Though marketing through traditional linear television has been a four-billion-dollar industry in recent years, a continued decline in viewership figures emphasizes the need to shift messaging to other platforms. Chris Paquette, CEO and Co-Founder of DeepIntent, met with Fierce Pharma to discuss these changes and provide insight into the shift of focus in pharma marketing efforts.
Meeting healthcare providers where they are and embracing a “channel agnostic” model in marketing are just two of the marketing trends providing new opportunities. Paquette details how using real-time metrics to measure and optimize campaigns can transform the way clients use digital media, which has an impact on business outcomes.
Embracing a science and data-driven approach will be critical in understanding engagement and optimizing content and delivery methods to reach a larger consumer and healthcare provider audience. Among other insights, Paquette stresses the importance of multichannel and connected TV advertising in the changing landscape of pharma marketing.
DeepIntent is the leading healthcare marketing platform that measurably influences patient health and business outcomes through programmatic advertising. DeepIntent is the first and only platform that uniquely combines real-world health data, premium media partnerships, and custom integrations to reach patients and providers across any device.DeepIntent’s award-winning innovations and patented technology empower healthcare marketers to reach 1.6M+ verified healthcare providers and 300M+ patients in a HIPAA-compliant way. In one single platform, marketers can effectively plan and scale provider and patient campaigns with real-world clinical data; activate campaigns immediately across every channel and device within curated, premium, brand-safe inventory; and optimize and measure campaigns toward audience quality and script performance in real time.Serving eight of the top pharmaceutical companies and all major advertising agency holding groups, DeepIntent has won two PM360 Innovator Awards and a 2020 Digiday Technology Award.
Rebecca Willumson:
Hi there. I'm Rebecca Williams and I'm the publisher of fierce pharma. And I'm here today with Chris Paquette, CEO of deepintent. Chris, Thanks so much for joining me.
Chris Paquette:
Thank you so much for having me, Rebecca.
Rebecca Willumson:
So before we kick off, can you tell me a little bit of yourself and your role at deepintent?
Chris Paquette:
Sure. I founded the company, I'm the CEO there at deepintent. For those who don't know, deepintent is a healthcare marketing platform. We specialize in building technology that allows our clients, who are predominantly pharma, to plan, activate, measure and optimize their digital campaigns.
Rebecca Willumson:
Chris, tell me, what aspect of pharma marketing is poised for the biggest disruption?
Chris Paquette:
Yeah. I have to say the convergence between health data and digital media. That to me is really the biggest impetus for change happening in this space. Just over the last several months, even the last several years, we've been building products at that intersection. For example, two years ago at DPE, we had built a planner, which we did a big product launch where our HCP planner, which was the first platform of its kind to allow realtime segmentation of clinical audiences and HCPs using realtime claims data. It was really exciting. That launch was great. And in my mind, it really legitimized deepintent and the vision for what we're doing. Fast forward to now today, just months ago, we launched our deepintent outcomes product, which could have filled in the last parts. If I can say, it's the Keystone to everything that we do. And that is similar to the planning we're using real time or near realtime claims data to measure and optimize the campaigns or really deep metrics and trying to transform the way that our clients are looking at digital media, is really driving business outcomes. Looking at new prescriptions or new to brand starts. Not looking at clicks or impressions, it's really about the deeper metrics.
Rebecca Willumson:
Tell me, what does customer engagement look like in today's world?
Chris Paquette:
Yeah, increasingly digital. If COVID taught us anything, we actually a marketably increased amount of opportunities to reach healthcare providers and patients across all sorts of digital channels. There's the term omnichannel is thrown around quite a bit here and among our clients, but really what that means, it's going to come down to basically being channel agnostic and meeting that patient or meeting that provider wherever they may be. Working with a platform that can do that, that can still do data driven targeting and measurements is of paramount importance.
Rebecca Willumson:
How can pharma marketers set themselves up for success with emerging channels such as CTV?
Chris Paquette:
I think it goes back to the answer I just said, you got to find the right partners. And obviously, the partners that are here to stay, are the ones who are thinking ahead and pushing the boundaries of what's possible. I look at CTV, as you mentioned as being probably one of the more exciting mediums. Healthcare marketers spend about four and a half billion dollars annually on linear television, which if you think about the audience sizes on linear, those are only shrinking. That efficiency and that reach is only going down year over year as more people switch over to streaming platforms and AVOD. I look at the opportunity for CTV and these other emerging channels as really where most of the innovations are going to happen. We're doing big partnerships. For example, we have a partnership with Hulu, with Comcast FreeWheel, Spotify. These are big platforms that are really at the cusp of emerging media. Definitely encourage our clients to look at those.
Rebecca Willumson:
That's great. Any last thoughts or anything you want to share before we close out?
Chris Paquette:
I would just say to, to marketers who are out there, it's really important that you're testing and you're learning. What COVID has taught us is that these audiences are increasingly moving digital and there are tools that are out there, and it's just a matter of having the affinity and having the impetus to go out and check and experiment. For the most part, pharma is based in science. What I love about our platform is that we're very numbers driven and we're very data driven. I'm excited to talk with others about that.
Rebecca Willumson:
That's great. Well, thanks so much for chatting with me. I appreciate the conversation.
Chris Paquette:
Thank you.