New Delhi, 03 Dec 2020:Despite Pharma sales representatives being locked indoors due to COVID-19 outbreak, Rx drug brands reached out to 75% Physicians in their targeted specialties, as per the 100-day Report of Doceree, Physician-only platforms for programmatic marketing.

Pharma marketers were able to get close to 2/3rd of the reach they were getting in the pre-COVID era. Doceree analysed over 20 million impressions served through its platform in the last 100 days from July 2020 – Oct 2020 (Q3 2020) and observed real-time developments in the Physician digital marketing space that could reflect broader trends.

“With COVID, it became difficult for Pharma brands to reach out to doctors. The field force was grounded, events/ conferences/congresses were either cancelled or moved online. In such a scenario, sales force took to tools like Whats App and i-messages to gain access to doctors and used Zoom meetings for remote detailing; but all with very little success as doctors found them intrusive in their professional and personal lives.In that scenario, Pharma marketers found solace in digital. They looked for professional platforms to reach out to doctors in a regulatory-compliant manner,” said Dr. Harshit Jain, Founder & CEO, Doceree.

The report dug deep into the vast amount of data captured by the Doceree platform to provide marketers with key trends and important insights into the Physician digital marketing. The data has been gathered from the digital marketing campaigns that pharmaceutical and healthcare brands run through the platform.

In terms of reach, Delhi & Mumbai provides nearly 10% reach of the overall doctor population. If Delhi-NCR (Central Delhi, Gurgaon, and Faridabad) is considered, then the reach is around 12%. Interestingly, 8 out of top 10 cities that give higher reach are in North India. Doceree provides the ability to precision target Physicians with its unique identity-resolution proprietary technology – Espyian.

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2. 90% Pharma marketers say non-transparency is a key set-back in digital espousal in Rx drug marketing: Doceree survey. 

3. New Jersey-based Doceree launches AI-enabled dashboard to bring transparency in Pharmaceutical Marketing

November 2, 2020: 90% Pharmaceutical marketers are of the opinion that non-transparency of ‘doctor reach and results’ is a key set-back for implementation of digital in Rx drug marketing, according to the study by Doceree, the foremost global web of Physician-only platforms for programmatic marketing. It is a fact that Pharmaceutical industry hang back on digital espousal in contrast to consumer brands which have seen fabulous growth in digital marketing technologies.

In the past decade, pioneering digital business models aroused in a various fields. Nevertheless, pharmaceutical by and large remained an exemption from entering to digital platforms. The marketing strategies are still limited to conventional ways of doing business and Physician marketing is nowhere close to consumer marketing that grew leaps and bounds after companies in the space shifted to digital methods and made them an vital tool to sweep to their targeted crowd.

“We associate with several digital platforms. But the output are not very pleasing and very often there seems to be discrepancies in the information provided. Deciphering information that are pooled by partner digital platforms is a tough task and data points all the time do not go with the results shared, heading to discrepancy. Thus this non-transparency is a big confront to make use of digital channels,” said a Pharma marketer on circumstance of ambiguity.

Doceree undertook the survey with 500 Pharmaceutical marketers of zenith Rx drug firms, comprising Abbott, Pfizer, Cipla, GSK and Novartis, to know how big uncertain block non-transparency was in digital implementation among Pharma marketers. To solve the enduring issue and nourish trust among Pharma marketers and build the category, Doceree has presented AI-enabled dashboard that provide its clients – pharma brands and media agencies – get information and updates about their strategy in real time.

“Rx drug brands make great pay-outs for promotion on generic digital decks. Though there is no clarity of progress of digital campaigns, thus beating the very intention of using a digital platform. They squander monies on the digital medium to get in touch with Physicians, but are not very certain about the authenticity of output. For Pharma marketers who are already sceptical about digital mediums, the situation has only aggravated further and led to confidence issues. Our AI-enabled dashboard will give full transparency, manage and the aptitude to enhance for better efficiencies. A lot of brands are already channelling all their digital marketing spends through Doceree now,” said Dr. Harshit Jain, Founder & CEO, Doceree.

At a time when digital is achieving a strong grip, Doceree is striving to develop an ecosystem that creates trust among Pharma marketers and aid them to utilise the true prospective of digital platform.

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