Reaching Healthcare Providers (HCPs) -Paid Advertising Strategy

Reaching Healthcare Providers (HCPs)

Overview

Digital media strategy that helps your advertising reach doctors, nurses, and other HCPs

There are more ways than ever to put your brand in front of doctors, physicians assistants, and nurse practitioners who influence a patient’s consideration. Silverlight Digital will work with your goals and your budget to find the ideal media mix for your HCP message. We specialize in new drug launches – starting with disease awareness leading-up to launch, and have years of experience with the legal, medical and regulatory restrictions on your marketing.

reaching healthcare providers

Campaign Management

Come to us with your goals, a budget, and clear expectations. Your campaign will benefit from the cost-saving access to our in-house trading desk and our strategic audience targeting capabilities, the white-glove support provided by our Google Premier Partnership, our complete suite of analytics, and the customer service that made us an MM&M Top 100 Agency eight years in a row. With this, we’ll develop your campaign with speed-to-market in mind.

 

Recommended Media Mix for Reaching Healthcare Providers

Our planning team will work with you to understand your marketing goals and the business factors that aid in developing an effective media mix strategy. Our capabilities support an omnichannel media strategy, including SEM, display, video, point of care, streaming audio, print, specialty journal publishers, social media, and more.

We find the best media mix to lower Customer Acquisition Costs and spend every dollar as if it’s our own.

Targeting your audience: HCPs

For pharmaceutical brands marketing new drug treatments, promoting disease awareness, or introducing a novel indication need to get their message in front of the doctors, physician’s assistants, and nurse practitioners who can write scripts. Using NPI lists and other behavior and location-based factors, Silverlight can target HCPs, offices or hospitals with your ads specific to medical professionals including conferences or congresses. Increasingly, social media from Doximity to Facebook can be used to safely target your professional audience.

experience reaching healthcare providers
Media Mix

Using the right media mix to reach healthcare providers

Our Media Planning and Account Management teams are all fully integrated to target your desired audience. We make advertising media recommendations designed to deliver your advertising message in the most efficient, cost-effective, and measurable method possible. This approach includes assistive technologies such as our programmatic trading desk, artificial intelligence, and an industry-leading tech stack.

Search Engine Marketing

Advertise on popular search engines using keywords that reference a medical condition, your brand (or your competitors’ brands), or treatment details. We will provide compliant paid search messaging that allows your ad to stand out and optimize your campaign based on agreed-upon KPIs.

Point of care

Advertising to patients at the point of care can raise awareness of new drugs or treatments, clinical trials, or new indications encouraging conversations with a healthcare professional.

Endemic Opportunities

We put your brand message, often with a customized program, in front of patients and healthcare professionals where they are seeking treatment or healthcare content. This can include content sponsorships for patients, and EHR or Telehealth options for HCPs.

Programmatic Display

Our in-house Trading Desk allows us to place your display ad in front of the most relevant audience no matter where they are and continuously optimize those placements.

Connected TV (CTV)

Reach your target audience with streaming video ads. CTV ads can provide reach comparable with Linear TV but at a much more efficient level.

Social Media

Social Media ads drive awareness to a large but targeted audience who visits their social sites up to 10x/day. Your ads here can promote site actions for learning more about your product or service.

Print

Traditional print ads in magazines and journals still provide enormous reach and an audience who read longer-form content.

Video Advertising

Pre-roll ads allow you reach your audience on YouTube and across the internet. We promote the use of companion banners which can turn this awareness-raising tactic into a traffic driver.

Streaming Audio

Engage your audience through digital music and podcast streaming and leverage third-party data for precision targeting; sponsor specific podcasts to build awareness of your brand.

Our approach

Strategic campaign management

Strategic Media Placement

Our Trading Desk

Optimization

Managing Costs

Analytics & Reporting

Silverlight Digital takes advantage of all types of placements to make sure we are getting your message in front of your target audience. From contextual placements, where display ads related to the content on specific websites are shown, to audience placements, where display ads are catered to individuals based on criteria such as their demographics, interests, purchase intent, and more. In addition, Silverlight Digital can recommend tailored placements based on the audience’s behavior, how they surf the web, the pages they have visited or the searches they have made, where they are located using geo targeting, and use tools to retarget people who have shown interest by visiting a site but may have not completed an action.

The Silverlight Digital Trading Desk is able to tap into an enormous amount of data for buying media programmatically and targeting any number of the data segments that are available to us. We can also incorporate your first-party data for maximum effectiveness.

Silverlight Digital utilizes Double Click Campaign Manager, Media Math, and Google Analytics to track performance. All three are in-house and not outsourced as a managed service. We collaborate with our client and all stakeholders to determine goals and objectives as well as priorities. This is a critical step in the process to align on measuring success and what we are ultimately optimizing towards. We track time spent on site, what content they are viewing, how long they are engaged with your content and what actions they took. Ultimately, we want to map this back to script lift, clinical trial recruitment, and new patients. We are relentless about optimization and spend every dollar as if it’s our own.

We are relentless about lowering Customer Acquisition Costs (CACs) and spend every dollar as if it’s our own. To succeed at this, we set aggressive benchmarks and performance metrics to drive trends upwards, use data-driven insights to align targeting data and messaging, constantly optimize campaigns against data collected, and regularly report with accompanying analysis.

This ensures that we take advantage of the highest-performing tactics, technology, and partners at any time. 

We strive to provide a detailed strategic analysis to explain the “why” behind the data, identifying performance trends and proposing integrated changes to the media mix with an eye on reaching overall client goals. We will explain ongoing optimization activity, offering tests based on data-informed hypotheses. Data is analyzed at the click level, but the quality of creative performance and post-click activity is also considered.

With complete transparency, data is shared by specific publisher placements and providers (audience and contextual) through our Trading Desk.

Reporting is provided every month. Reports include KPI goals (drive site traffic or online purchases) or other primary and secondary KPI actions and a break-out of how each placement delivers against goals.

Targeting

Data-enhanced target capabilities

Contextual

Contextual targeting is a method of personalized advertising that enables your ads to appear on Websites or alongside content that is relevant to the interests of your audience.

CRM/First Party DTC List

We can target custom audiences using first-party CRM data that is imported into ad platforms. Ads will target CRM contacts on the Web and in social media.

Retargeting site visitors

Ad campaign targets a behavioral audience who has already visited your website. The campaign shows a visual reminder ad to encourage repeat visits to the site.

Look-a-like Modeling

A behavioral audience is created that identifies users who behave online in a similar manner to your target audience. These look-a-likes audiences are targeted with the campaign.

Condition targeting

We combine multiple data factors by building a target set of users likely to be diagnosed with medical conditions related to your drug or treatment. The campaign targets this audience.

Mobile targeting

We target users by mobile device type, location of their mobile device, and proximity of the device to a service location, event, or geographic location.

Experts in MLR

Medical-Legal-Regulatory Process

For pharmaceutical and healthcare advertisers, there are many hurdles to clear before an ad goes live. Our team can help you through the complicated MLR process with your Promotional Review Committee (PRC).  We are Veeva certified. 

veeva certified compliant reaching healthcare providers
Andrea Hickey-Mills, Radius Health

"We have found a true partner in the Silverlight team."

“They have over-delivered on impression and engagement goals for our campaigns and we are excited to continue working with them to achieve the next milestone in our journey.”