Theoretically, everyone understands the value of connecting healthcare consumers (HCPs) and consumers to spark conversations about important care decisions.

We’re taking the theoretical to the real world, using point-of-care geo-targeting data and analytics to synchronize HCP and consumer messages on topics such as therapy choices, efficacy, cost & coverage, and more—delivered to the precise locations where decisions are happening.

Here are a few insights from the work we’ve done with our pharma clients to engage multiple target audiences and drive behavior.

In a geo-domed mobile campaign aimed HCPs and their patients, we found that significantly more non-writer HCPs click on mobile promotion than those who are already prescribing the brand – a clear indication that this approach can help drive brand awareness and growth in the context of a patient visit

Patients who engage in targeted mobile ads in a clinician’s office are more likely to re-engage in branded content when they visit the pharmacy, suggesting the power of point-of-care messaging to inspire behavior

Coordinated brand and formulary messaging to both consumer and HCP audiences has shown to be incrementally beneficial to a brand over other promotional activities in terms of NRx lift, generating at least a 3:1 ROI for many of our clients' brands.

To explore examples of our interactive, next-generation mobile ad formats, visit our demo site.

And, if you’re planning to be at ePharma in New York, join our session on March 21 at 12:15pm as we co-present a case study with Boehringer Ingelheim in a session titled “Synchronized HCP and Consumer Campaigns: At the Point of Care and Beyond.”

Hope to see you there!