Identify Custom Audiences & Boost Point-of-Care Marketing Results with Veradigm’s AI Audiences
Written by: Gaurav Kaushik, Ph.D., SVP & Head of AI, Veradigm, and Allison Mudd, Head of Customer Success, Veradigm
Point-of-care messaging is an invaluable tool for increasing provider awareness of your therapy. One of the most effective, differentiated methods is biopharma messaging delivered to providers via the electronic health record (EHR), a channel where clinicians typically spend about 6 hours daily. With point-of-care digital health media, highly targeted messaging is integrated directly into providers’ clinical workflow, enabling you to target the right providers at the right times. Your messaging arrives when it’s most relevant and beneficial.
Point-of-care messaging benefits providers by giving them access to relevant, timely product information from within their existing clinical workflow1. This can help providers:
- Increase their awareness of therapies available for their patients
- Make better-informed treatment decisions
- Enhance the quality of patient care
- Improve patient health outcomes
This targeted and timely engagement method can also help improve your communications and relationships with providers.
The challenge of point-of-care marketing is effective targeting. How do you identify which providers will benefit most from learning about your product? Keep reading to learn how Veradigm is using artificial intelligence (AI) to address this need, unlocking AI’s potential to effectively extend the reach of your point-of-care media and effectively deliver your brand message.
Introducing AI Audiences
AI Audiences from Veradigm Digital Health Media can help life sciences marketers strengthen their omnichannel marketing strategies. This offering delivers a new way to unlock the potential of point-of-care media by providing a powerful new methodology to identify and reach expanded audiences.
Traditionally, National Provider Identifier (NPI) lists are used to target life science messaging. These lists are comprised of healthcare providers who meet specific criteria, such as medical specialty, patient population, or known prescribers, making them potential targets for awareness messaging. However, Veradigm’s customized audiences go beyond the targeting capacity of a simple NPI list.
How AI Audiences works
Veradigm uses proprietary AI methodologies to develop customized, highly specific target audiences for your brand. Audience sets are constructed specifically to include those physicians who share a range of common attributes with those on your NPI list and other factors from first-party data that correlate with being likely to prescribe your product—and, in turn, most likely to benefit from your point-of-care messaging.
Data for creating target audiences are sourced from exclusive first-party data in a compliant manner for AI analysis to identify providers who share key traits with frequent prescribers but are not prescribing at the same levels. The attributes analyzed include characteristics such as geography, practice size, patient volume, and others. Target sets are tailored to include providers who are not on your current NPI target list, but are:
- Seeing patients relevant to the brand
- Not frequent prescribers of the brand
The result is an expanded yet highly specific target audience that enables you to deliver precision-targeted awareness messaging to a uniquely targeted pool of relevant prescribers via their EHRs2.
Designed to impact prescribing behavior
The primary value of EHR media lies in its ability to reduce conversion failure at the point of prescription. With Veradigm Digital Health Media, you can help ensure your messaging reaches physicians at the point where it will make the most difference: in prescribers’ primary clinical workflow solution at the point of care, where they are interacting with relevant patients.
“AI helps biopharma marketers do more than target messages—it helps ensure that the right information reaches the right providers at the moments that matter,” says Gaurav Kaushik, Ph.D., Senior Vice President of AI at Veradigm. “When providers have timely insights, patients are more likely to receive care that can improve or even change their lives. That’s the real promise of this technology: helping patients get the care they need, faster.”
With Veradigm’s AI Audiences, you can reach a uniquely targeted group of relevant providers. Veradigm Digital Health Media then enables you to provide consistent messaging in a context that makes that messaging more meaningful. By increasing the frequency of awareness messaging to this audience, you can help support more informed prescribing decisions and improve alignment with appropriate treatment options.
Why Veradigm?
When choosing a point-of-care media vendor, it’s crucial to consider the vendor’s reliability and experience in the realm of EHR media.
As a long-established pioneer in both EHR media and healthcare-focused AI, Veradigm stands out on both fronts. Veradigm is the first and only EHR media vendor to be certified by the Point of Care Marketing Association. This certification process includes validation by a 3rd-party audit to ensure accurate and transparent message delivery to the EHR workflow.
Veradigm also has a proven track record in digital health marketing, earning the trust of leaders across the life sciences industry.
Veradigm’s new AI Audiences offering is a powerful way to further expand the audience for your brand’s point-of-care messaging.
“The EHR is a uniquely powerful channel to effectively communicate with providers, if it is done in a thoughtful and compliant manner,” said Allison Mudd, Head of Customer Success for Veradigm Digital Health Media. “Not only do providers spend many hours every day working in their EHR systems, but in the case of Digital Health Media, the decade-plus legacy of being messaged in this way, combined with the consistent and appropriate placement of the messages, translates into strong potential for receptivity by the audience.”
To learn how you can join the growing number of biopharma companies working to strengthen omnichannel marketing by harnessing innovations like AI Audiences, contact us today.
Footnotes:
- Advertisements are delivered in an iframe window that is separate and distinguishable from the clinical and practice management workflow within the EHR. No biopharma or device advertisements appear during the prescribing workflow consistent with applicable law.
- The Practice Fusion EHR displays advertisements in an iframe window that is separate and distinguishable from the clinical and practice management workflow within the EHR. No biopharma or device advertisements appear during the prescribing workflow consistent with applicable law.