REDEFINING HOW BRANDS AND HCPS CONNECT - Presentation
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Transcript of REDEFINING HOW BRANDS AND HCPS CONNECT - Presentation
ADFIRE.IO
REDEFINING HOW BRANDS AND HCPS CONNECT
ADFIRE.IO
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HCP SCALE AND ACCURACY
• Database of 8 Million+ HCPs
• Granular targeting capabilities
• Real-time analytics
• Dedicated account team
HEALTHCARE ONLY
We know the HCP market and can bring our expertise to make sure you target exactly who you are looking for. We can take your lists to improve match rates as well as optimize your list with the best HCP database on the market today.
ABOUT ADFIRE
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ADFIRE’S AUDIENCE
Rx Prescribers• Primary Care
• Surgeons
• Psychiatrists
• Oncologists
• Emergency
• Dermatologists
• Medical Residents
• Physician Assistants
• Nurse Practitioners
Key Influencers• Pharmacists
• Registered Nurses
• Allied Health
• Physical Therapists
• Occupational Therapists
• Speech Language
Pathologists
• Clinical Social Workers
AdFire's proprietary HCP database includes over 8MM records by capturing and segmenting data from 300+ sources including online databases.
Select by degree, specialty, location, education, experience, and much more!
1.5MM 6.5MM
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THE CHALLENGE OF REACHING HCPs
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HCP TARGETING IS CRITICAL BUT DIFFICULT
WHEN HCPs RELY ON THE INTERNET INSTEAD OF PHARMA FIELD REPS?
99% of HCPs use the internet to support their practice
84% utilize smartphones and tablets throughout their day.
WHEN DOCTORS DON’T HAVE AVAILABLITY FOR DETAILING?
40% of doctors are not allowed to speak with representatives or simply don’t have time.
WHEN HOSPITAL/PHYSICAN NETWORKS CONTROL WHICH SAMPLES REACH PRACTICES?Physicians are no longer exposed to samples or marketing materials because the decision is with the network.
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CURRENT SOLUTIONS ARE NOT REACHING THE ENTIRE AUDIENCE
Website Based Direct Buys
On average Only 5% of viewers are
actually HCPs!
YOUR AD
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THE SOLUTION
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Real Time Bidding
100% of viewers ARE HCPs!
YOUR AD
AUDIENCE-BASED TARGETING
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SAMPLE AUDIENCES
5,587,032Nurse Practitioners 232,793
3,533,418Internal Medicine 168,258
2,925,048PCP – Family Medicine 139,288
1,652,532Pediatricians 78,828
1,624,266Dentists 77,346
1,162,014Anesthesiologist 55,334
1,133,790Optometrists 53,990
962,808Radiologists 45,848
892,319
19,434,222
Total
Total
Monthly Impressions (est.)HCPsRx Prescribers
853,314Psychologists 40,634
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SAMPLE AUDIENCES
74,050,728Registered Nurses 3,085,477
3,729,768Pharmacists 177,608
3,372,117Social Worker 160,577
3,281,691Physical Therapist 156,271
3,270,729Students in Healthcare Education 155,749
3,048,234Psychology & Mental Therapists 145,154
2,107,455Speech & Language Pathologists 100,355
1,749,993Chiropractors 83,333
4,143,52
96,266,103
Total
Total
Monthly Impressions (est.)HCPsKey Influencers
1,655,388Physician Assistant 78,828
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HOW ADFIRE CAN SOLVE THE PROBLEM
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DIGITAL AD TARGETING TO SCALE
HCPs VISIT SITES OUTSIDE
OF THEIR PROFESSIONAL
NETWORK, ADFIRE
TARGETS THEM
WHEREVER THEY ARE
ONLINE
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The right audience, the right place, at the right time.
• Time of day
• Website
• Audience
• # of Impressions
• Ad Placement
• Ad Format
Campaign Optimization to Maximize CPA*
AdFire uses a match network of 250+ partners to connect device IDs, IP addresses and cookies online.
FULLY MANAGED RTB
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ADDITIONAL SERVICES
Multi Channel Strategy
Campaign Tactics
Landing Pages E-mail Live Calls Direct Mail
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LIVE CAMPAIGN CAPABILITIES
AUDIENCE OPTIMIZATION
REPORTING
TRACKING & ANALYTICS
DESIGNBRAND SAFETY & VIEWABILITY
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Rx CASE STUDY
Pharmaceutical Company uses AdFire to Gain Advantage in Highly Competitive Market
• Highly competitive market• Reduced budget YOY• Increase high value actions• Maintain brand safety
• Above average match rate of client data (over 60%)• Over delivered impressions
without increased cost• 7,500+ clicks with above
average CTR• $250 cost / HVA –
surpassing previous year’s average
Situation: A pharmaceutical company’s flagship drug is in a very competitive space, and each year the competition for market share becomes more fierce. One of their core marketing strategies is to target the HCP community. For their most recent engagement, they were tasked with increasing the total number of high value actions (HVAs) taken on their website, while decreasing their ad spend from the previous year. Goals: • Build national awareness and position their brand as the leader in the space• Heavy-up targeting in select markets with known high-script writers• Geo-targeting for select conferences• Increase brand equity to HCP community
Solution: AdFire was engaged for a 12 month campaign to promote awareness and increase HVAs. Utilizing both client supplied data (that AdFire matched through a network of over 250 partners) as well as AdFire’s proprietary HCP database of over 10MM records, an outbound digital campaign was launched to target HCPs. Conclusion: Client was very impressed with AdFire’s ability to micro-target its core audience, as well as enhancing the match rate of their first party data to effectively expand their audience. AdFire is currently in discussion with this client to discuss a long range partnership.
CHALLENGES
RESULTS
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THANK YOU