Finalist
Medscape Extend: Advanced Programmatic Targeting for Offsite HCP Engagement
Summary of work
Medscape Extend is a transformative platform designed to revolutionize how pharmaceutical advertisers communicate with healthcare professionals (HCPs). Utilizing the advanced capabilities of PulsePoint technology, Medscape Extend enables precise identification and targeting of Medscape-verified HCPs offsite on non-endemic properties, ensuring that marketing messages reach them across their digital journey.
The platform operates by assigning a unique PulsePoint tag to each HCP after they register and provide consent on Medscape. This tag facilitates the delivery of targeted marketing messages not only on Medscape but also across various online platforms that HCPs may visit, including news sites, sports websites, and more. This ensures that communications are not limited to professional contexts but are extended to personal environments, thereby maximizing engagement and impact.
Medscape Extend’s innovative approach allows pharmaceutical marketers to engage with verified HCPs at critical moments they were previously unable to be reached, whether they are conducting professional research or engaging in personal activities. By seamlessly integrating marketing messages into the daily digital lives of HCPs, Medscape Extend enhances the effectiveness of communication strategies and ensures that key messages are delivered at the most opportune times. This strategic enhancement is pivotal in improving outreach and engagement with healthcare professionals globally.
Judges’ comments
Medscape has put together a good example of innovation, making it interesting. It clearly detailed an approach to broaden the reach of Pharmamarketing using innovative tracking capabilities.
