2022 Planning: Are You Getting What You Think You’re Getting?

As marketers, do you feel like your clients expect you to have all the answers?

Do they look to you to figure out how to reach their target patients?

Do they expect you to understand how to develop the most impactful creative?

Do they expect you to understand the media channels to use for their target patients?

Finally, do they give you aggressive goals on audience quality, cost to reach their patients and/or ROIs?

If any of these questions resonate with you, this type of pressure can be overwhelming.

To help relieve this pressure, you can find data to help you make better decisions. Data can help you gain a deep understanding of your brands’ target patients to develop audiences, target the right channels, create the right ads and more. But with various types of data available, how do you really know you are getting the right type of insights?

You want to make sure you have a broad understanding of your brand’s target patients, both as patients (or medically) and importantly, as consumers. Many vendors will use only medical, and prescription claims data in their analysis. While such insights are important when marketing a pharmaceutical brand, using only medical data can limit your ability to fully understand your target patients so you can connect with them in relevant ways. You should really look at the bigger picture and understand your target patients as consumers.

By looking at patients as consumers, you gain deeper insights into who your patients are:

• What are their hobbies and interests?
• What do their households look like?
• Do they prefer non-traditional therapies?
• What are the best media channels to reach them?

Understanding their attitudes, lifestyles, media preferences, and more can support your development of relevant messaging, strategy and creative.

Based on conversations with and demand from clients, we developed Medicx Profiler^TM, a one-stop solution with a rapid turnaround time that allows you to understand your target patients, both as patients and as consumers. In the following example, we will show you how Medicx Profiler was used in one client’s planning.

Medicx Profiler™ in Practice

A client wanted to reach patients of a certain ethnicity who have been diagnosed with cancer. One of the channels they were considering was social media. Since there are various social platforms to target on, our client performed their own research to see which channels would appeal to their patients. Their internal research showed that the top two platforms their target ethnicity had a high probability to interact with were Facebook and Instagram.

The research performed by the client was based on demographic data of their target consumers. We took their research one step further with Medicx Profiler to help them deepen their understanding of their patients as consumers. When we added the cancer diagnosis to ethnicity, we found that those target patients used more Facebook than the National Baseline, but under indexed vs. National Baseline on Instagram use. In fact, Instagram showed one of the lowest usages out of all the other social platforms analyzed.

Through the insights the client originally had, Instagram seemed like an ideal channel to utilize. Once we applied the combination of ethnicity and diagnosis using our data, Instagram became a low priority social channel. Our analysis of their target patients helped our client avoid wasting their budget, and instead identified other channels that would help reach their KPIs.

This example shows the importance this extra layer of insights provides to enhance a campaign’s outcome. It allows you to further refine your strategy and start developing a plan that really resonates with your patients. We help empower you to make the right choices that will deliver the best results for your clients.

To learn more about Medicx Profiler, reach out to your local client partner, or contact us here.