Why Patient Targeting Should Become a Bigger
Part of Your Media Plan Right Now
Chris Neuner, Executive Vice President, Sales and Account
Consumer targeting is about to have its day in the sun. Let me explain.
environment is all about
managing patient outcomes. And
as outcomes become the new
metric across healthcare, the
basis for pharma reimbursement
will shift from volume to value.
Pharma marketers will have to
move their focus from generating
high volumes of new potential
patients based on indication to
generating positive clinical results
for individual patients.
This change is fundamental.
Where we now succeed by
getting volumes of consumers
to request—and doctors to
prescribe—our medications more
often, tomorrow we are likely to
be better off financially with fewer
but better-aligned and better-faring patients taking our drugs.
As an industry, we need to get
Our Ability: Increasing
smarter, and our regulatory bodies
need to get more comfortable,
with using targeting techniques to
pinpoint whom we need to engage
with to maximally benefit both the
brand and the patient.
Sophistication of Predictive
Three targeting approaches, based
on three sources of data: geo-demographic, behavioral and
transaction, are extensively used
in other industries for consumer
targeting, and are being leveraged,
albeit to a lesser extent, in some
categories of healthcare.
But here’s where it gets to be really
fun. Imagine the power when
triangulating these sources of
targeting data to create a richer,
more actionable picture of the
Consumer targeting has always
been attractive to pharma
marketers. Who wouldn’t pick
media efficiency, quality consumer
interactions and marketing
performance? But it has generally
come with some big trade-offs, namely price, volume and
privacy concerns. So up until
this point, media buyers have
been limited to buying search
terms and contextual or endemic
placements to deliver targeted
impressions, which they have had
to supplement with larger spends
in broader reach media to achieve
their volume goals.
Two things are changing: The
imperative, and our ability.
The Imperative: Getting more
The emerging healthcare