The Quest for Quantifiable ROI and The Distraction of Digital Measurement – Article by Erin DeRuggiero
I’ve been working in pharma media long enough to remember the days when a click captured on an ad was enough to determine whether it was deemed viewable. Logic tells us, of course, that you can’t actually engage with media unless you see it first. Third-party measurement providers, intent on making money off measuring everything from viewability to audience quality, rarely come clean about their inability to capture a large percentage of the addressable universe…
Real Time Telehealth Data Fuels Next Best Channel
A full year of COVID 19 has brought a multitude of changes to how we interact and seek care from healthcare professionals. As patients, we’ve been navigating the ever-changing world of lockdowns and restrictions to make sure we continue to stay on top of preventative care, as well as our most acute needs.
In some specialty areas, telehealth activity has dramatically increased. While Pediatrics, General Medicine, Elder Care and Internal Medicine have seen a large swing towards virtual visits; specialty providers in Oncology, Emergency Medicine, Rheumatology, Gastroenterology, Neurology and Endocrinology have not. TI Health harnesses these signals to determine a next best channel approach to non-personal promotion as well as patient engagement.
For more information about how telehealth data is used for point of care and connected TV, please visit our CTTV Targeting Solutions page: https://tihealth.com/cttv/
Contact us at firstname.lastname@example.org
Win Back Professionals Switching Off Therapy with SWITCHBACK™
Every writer counts, which is why we’re tracking professionals who switch off one therapy in favor of another. With more than 40% of our audience adopting Telehealth visits since March 1st 2020, many specialty physicians are now opting for orals over infusions and injectable products, in order to keep immune compromised patients adhering at home.
Learn how you can service your sidelined pharma sales reps with weekly “switcher” suggestions. TI Health has compiled professionals likely to switch, with line of therapy preference, in addition to NPI verified HCPs who have switched on or off therapy over the last six months.
Learn more about how SWITCHBACK™ can go to work for your brand or therapy downloading our 1-Sheet or contacting a rep for a custom proposal and examples of our script lift impact and new patient start studies.
Medical meetings have gone virtual – and with TI Health – so can your marketing message.
Since 2010, TI Health has served media to thousands of NPI verified healthcare professionals & decision makers, across more than two-hundred different medical meetings in the United States.
LOOKBACK™ will engage with HCPs in the specialty of your choice with digital banners, videos or connected TV promotion at the household level, who were previously targeted at a specific in-person medical meeting over the prior 12-months.
For more information about our LOOKBACK™ product and the meetings we’re previously targeted within: Oncology, Hematology, Ophthalmology, Rheumatology, Dermatology, Endocrinology and Diabetes, Infectious Disease, Gastroenterology, Neurology, Migraine, ADHD and Psychiatry, Orthopedics, Cardiology, OBGYN, Primary Care, Pediatrics and Asthma please connect with a TI Health sales representative at email@example.com.
TI Health and Medisafe Partner
to Extend 1st Party Patient
NEW YORK, July 15, 2020. PRNewswire — Data-driven healthcare marketing leader TI Health has entered into a partnership with Medisafe, to further build out education and awareness opportunities for unique hand-raising patient targeting solutions for pharmaceutical companies. The Medisafe digital platform supports patients through their medication management journey with resources, tools and timely care interventions to overcome barriers and improve adherence.
TI Health Delivers Weekly
Updating EHR and Telehealth
Fueled Digital & Mobile
NEW YORK, June 17, 2020. PRNewswire — TI Health, a leading healthcare data marketing and technology company, is now offering direct to provider and consumer ad targeting, fueled by new partnerships with leading Telehealth and Electronic Health Record software platforms.
TI HEALTH INTRODUCES
VIRTUAL MEETING ENGAGEMENT
The majority of medical meetings and congresses have been postponed or gone virtual in 2020. TI Health is now providing innovative, clinical surround-sound solutions to engage providers who would normally attend and participate in annual meetings, through custom curated “best of” virtual meeting newsletter content.
Clinical newsletters are curated by key opinion leaders in your disease state of choice, written as a peer-to-peer engagement strategy. Each clinical newsletter can carry your branded or unbranded banner assets, which will help keep your therapy top of mind with physicians seeking various treatment paths for their patients.
What is ePATH?
Curated, key opinion leader content, containing the “best of” virtual meeting presentations and abstract from top media meetings and congresses in the US and EU. Content is served up in a clinical newsletter format to professionals by specialty.
Who do we send emails to?
NPI verified HCPs in the meeting specialty, who have been targeted or attended prior meetings
How many emails are sent?
We sent two emails, one right after the meeting ends and another the following week, each newsletter will contain unique content and subject lines designed to engage in a peer-to-peer discussion about core topics of interest in the disease state you’re focused on.
Can the email contain a brand message?
Yes. Each clinical newsletter offers 100% SOV and enables us to deploy clickable, static banner assets in traditional display and mobile ad sizes. 728×90, 300×250, 320 or 300×50.
What do you guarantee?
Each program comes with guaranteed touchpoints (guarantees on total number of emails opened, clicks) over a 30-day window. Guarantees will vary based on size of meeting and list size (unique providers targeted)
*Ask us about exclusivity opportunities in your disease state*
Despite COVID-19, The Doctor is Still IN
While pharma sales rep access has been shut down, the vast majority of physician offices across specialties in the US remain open to patients in need. Some physicians are suggesting calling ahead or using FaceTime or telemedicine visits for non-urgent issues, with the vast majority of physicians and nurses are still coming into their primary practice daily, to service their patient populations in-office or from afar.
“We are not turning anyone away who has a need or desire to be seen at this time,” said Dr. Mia Taormina, infectious disease department chair at Illinois-based DuPage Medical Group, which has about 120 locations.
In rare disease and specialty areas such as Gastroenterology, Rheumatology, Endocrinology, Cardiology and Oncology, patients that need care are being treated.
Dr. Sandip P. Patel, a medical oncologist, cancer researcher, and associate professor of medicine at the University of California, San Diego Moores Cancer Center, says his hospital is still treating people with aggressive cancers without delay in the era of COVID-19.
“Cancer patients have enough to think about, so I think it is important for us to relay that their care will continue, whether it be standard of care or on a clinical trial,” said Patel. “For patients who need cancer care now, it is still full steam ahead. Cancer is not going to take a timeout during COVID-19, nor will we.”
Internet use, personal mobile & tablet use and engagement with pharma targeted messaging is on the rise. Over the past two weeks, the nation has netted a 70% increase in internet use overall. TI Health has seen a palpable uptick in mobile and digital engagements.
- Since March 12th, we’ve engaged 1.5 million target list professionals on their laptop and desktop devices, resulting in twice the expected click-thru activity to professional websites and portals vs. pre-COVID ad-serving periods.
- Since March 12th, we’ve also engaged 245,000 impressions on mobile & tablet devices while they were at their primary practice location, resulting in twice the click-thru activity normally seen when targeting professionals on personal devices while at their point of care.
What Kind of Messaging is Resonating?
- Banner messaging and video to providers about adherence & dosing
- Banners educating providers about on-demand services such as “click to call” or an offer to speak to their medical liaison
- Clinical newsletters. Physicians are in research mode, eager to gather clinical data in their field that would have been provided at an annual congress or meeting that has been cancelled or postponed.
- Information for providers about how patients can use telemed services
- Cost assistance and access support information for providers to share with patients, who may have formulary hurdles or a gap in coverage
- Pharmaceutical manufacturers seeking to inform, educate and support the provider as they navigate a new virtual treatment regime will come out on top.
*Physician quote care of Healthline
*Internet usage data care of TechRepublic
Social Distancing and Our Need for Connection
A few weeks ago, had I said I was practicing “social distancing,” you may have thought I was giving myself a Facebook time out. As we all pull further and further away from our friends, coworkers and loved ones to quarantine inside of our (ten people or less) bubbles, my need to virtually hold hands with the digital connections that keep us tethered together has really ramped up. Like you, I was watching hundreds of gorgeous, resilient Italians sing and dance on their balconies together, each of them singing something slightly different and yet reveling in the moments where they can collectively experience something lighter; together. All of their faces are living out this new normal before our eyes, with tremendous grace and courage, an ominous reminder that our own balcony karaoke hour is nearly upon us.
Most people are pretty terrible at sitting still for long periods of time, myself included. We’re even worse at doing things for the greater good, and if you need any tangible proof of that, just ask the environment.
She’s been the recipient of our lackluster attempts to curb our addictions to everything from fossil fuel to fast fashion and cheeseburgers. She’s been pretty vocal about her mass extinctions, her rising temperatures and sea levels, the impact that deforestation and melting sea ice will have on future generations. The reason why we’re so paralyzed to act as one to combat something as enormous as climate change, you ask? Unless it’s at our front door, most of the world just can’t be bothered to be inconvenienced, to disrupt the day to day. Surely, someone will swoop in and save us from ourselves, right? Not necessarily, and don’t call me Shirley. I saw Wall-E and let me tell you, I don’t like the idea of living out my days on an interstellar cruise ship, sipping slushies, strapped in a pod chair where my feet will never touch the ground. That’s a collision course with diabetes and deep vein thrombosis if there ever was one. A troubling new NBC poll finds that only 47 percent of Americans plan to avoid large gatherings, and just 36 percent say they will reschedule travel. This is why we can’t have nice things. Still think this is all media-driven hyped hysteria? Please think again. A new study out of South Korea has shown that socially active people ages 20-29 truly carry 30% of all cases, and the vast majority of them are asymptomatic. You don’t need that Insta selfie with a Shamrock Shake, millennials. Please stay home.
Many of our pharmaceutical clients are actively working on COVID19 vaccines, including Takeda and Gilead, the latter’s early use of Remdesivir has shown some promise in Washington based trials vs placebo. Moderna, in partnership with the NIH, has already been administering clinical trial doses to patients. While the promise of a vaccine for mass human consumption is likely more than 18-24 months away, we’ll need a superpowered vaccine that is more than 90% effective to significantly slow or stop the ruthless spread of COVID19. According to the WHO, most vaccines are between 85% and 90% effective, which is why herd immunity is so important for preventing outbreaks. Since we do not yet have any inherent immunity to COVID-19, scientists will need to work overtime to improve efficacy and make sure the COVID-19 vaccine has an effective rate much higher than most other commercially available vaccinations. That will take some time to develop and roll out at scale. For other nerdy data points on vaccine effectiveness, flattening the curve, and other scientific musings on COVID19, please check out Harvard Chan Epidemiologist and Public Health Scientist Dr. Eric Feigl-Ding in this Modern Wisdom podcast.
I’d like to think we’ve all emerged a bit smarter over the past last few weeks, that we’ve all learned a thing or two about why science is not to be ignored and why people who aren’t scientists (but play them on TV) should most definitely be ignored. In order to prevent the tsunami of critical patients from overwhelming our healthcare system and the less than 100,000 ICU beds we have in the US, we will all need to sit still a while longer, stop spreading the enemy we cannot see, so that the most vulnerable and immune-compromised among us aren’t exposed.
The Super Friends without The Wonder Twins weren’t able to carry out the real heavy-duty jobs, they needed each other. We need each other now more than ever, especially when those elected to keep us safe are asleep at the afterparty, withholding test kits so case counts remain underreported.
The good news and there is some of that, is that we’re not powerless. We’re sentient, we’re informed and we can virtually mobilize to get things done. We can and will do our part to flatten the curve, while still managing to get kids on free and reduced lunch their daily meals. We will slow this down, with medicine, selflessness, compassion and mindfulness.
When it’s 6pm here next week and our shelter in place order has reached new heights of stir-crazy disconnection, I’m going to take a break from my daily routine, walk outside and belt out a Journey song (original Steve Perry mind you, not cloned Steve Perry.) I’ll be singing with (virtual) Open Arms outstretched to you. We’re in this together and we’re not giving up the fight.
Now go wash your hands!
Get in touch with us