Veradigm® Digital Health Media Expands Your Target Audience Beyond the Traditional
Featured Veradigm Case Study
When marketing teams at life sciences companies have a new medication to share with healthcare providers, standard practice for point-of-care marketing has been to target marketing efforts solely toward providers with specific National Provider Identifier (NPI) numbers. This orthodox strategy enables marketers to reach only those providers who meet their targeting criteria—an approach that can help produce a better return for their marketing investment. However, in a recent case study, Veradigm Digital Health Media demonstrates that this “orthodox strategy” fails to achieve the full impact possible with electronic health record (EHR) point-of-care advertising.
Expand your target audience with first-party data
Veradigm Digital Health Media enables a life sciences marketing team to deliver medication marketing messages directly into physicians’ EHR systems. However, these EHR systems contain clinical data such as ICD-10 codes and each physician’s prescribing behavior—first-party clinical data that can be used in a compliant, de-identified manner to expand the criteria defining the target audience for your messaging beyond a list of NPI numbers. For instance, targeting criteria might be expanded to include physicians whose patients have specific ICD-10 codes, physicians who have previously prescribed the medication of interest, or other criteria strongly correlated with a physician’s likelihood to prescribe the given medication.
This first-party clinical data is available exclusively to individual physicians’ EHR vendors. However, as a major provider of EHR software, Veradigm is unique in its ability to analyze exclusive, de-identified prescribing data to identify additional likely prescribers for the client’s medication. This case study reviews how Veradigm Digital Health Media identified additional likely prescribers to expand the target audience for the client’s medication’s messaging.
The challenge
The case study follows the experience of a US-based life sciences company that introduced a new drug in the gastrointestinal therapeutic area in 2024. This company engaged with Veradigm to deliver point-of-care messaging to healthcare providers through their EHR systems. Messaging was targeted to providers with specific NPI numbers selected by the company.
Although this approach yielded positive results—a 54% average month-over-month growth in total prescriptions from the targeted providers during the 6-month period messaging period—the growth trend declined during the second half of this time span.1 The case study reviews how Veradigm Digital Health Media enabled the client to expand their target audience, based on clinical data correlated with providers’ likelihood to prescribe their drug, and examines the associated growth in the total number of prescriptions.
Learn to expand your target audience
Download this case study to learn more—and learn how to make your point-of-care marketing efforts more effective.
Reference:
- Case study on file 2024, DHM Audience Expansion.