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Justin Fadgen
Chief Corporate Development Officer
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
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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.
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BulletinHealthcare Network
OVERVIEW
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Multichannel Solutions
OVERVIEW
BulletinHealthcare offers multiple channels to reach your HCP advertising targets.
Endemic Association
Briefings
Audience Extension
via Curated Media
Geo-Fencing
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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/
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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
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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.
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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)
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The HCP Inventory Spectrum
Inventory Scale
PROGRAMMATIC REACH: HCP
As Targeting Accuracy
Requirements
Increase
CPMs Increase
Scale
Constrained
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The HCP Inventory Spectrum
$700
$300
$100
$60
$10
Inventory Scale
Endemic Media
Non-Endemic Media
PROGRAMMATIC REACH: HCP
Inventory Types CPMs
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Where Programmatic Solves Problems
Inventory Scale
PROGRAMMATIC REACH: HCP
Deterministic
Targeting &
Traceability
Scale and
Reach
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…like Oil, Data has to be refined to have value, and where it comes from matters.
Data is the new Oil, but…
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Primer: Probabilistic vs. Deterministic
PROGRAMMATIC REACH: HCP
“People Based Marketing” is powered by Deterministic Data.
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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
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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”
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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
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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
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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
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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
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Where Programmatic Solves Problems
Inventory Scale
PROGRAMMATIC REACH: HCP
Deterministic
Targeting &
Traceability
Scale and
Reach
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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?
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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
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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
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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
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The Changing Landscape of Data Privacy
PROGRAMMATIC REACH: HCP
“Proactive Consent” “The Right to be Forgotten”
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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.
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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.
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PROGRAMMATIC REACH: HCP
Thank You.