Point.1: Pioneering People-Centered Precision Marketing in Healthcare
The Attention Economy: A New Frontier in Healthcare Marketing
In today’s attention-driven economy, the healthcare sector faces a pressing challenge. As traditional marketing strategies falter in the wake of modern communication dynamics, the pharmaceutical industry finds itself in a bind. Only 19% of healthcare professionals (HCPs) trust pharma-branded content, a staggering statistic considering these professionals receive an overwhelming 1,000+ emails monthly from various pharma companies. This rampant saturation of information has led to plummeting attention spans, now dwindling to less than two seconds.
As HCPs endure unprecedented stress—40% higher than the general populace, with 31% experiencing extreme levels of distress—the relationship between healthcare providers and pharmaceutical companies grows increasingly tenuous. The disconnect is evident, with 62% of pharma brands failing to meet their first-year forecasts, largely due to a lack of understanding of what HCPs truly need.
Understanding the Value of Data: Enter Point.1
At Havas Lynx, we’ve committed ourselves to bridging this gap. Our innovative data solution, Point.1, transforms the way pharma interacts with healthcare professionals. We provide more than just numbers; we deliver insights that enable genuine connections. With over 15 million data points accrued from diverse HCP audiences globally, Point.1 is central to developing a nuanced, people-centered marketing approach.
Unlocking the Power of Point.1: A 3-Pronged Approach
To harness the richness of our data, we’ve designed three groundbreaking tools powered by Point.1, each aimed at deepening engagement with HCPs through tailored communication strategies.
1. Point.1 Genome: Revolutionizing Segmentation
Introducing Point.1 Genome, a tool specifically developed to enhance audience understanding. Research indicates that a staggering 85% of customer segmentation efforts fail to yield meaningful growth. We dive deeper than surface-level metrics, utilizing advanced analyses to uncover attitudes, drivers, and behaviors that resonate with HCPs.
With Point.1 Genome, your communications become timely and relevant, ensuring you engage the right audience in a meaningful way. It lays the groundwork for audience segmentation, persona development, behavior change strategies, media profiling, and much more, facilitating a more personalized marketing approach.
2. Point.1 Sens.AI: Instant Feedback at Your Fingertips
Next up is Point.1 Sens.AI, our cutting-edge digital assistant that seamlessly integrates AI with our extensive data. This revolutionary tool creates an interactive persona of target HCPs, enabling real-time, insightful engagement. Imagine the power to pose questions directly to a virtual HCP and receive immediate, authentic feedback on your strategies and propositions.
Sens.AI does not just scratch the surface; it captures emotional nuances, reflecting the true sentiments of HCPs with an impressive accuracy of 2% alignment to actual responses. Choose between an interactive chat interface or a dynamic AI-generated video persona, transforming traditional market research into a swift, engaging experience.
3. Point.1 Synthesis: Optimize Your Omnichannel Strategy
Finally, we present Point.1 Synthesis, designed to streamline brand experience activation. This product harnesses Point.1 data to guide effective communication strategies, optimizing reach, frequency, and perceived value.
With Synthesis, you’ll eliminate guesswork from your tactical and media activations, ensuring you achieve optimal communication impact while maximizing ROI on your marketing initiatives.
Building Authentic Connections: The Future of Healthcare Marketing
The healthcare communications landscape is rapidly evolving, and without adaptation, pharmaceutical companies risk becoming further estranged from HCPs. Point.1 is your key to developing effective brand activities that not only foster consistent growth but also drive better patient outcomes.
Get Started Today!
Ready to transform your marketing strategy? Contact Phil at [email protected] to book a live product demonstration or join us for an informative webinar on the groundbreaking capabilities of Point.1.
This insight originally appeared in the April edition of Pharmaceutical Market Europe. For a full reading experience, check out the complete issue here.
In the world of digital marketing, understanding and empathy are no longer optional; they are the foundation upon which successful relationships between pharma and healthcare professionals are built. Let Point.1 be your guide!
