Integrating DTC and physician-targeted marketing strategies

In 2017, Medical Marketing & Media reported that pharma spending on advertising in the U.S. rose to $5.8 billion, a figure that rivals the total gross domestic product of many countries. The majority of that spend - roughly $4 billion - goes to TV, with $1.7 billion going to magazines and the rest going toward the growing digital space.

With such large investments on the line, pharma companies need to look for ways to streamline processes and increase engagement within a targeted audience. For many brands, that means reaching potential patients as well as speaking to physicians. Typically, these two audiences require very different approaches. However, there are ways pharma advertisers can leverage existing content for a diverse audience.

Finding the relationship between DTC content and physician-targeted content

Whether pharma manufacturers are trying to reach consumers or physicians, one major goal remains the same: spreading awareness. The more people who see, hear and read about the product, the better. To that end, advertisers can develop content that promotes awareness, then tweak it depending on the target audience.

For example, a manufacturer may develop content that explains what conditions the drug has been approved to treat. With an established baseline of information, stakeholders can then adjust the copy of the ad to reflect the needs and concerns of a diverse audience. Then, the ads can be distributed via several marketing channels, each with an established and unique readership.

The rise of artificial intelligence solutions is already making this task easier for marketers. As reported by Tech Emergence magazine, AI algorithms can use reader data to determine which message is best suited to each reader. In essence, a campaign manager could establish a handful of ads, then let an AI decide between them as it distributes the ads along multiple advertising channels.

Pharma advertising spend in the U.S. is nearly $6 billion.

Repurposing DTC content for a new audience

Historically, direct-to-consumer pharma ads have been a successful way to engage patients. In 2015, PM360 reported that 21 percent of surveyed respondents were motivated to speak with their doctor after seeing a prescription drug ad on TV. In 2016, the rate dropped to 7 percent, but that doesn't mean engagement has gone down - consumers are simply changing their research habits. The source noted that 51 percent of millennials are motivated to visit a pharma website after seeing an ad on TV.

Essentially, the formula has changed slightly, but the result of building consumer engagement remains the same. Visiting a website is another step in the process, but it may filter out patients to whom the drug in question is irrelevant.

Pharma marketers who want to control their spend should consider repurposing these DTC ads for a new physician readership. Changing titles and emphasizing different data points is a simple way to turn a DTC ad into a piece of content that is relevant to a more knowledgeable readership.

Targeting an audience in multiple channels

Pharma marketers utilize many mediums to reach consumers. TV, print, digital and audio each play an important role in reaching different audience segments. The same basic principle applies to physician-targeted marketing. For instance, Kantar Media reported that 60 percent of oncologists and hematologists read both print and digital versions of peer-reviewed journals.

Today, there are more options for consuming content than ever before. From printed publications to mobile-optimized sites, physicians have the ability to consume content wherever they are. Finding ways to reach a physician readership across channels should be a top priority for pharma marketers. To learn more, visit ELSMediaKits.com today.