Pharmaceutical marketing is shifting from product- and channel-focused tactics to AI-powered, patient-centric promotion. In this executive interview, Doug Besch, Chief Product and Technology Officer at OptimizeRx, explains why brands should focus less on novelty and more on being present where patients and prescribers actually are.
Besch also describes how the definition of point-of-care marketing has expanded, particularly on the HCP side. With more new options and tactics carrying the POC label, brands should be focusing on the care mindset: reaching them when providers are actively thinking about patients’ care. By engaging prescribers during this mindset, brands can deliver information that is more relevant, timely and impactful.
The conversation also highlights the importance of coordinating patient and HCP engagement strategies, and moving away from functional siloes. When brands align campaigns across both audiences, they create more meaningful conversations at the point of care—driving stronger understanding, better experiences and greater likelihood of conversion.