Marketing Continuity in the COVID-19 Environment: Non-Personal Promotion & Partners POV

Situation

 

The spread of COVID-19, and the associated adoption of social distancing, has sharply  and suddenly restricted sales rep access to many HCP offices. Non-Personal Promotion,  or NPP, has thus increased in importance within the marketing mix.

This POV provides a brief primer on NPP for those unfamiliar with the discipline, and then provides a list of 10 recommended “go-to” partners with established track records.

FCB Health has existing relationships with all 10 of these providers, and together we can quickly put together gap analyses and tactical recommendations to help your brand  get through this challenging time.

These partners have been assessed and vetted for their strategic capabilities, tenure in the marketplace, and ability to scale. For each individual brand situation, we will have  to assess pricing and available inventory, as these things may be in a dynamic state given the current market situation.

 

What Is Non-Personal Promotion (NPP)?

 

Technically, everything that’s not this!

NPP can span a range of complexity

Many of these vendors use similar models…

 

Mescape owns a network of sites that offers HCPs value-add resources:

  • Medical news
  • CME
  • Professional social media
  • Dosing calculators and diagnostic tools

 

Encourages HCPs to sign up with their identifying NPI number for access to the content.

Sells on-site or in-app NPP programs to marketers that can target specific physicians: 

  • Sponsored content
  • Display ads
  • Retargeted emails

 

…With Similar Benefits to Engaging Them

 

  • Opportunity to target specific lists of HCPs and receive physician-level data on promotional performance
  • Ability to amortize existing materials by repurposing them on these platforms
  • Guarantee-based pricing models, either on a reach or engagement basis

  • Facilitate and support a decentralized content model, reducing dependence on Brand.com

 

 

Considerations Before Beginning an NPP Project

 

  • What are the goals of this program? Would it be best served by simpler awareness-based tactics, or does it lean more heavily on educating and communicating complex messages?
  • Who am I trying to reach? Most NPP partners can do a quick listmatch to determine if your specific target is available or active on their platform.
  • What assets are available to be amortized on NPP?
  • What new assets would need to be created?
  • How does this fit within the larger promotional ecosystem, including rep-delivered tactics?
  • What is the budget for this project? Guarantee-based programs can come  with a hefty price tag

 

 

NPP Partner Landscape

 

Doximity: “LinkedIn for Docs”

 

What is the platform?

Doximity is an HCP-only social network similar to Linkedln, where  physicians go for news and social updates from their peers. 

Why should I consider it?

It’s a popular and growing platform where HCPs are already going  to consume educational content and connect with peers. 

What promotions are available?

  • Sponsored headlines linking to  full article (“DocNews”)
  • Sponsored alert in newsfeed (“Announce”)
  • Autoplay video in newsfeed (“Engage”)

 

Epocrates: “Mobile Dosing App'

 

What are the goals of this program?

Epocrates is a mobile app that provides HCPs with information  about approved drugs including drug-drug interactions, guidelines, and industry updates. 

Why should I consider it?

It’s a highly-engaging platform that HCPs use on-the-go for dosing and other drug info; dosing-based promotions there can be seen  as extremely relevant.

What promotions are available?

  • DocAlerts – Text notifications that can be pushed to specific sets of target HCPs, driving 
     to a page with longer-form information about the specific alert
  • Monographs – Text notifications  that appear at the bottom of a page  about a specific drug when an HCP  navigates to it

 

LinkedIn: “Your Digital Resume”

 

What is the platform?

LinkedIn is a massive professional social network that functions  as a digital resume for many people including physicians.

Why should I consider it?

They are the number one channel 828 marketers use to distribute content in an environment that is more ‘trusted’ than other social platforms. Their growing investment in healthcare allows us a unique opportunity to partner with them on new and innovative campaigns. They offer a variety of targeting options and creative placements, offline capabilities, and ad formats, which enable advertisers to connect with their ‘members’ in an impactful way.

What promotions are available?

  • Sponsored content
  • Sponsored inMail
  • Dynamic ads

 

M3: “Network of Sites for Learning & Quizzes”

 

What is the platform

M3 is an online network of physician resources that includes MDLinx (journal aggregation), PracticeMatch (job finder), the SmartestDoc online quiz, and market research opportunities for doctors.

Why should I consider it?

It provides a range promotions across its network, including  quick-hit text driver messaging and in-depth sponsorship of the interactive SmartestDoc online quiz.

What promotions are available?

  • Display ads
  • Road blocking and sponsorship  (including quiz sponsorship)
  • 140-character text driver  to external website 
  • Alert messaging

 

MedPage Today: “Expert Clinical Perspectives”

 

What are the goals of this program?

Co-developed by MedPage Today and The University of Pennsylvania School of Medicine Office of Continuing Medical Education,  MedPage Today provides physicians a clinical perspective on breaking medical news. 

Why should I consider it?

MedPage Today offers dynamic message units that deliver pre-existing, pre-approved  brand messages integrated appropriately within contextually relevant content for  increased interaction among target audience with brand content. 

What promotions are available?

  • Targeted banner media
  • Specialty-specific roadblocks
  • Newsletter sponsorships
  • Conference sponsorships
  • Email
  • Video hosting

 

Medscape: “HCP-Focused WebMD”

 

What is the platform?

Medscape is an information portal where HCPs go to learn about disease states and treatments and participate in CME.

Why should I consider it?

It’s one of the largest and oldest HCP educational sites with the ability to drive targets not only to a brand.com but also to brand.com info hosted on an infosite within Medscape itself. 

What promotions are available?

  • Display media
  • Microsite hosted within  the Medscape platform
  • eDetail (video or slideshow) on MedscapeTV
  • “Fast Five Quiz” sponsorship
  • Virtual patient simulations
  • Multi-device brand alert
  • Email

 

PeerPlay: “Quizzing Platform"

 

What is the platform?

PeerPlay is a Q&A style gaming platform where brands can reinforce  important messaging by inviting HCPs to test their knowledge.

Why should I consider it?

PeerPlay is an interactive platform within which players  answer questions about your branded content.

  • Features comparative scoring
  • Encourages message retention
  • Delivered via online digital campaign or exhibit booth

 

What promotions are available?

  • Sponsored quizzes

 

Peer Direct: “Multichannel Publisher with Large Physician List”

 

What are the goals of this program?

Peer Direct is part of a larger PSL network that includes HCP-specific destinations like MD Minute, FirstWord, and DG Connect.

Why should I consider it?

Peer Direct can take existing assets and publish them to a variety of media types (online, email, print) to provide target physicians within their network multiple touchpoints with a single brand story. 

What promotions are available?

  • Direct mail
  • Text ad drivers
  • Content destination (infosite)
  • Email

 

Semo: “Reddit for Docs”

 

What is the platform?

Sermo is a forum-based, global, anonymous social network for physicians, similar to Reddit, where they can discuss medical and other topics with colleagues. 

Why should I consider it?

Because Sermo is anonymous and private, HCPs can participate more freely in social discussion, leading to high time-on-platform. 

What promotions are available?

  • Sponsored content
  • In-feed units

 

Skipta: “Speciality-Specific Social Networks

 

What is the platform?

Skipta is a collection of 25+ individual social networks built around physician specialties: Cardiologist Connect, Psychiatrist Connect, Rheumatology Nation, etc. Physicians use Skipta to engage with  other members of their specialty community.

Why should I consider it?

Unlike Sermo or Doximity, which are open to all specialties, Skipta provides a way for HCPs to engage with other HCPs exactly like themselves, leading to high engagement. 

What promotions are available?

  • Promoted emails (“Skoops”)
  • Branded quizzes
  • Banner ads
  • eNewsletters and alerts
  • Custom microsites

 

Please contact your account leads or ross.quinn@fcb.com if you have any questions or would like to discuss any of the above.