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.
Technically, everything that’s not this!
Mescape owns a network of sites that offers HCPs value-add resources:
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:
Guarantee-based pricing models, either on a reach or engagement basis
Facilitate and support a decentralized content model, reducing dependence on Brand.com
Doximity is an HCP-only social network similar to Linkedln, where physicians go for news and social updates from their peers.
It’s a popular and growing platform where HCPs are already going to consume educational content and connect with peers.
Epocrates is a mobile app that provides HCPs with information about approved drugs including drug-drug interactions, guidelines, and industry updates.
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.
LinkedIn is a massive professional social network that functions as a digital resume for many people including physicians.
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.
It provides a range promotions across its network, including quick-hit text driver messaging and in-depth sponsorship of the interactive SmartestDoc online quiz.
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.
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.
Medscape is an information portal where HCPs go to learn about disease states and treatments and participate in CME.
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.
PeerPlay is a Q&A style gaming platform where brands can reinforce important messaging by inviting HCPs to test their knowledge.
PeerPlay is an interactive platform within which players answer questions about your branded content.
Peer Direct is part of a larger PSL network that includes HCP-specific destinations like MD Minute, FirstWord, and DG Connect.
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.
Sermo is a forum-based, global, anonymous social network for physicians, similar to Reddit, where they can discuss medical and other topics with colleagues.
Because Sermo is anonymous and private, HCPs can participate more freely in social discussion, leading to high time-on-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.
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.
Please contact your account leads or firstname.lastname@example.org if you have any questions or would like to discuss any of the above.