Physician marketing, pharmaceutical as well as healthcare brands are a decade behind in their consumer marketing division feels Harshit Jain MD, Founder and Global CEO at Doceree; in this chat he shares the story behind Doceree and the need for pharma marketers to embrace digital transformation at a more rapid pace:

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Welcome to this MarTech Series chat Harshit, tell us more about the Doceree platform and the story behind it…

After being a practicing physician and working at big advertising agencies, I became an entrepreneur to re-inject idea centricity into work. Healthcare marketing is one of the most complex specialized categories, which presented a unique opportunity for me to start a company that goes beyond the traditional marketing mindset, and build a platform to disrupt the status quo in the physician marketing space.

So, I founded Doceree to develop a platform that solves how pharmaceutical and healthcare brands communicate with physicians and created the first global network of physician-only platforms for programmatic marketing. With Doceree, I want to address the rising cost of healthcare with a solution that drives efficiency and effectiveness in digital endemic and Point of Care platforms in the physician marketing sector.

Doceree’s platform provides pharma marketers with the precision targeting capabilities to efficiently and effectively deploy messages to reach physicians on endemic and Point of Care mediums. Our automated platform enables pharma marketers to optimize campaigns with real-time data analytics to serve personalized messages to physicians on the appropriate platforms at opportune moments.

Also, ESPYIAN, our identity-resolution technology, uses AI, data segmentation and analytics to identify physicians with more than 95% accuracy on endemic and Point of Care platforms. With ESPYIAN, marketers gain the ability to precision target physicians with access to more than 150 behavior and attitude data points on physicians. Whether it’s identifying physicians based on their prescribing behavior, speciality, geography, archetype or diagnosis they have written, ESPYIAN enables marketers to implement a data-driven approach to serve customized content. 

Further, our measurement technologies focus on the business outcomes that matter most to pharma marketers. We cultivate our solution around enhancing digital communications to raise script lift for brands. We have built SSP and DSP platforms and via our ad exchange, brands have access to our endemic and Point of Care network to purchase inventory to reach medical professionals.

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We’d love to hear more about your latest funding and some upcoming innovations in the works at Doceree? 

We’ve been experiencing tremendous growth in India and the United States since our initial seed funding. We were able to close our pre-Series A funding round in June with investors that were part of our seed round and bring on new investors as well. 

The additional capital reinforces the impact of the technological advancements that we’ve created with our physician marketing platform for the industry. By developing the largest network of programmatic marketing for the physician marketing category, Doceree has emboldened pharma and healthcare brands to bring networks together for campaigns to connect with physicians while they are utilizing professional channels. While on endemic and Point of Care mediums, physicians are in the medical mindset as they tend to patients. 

At Doceree, we continue to explore new solutions to support brands to reach their business outcomes and connect with physicians in an informative and non-coercive manner. The solutions that we’ve built and continue to advance focus on providing an ecosystem for pharma marketers to better understand physician behaviors and bring transparent measurement capabilities for organizations to increase the ROI of campaigns. As we cultivate technologies that equip pharma marketers with the capacities to achieve their business objectives, we want to launch solutions that drive efficiency and effectiveness in the physician marketing ecosystem. 

Can you share a few thoughts on the growing numbers of physician-only marketing platforms around the world and how they are changing the game for this set of marketers?

When it comes to physician marketing, pharmaceutical and healthcare brands are a decade behind their consumer marketing division. However, the Covid-19 pandemic accelerated the adoption of digital communication platforms by companies to reach and connect with physicians. Out of necessity with in-person meetings with pharma reps halted during the pandemic, pharmaceutical and healthcare businesses had to turn to online channels to interact with physicians. 

This has led to pharma marketers to embrace digital strategies that enable them to remain transparent and compliant with industry regulations. The growth in the physician marketing category reflects that the interest that has progressed by pharmaceutical and healthcare brands and will push innovation in this field. As the digital momentum of the category progresses, the accumulation of data will expand the knowledge of marketers about the physician’s journey to increase the precision targeting proficiency being executed to capitalize on the growing usage of programmatic platforms elevate the impact of marketing messages.

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What are some of the latest trends surrounding physician marketing that you’ve been following or observing and how is this changing due to the ongoing Covid-19 issue?

Prior to the Covid-19 outbreak, pharmaceutical and healthcare organizations were primarily focused on in-person interactions with physicians. The pandemic provided brands an opportunity to gain a better perspective on the advantages of targeting physicians on digital platforms. Thus, brands have transitioned more resources towards a programmatic approach. However, diverting away from the traditional practices takes time for marketers to be accustomed to the latest approach. While acclimating to virtual channels, pharma marketers have taken to communicating with physicians on Point of Care and endemic networks to reach them when they are in the professional mindset. As the physician marketing landscape evolves with pharmaceutical and healthcare brands embracing digital mediums, a greater understanding of physician behaviors and communication preferences will be identified and integrated into marketing plans. This will provide valuable insights for pharma marketers to identify the moments during the physician’s journey to deliver messages that will resonate with physicians and drive business outcomes. Further, marketers that utilize data on a physician’s prescribing behavior and communication preferences have an opportunity to identify the key moments to share messages with physicians on these virtual mediums. With the usage of data-driven strategies rising with pharma marketers, programmatic platforms are now playing a prominent role to gain valuable marketing insights.

Also, during the evolution of the physician marketing landscape during this period, there has been a rising interest in the measurement of campaigns. In particular, script lift is viewed as a significant KPI, not click-through rate, to determine the impact of marketing efforts. Scripts, not clicks is the KPI that is going be the most impactful for pharmaceutical brands. 

A few thoughts on the future of martech and how martech innovations will further lead to change in marketing roles across the marketing hierarchy and across industries?

The utilization of AI-powered solutions is going to drive innovation in the physician marketing sector to deliver more personalized experiences. The data-based insights being cultivated is equipping marketers with knowledge about the content that will be most relevant with a physician’s specialty as they tend to their patients. With programmatic technologies streamlining the communication process for pharma brands, marketers will be able to better implement insights obtained via AI-powered platforms to guide the type of messages that are shared, along with the platform the communication takes place on and timing for when the content will have its greatest impact.  

AI technologies are going to have a significant role in the innovations that are built and deployed in the sector. With pharmaceutical and healthcare brands as late digital adopters, the advancement in the industry will be quick as these brands refine their marketing approach. As the programmatic initiatives move the category forward, the insights gathered during campaigns will elevate the physician marketing space to experience more investments toward digital solutions that will advance business outcomes for pharmaceutical and healthcare organizations.

A few martech tools you feel marketers today need to integrate into their overall tech stack and why?

Every marketer needs a reliable measurement tool to gain a comprehensive understanding of their campaign results. With it, marketers can optimize their marketing strategies to maximize their business outcomes. The insights secured by a measurement solution is invaluable for the workings of a marketer to refine messages, enrich the way content is displayed and identify ideal moments for when interactions take place to ensure optimal results for marketing initiatives. Also, transparency is key in executing an efficient and successful campaign, so marketers benefit when they have access to ad exchange tools that empower them with a transparent media buying approach and eliminate their brand from the risk of fraudulent transactions.

Some last thoughts and takeaways for business and tech leaders to keep in mind through 2021?

Transparency is essential for pharma marketers to reach their business objectives. Without it, brands aren’t able to optimize their marketing campaigns, especially when working with programmatic platforms that are providing real-time data. In addition, marketing messages in the pharmaceutical and healthcare sector shouldn’t be disruptive to the physician’s experience. In this field, leaders are cultivating content that’s informative to provide an educational asset to physicians, so they can be better tend to their patients. The physician marketing sector is still in the early stages when it comes to digital communications, so marketers need to understand their business objectives and identify the technologies that will benefit their company to connect with their target audience and increase their business outcomes.  

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