Electronic detailing, or “e-detailing,” became a bigger priority in delivering information about products, services and technologies to medical professionals who were unable to attend conferences or meet with salespeople, Haller said. As for communicating with patients, telehealth saw a jump in demand from marketers.<\/p>\n
“Telehealth started to be something everyone wanted to know about,” Haller said. Heartbeat is a unit of Publicis Health.<\/p>\n
Harnessing Data for Targeting<\/h3>\n
Challenger brands without massive marketing budgets must be more resourceful in their marketing to doctors and patients, making privacy-compliant data about patients essential in avoiding wasteful spending on advertising. Predictive targeting is becoming a key step in that process to avoid a reliance on backward-looking, reactive data that lead to missed opportunities to communicate with doctors.<\/p>\n
“We’re partnering with DeepIntent right now to activate a much more predictive sort of targeting that leverages eligibility data to predict when a patient is going to see one of the physicians that we want to communicate with in the next several weeks,” Haller said. “When the patient gets into the office, we’ve already communicated with that physician.”<\/p>\n
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