In the sometimes complex landscape of HCP marketing in the European Union (EU), Canada, and the UK, reaching healthcare professionals online with targeted and relevant content is crucial to inspiring behaviour change. One powerful tool in the arsenal of EU pharma marketers is reaching this crucial audience within endemic online networks like Medscape. However, there is an entire part of the online journey that happens off these endemic sites that has traditionally been hard to identify and reach for pharma marketers. By utilising 1st party publisher data from Medscape’s Global Network properties and leveraging programmatic technology from PulsePoint, marketers can now effectively identify, reach, and engage their target audience across the open internet with confidence.
This article explores the key benefits of incorporating Medscape’s new technology platform into a pharma marketer’s media strategy and highlights this approach, using Medscape’s 1st party publisher opt-in process, is fully GDPR compliant.
Identifying the Audience with Medscape’s Verified 1st Party Publisher Data
Medscape, the leading online resource for healthcare professionals, provides a wealth of 1st party publisher data that can be instrumental in identifying and understanding a target HCP audience. This data encompasses insights into the preferences, behaviours, and interests of healthcare professionals, allowing pharma marketers to tailor their content to resonate with the audiences that matter most to them.
Pulsepoint and Medscape working together is the first time a publisher and a supply-side platform has joined forces to offer the ability to target audiences online programmatically. One of the key advantages of utilising 1st party publisher data is its accuracy and reliability. Medscape verifies its users, ensuring that the data is up-to-date and reflective of the real preferences of healthcare professionals. This granular level of detail enables marketers to create highly targeted campaigns that are more likely to capture the attention of their intended audience, but also provide the confidence that they are reaching that intended audience with precision and accuracy to ensure compliance.
Reaching and Reengaging with PulsePoint Technology
PulsePoint’s programmatic technology plays a pivotal role in the success of this retargeting strategy. Taking advantage of sophisticated algorithms and automation, pharma marketers can efficiently identify and reengage healthcare professionals across the vast expanse of the open internet. PulsePoint allows for the placement of ads on those websites that are frequented by HCPs.
Medscape’s integration with PulsePoint technology enables marketers to extend their reach beyond the Medscape Global Network. This is particularly advantageous as healthcare professionals most often navigate various channels for both personal and professional purposes. Medscape Extend ensures that marketers stay connected with their HCP audience wherever they go on the internet after visiting a Medscape property.
GDPR Compliance through Medscape’s 1st Party Publisher Validation
Navigating the regulatory landscape is of utmost importance in EU pharma marketing. Medscape’s 1st party publisher validation process is designed to adhere to the General Data Protection Regulation (GDPR), ensuring that user data is collected and used in a transparent and lawful manner.
Healthcare professionals who engage with the Medscape Global Network actively consent to the use of their data for personalised content and advertising. This opt-in approach aligns with GDPR requirements, giving EU pharma marketers confidence in the legality and compliance of their retargeting efforts.
Incorporating Medscape Extend into the media strategy of EU pharma marketers is a strategic move that offers numerous benefits. The combination of 1st party publisher data and programmatic technology allows marketers to precisely identify and reengage their target audience across the open internet. Moreover, Medscape’s GDPR-compliant 1st party publisher validation process ensures that marketers can navigate the regulatory landscape with confidence. By leveraging Medscape Extend in their retargeting efforts, EU pharma marketers can enhance the effectiveness of their campaigns and establish meaningful connections with healthcare professionals in the digital realm.