At each stage of drug development in a pharmaceutical company – from patient research to clinical trial recruitment to sales launch – there is a very precise constituency of people who are likely to benefit from any targeted drug therapy. Effective patient identification and targeting is imperative for moving a therapy through its lifecycle and to ultimately help intended patients.
Pharma marketers need to identify individuals who are suffering from the disease or ailment while adhering to HIPAA privacy recommendations. For clinical trials, these marketers need to find those who are within a window of their treatment cycle where they might have exhausted other care options or were otherwise a good or poor choice as a trial candidate.
Semcasting specializes designing highly-targeted audiences for pharma and healthcare organizations and reaching them through digital advertising channels. Precision of the audience being targeted, combined with scale, allows pharma marketers to deliver the right message to the right patients at the right time.
Outreach happens both in and out of physicians' offices. Within the AudienceDesigner (ADS), the self-serve data onboarding, audience design and measurement platform, Semcasting has compiled privacy-safe data on providers, and patient specific conditions, treatments and more.
To empower clients with the highest-quality and most comprehensive privacy-compliant data on healthcare providers (HCPs) and patients, Semcasting has applied tokenization to all patient data for compliance - which means it is no longer possible to re-identify a person or household, but it is possible to reach the niche patient group with details of a clinical trial or new to market prescription.
Semcasting has integrated multiple HCP, patient and disease state data provider insights into ADS! - including IQVIA. IQVIA Connected Intelligence™ helps customers to discover powerful new insights, drive smarter decision-making, and get treatments to patients faster. This intelligence includes +1.2 billion non-identified patient records, ~23 million healthcare professionals, 85% global pharma sales tracked and more.
Additionally to fuel clinical trial marketing and patient targeting, Semcasting has also integrated with:
- PurpleLab – Tapping more than 98% of all payers and over 40 billion claims, PurpleLab harmonizes the data to identify critical events and relationships, among patient populations. PurpleLab data focuses on over 105 common clinical diagnoses, prescribed medications, procedures and tests from 9 sources of medical claims data as well as access to over 2.1 million healthcare providers.
- HealthWise Data – HealthWise Data provides insights on over 246 million U.S. adults, which include hundreds of Social Determinants of Health (SDOH) attributes, 50+ propensities focused on health conscientiousness, attitudes and lifestyles and two proprietary segmentation systems. The data also includes 165M caregivers as a digital audience.
- Datavant – Datavant is the healthcare industry’s trusted, neutral and ubiquitous health data connectivity solution controlling patient-level data access that fully complies with healthcare’s strict privacy regulations
These data integrations empower audience design solutions, which provide advanced targeting to craft specific-patient audiences for clinical trial recruitment, new therapies and general treatment options.
Semcasting and ADS provide unprecedented real-time transparency into the status of HCP and patient reach while any campaign is running. What this means is that each target audience can be adjusted daily and metered for frequency capping and response. This ensures that every audience member that is available online can be reached. A single audience can be deployed across multiple platforms at the same time. Unique anonymous user impressions are matched back to the audience and totaled each day. The audience automatically adjusts to reflect user reach, message saturation, eliminating future over-serving - independent of platform.
The traditional “spray and pray” approach in mass marketing channels such as linear television or digital magazine spreads create a significant amount of spend on reaching consumers who are not relevant to the specific disease and treatments. daily
Interested in how Semcasting can elevate your clinical trial recruitment or patient targeting campaigns? Reach out today!
