistration Event

Site or Membership

Registration, with PII

Establish NPI Code

Relationship to Account

Data Sourcing for Deterministic Targeting:

DMP “People Based Marketing”

PROGRAMMATIC REACH: HCP

“People Based Marketing” is powered by Deterministic Data.

Anonymized

Individual ID

Dr. Smith Info:

• Email Address

• FName, LName

• Address

• NPIData Management Platform:

Mapping PII to Anonymized Device Id Graph

Device Id 1234

Device Id 5678

Device Id 2565

PII

Mapped to…

Device Segments

Pushed to DSP

Advertiser

Bids on

Target

Segment

DevicesWon Auction Delivers Creative

to Dr. Smith’s Device

Anonymized

Individual ID

Data Sourcing for Deterministic Targeting:

DMP “People Based Marketing”

PROGRAMMATIC REACH: HCP

Dr. Smith Info:

• Email Address

• FName, LName

• Address

• NPIData Management Platform:

Mapping PII to Anonymized Device Id Graph

Device Id 1234

Device Id 5678

Device Id 2565

PII

Mapped to…

Device Segments

Pushed to DSP

Advertiser

Bids on

Target

Segment

DevicesWon Auction Delivers Creative

to Dr. Smith’s Device

“People Based Marketing” is powered by Deterministic Data.

Anonymized

Individual ID

Anonymized

Individual ID

Comparison of Deterministic Targeting Data Sources

PROGRAMMATIC REACH: HCP

Scale and Messaging Flexibility best afforded by DMP-Method

Physician Level Targeting

Physician Level Reporting

Reach, Frequency at Scale

Scaled, Multichannel Media

Availability (Video?)

DMP: “People-Based” Site-Authenticated

Small Cohorts >20

Where Programmatic Solves Problems

Inventory Scale

PROGRAMMATIC REACH: HCP

Deterministic

Targeting &

Traceability

Scale and

Reach

The HCP Inventory Spectrum

$700

$300

$100

$60

$10

Inventory Scale

Endemic Media,

Authenticated

(Deterministic)

Endemic Media,

Content Adjacency (Probabilistic)

Non-Endemic,

People Based Marketing

Non-Endemic,

Location Based

Targeting

(Geo Fencing)

PROGRAMMATIC REACH: HCP

Inventory Types CPMs Key Questions:

Where is Content Adjacency

Critical?

What about creative

flexibility?

What About Creative?

Inventory Scale

PROGRAMMATIC REACH: HCP

Brand (Clinical): • Clinical Message

• Clinical Environment

• HCP-Targeted

• HCP-Level ROI Traceability

Performance:• Action-Oriented Creatives

• Curated Non-Endemic

Environments

• HCP-Targeted

• Optimal Cost-Per touch

Campaign Example: Audience Extension

PROGRAMMATIC REACH: HCP

Performance – Based Campaign

Client: Pharmaceutical; Cardiovascular Therapeutics

Media Objective: Drive target HCPs to Brand site to seek further

information.

Media: Non-Endemic media, optimized site list for high HCP

engagement; display, multiple creative rotation

• Total Targets: 10,272 targeted NPI

• Matched NPIs 7,932 matched NPI in 3rd party media (78% Reach)

• CTR: 0.85%

• Unique Reach: 5,321 Uniques

Considerations for the HCP Marketer

PROGRAMMATIC REACH: HCP

Leveraging the full inventory spectrum

Leverage The Full Inventory Spectrum - to drive all elements of the marketing funnel

• Reach

• Frequency

• Reinforcement

Creative Strategy – creative flexibility to align with campaign objective

• Awareness

• Consideration

• Earned Media Exposure

• Action

The Changing Landscape of Data Privacy

PROGRAMMATIC REACH: HCP

“Proactive Consent” “The Right to be Forgotten”

The Changing Landscape of Data Privacy

PROGRAMMATIC REACH: HCP

• The right to know

• The right to access recorded data

• The right to disclosure – of data

sale and opt out rights

• The right to erasure

Consumer Rights Marketer Responsibility

• Data Governance: Focus on

permitted uses and disclosures

• Supplier Compliance

Respect the User – Respect the User’s Data.

Recap

PROGRAMMATIC REACH: HCP

1. Programmatic Solves Two Problems for HCP Marketers.

• Targeting & Traceability: For Endemic Media Investments and ROI Assurance

• Targeted Reach: Optimize Scale, and Efficient Cost Per Touch.

2. Deterministic, HCP-Level Targeting: Affirm the Source of Supplier Data.

• Endemic, Authenticated: Source of Registration Data.

• DMP, People Based: Source of data on-boarded to DMP.

3. Strategies to Maximize Reach Should Keep Creative in Mind.

• Endemic: Clinical Brand Environment, Clinical Messaging.

• Non-Endemic: Curated Targeting, Action-Oriented Creatives.

4. Help Maintain a Responsible Data Ecosystem.

• Data Privacy: Respect the user, respect the user’s data.

PROGRAMMATIC REACH: HCP

Thank You.