DriveTM works across your owned, earned and paid media to ensure your target audience is accessing accurate information as efficiently as possible, giving your brand more control and influence over prescription decisions.
How people access information when moving along their health and wellness journey is changing. Whether it’s mobile or desktop, video or text, your brand needs to control the message people engage with when an HCP, patient or caregiver is activated. By looking at your brand presence holistically across search (paid and organic), social media, third party publishers and video content, CMI can help create a positive user experience for your target audience, getting them to the right information they need to move them along their health and wellness journey.
Targeting HCPs
According to Media Vitals™ research, 69% of HCPs say they utilize search engines when they need to access information immediately. An integrated SEM and SEO program helps HCPs access your brand information as quickly and as easily as possible.
In the social landscape, HCPs use social networks for many reasons. From thought leadership and connecting with former colleagues to asking others for professional expertise, both open and private social networks are being used by healthcare professionals, providing opportunities for brands to engage, support, and deliver value to HCPs.
Targeting Patients and Caregivers
Patients most often use search engines and social media websites when experiencing symptoms or researching a disease. Search provides patients and caregivers access to information quickly, helping them understand what is going on with their bodies and providing information about what their doctor prescribed. Social networks provide support and a community where they can connect with others who are in similar situations.
With patients becoming more empowered, it is important for pharmaceutical brands to be present when patients and caregivers search for information. This means optimizing your paid search and SEO campaigns to ensure they can be easily accessed, as well as developing a social media strategy.