How Doceree is Leveraging its Point-of-Care Marketing

Doctor Harshit Jain, founder and global CEO of Doceree, spoke with Pharmaceutical Executive about leveraging point-of-care marketing momentum and its influence on decision making and how Doceree maintains contextual relevance in marketing on a national scale.

Pharmaceutical Executive: How is Doceree leveraging Point-of-care Marketing momentum to influence its decisions?
Dr. Harshit Jain: Point of care is one of our forte, our bread and butter. We started five years ago and now proud to say that we are leaders in point of care messaging in United States. So point of care messaging is more of a strategic input that comes at the bottom of the funnel, right? So it's very important and strategic channel, because that is the time when the physician is writing the script. So if there is any message that you can communicate at that point of time without interfering with the workflow or the physician or annoying him or overwhelming him, right, the chances that you will get a script will be very high because you have presented your best case at the best possible time. And through our technology, using data, using AI, through and through our deep partnerships with electronic health record platforms, we are able to serve the most appropriate message at the most appropriate moment for the appropriate outcome to happen. Now, some of the innovations that we are bringing in this category, apart from increasing the depth of the depth of targeting, depth of analytics that you can have access to and predictive models to which you can assess what can you expect. Even before the starting of the campaign, we are introducing an automatic rule builder in our platform through which brands can now access real time claims data and the data from the EHR to decide which of those moments that they want to target. It could be a moment when your competition script is about to get rid, or it is a moment when a physician just diagnosed someone with the disease, for which your drug is indicated, and you want to be present at that moment, right? Or there are multiple such moments when a physician is about to switch a truck, because it is not about just capturing that moment, but it is about changing the behavior of a physician from a non-prescriber to a prescriber, from a non-prescriber to a high writer, is the journey that we help brands travel using the point of care messaging as a advertising channel.

PE: In what ways do you ensure contextual relevance when marketing to physicians on a national scale?
Dr. Harshit Jain: So point of care marketing, as I was mentioning, is highly, highly targeted there. It is not even context is it is relevant at that particular moment based on what physician is doing or about to do. Apart from that, if we look at when physicians are just searching online and they're looking at like a medical joke, right? And imagine a cardiologist may be reading a journal in nephrology, right? So the current technology that exists in the market out there can only serve content related to cardiac sciences, right? Because he is identified as a cardiologist, right? While our technology understands context, so that the advertising that we service to a cardiologist who is reading a page on nephrology, right, it makes all the difference.