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Using Identity Resolution Technology to Dispense Hyper-Relevant Information to HCPs


Healthcare professionals (HCPs) shouldn’t miss out on critical information while their focus is on their patients, which is why messages on professional platforms are an essential resource to improve a patient’s health results.

For life sciences companies that seek to elevate the value of their messages, dispensing educational materials that are hyper-relevant to HCPs on digital point-of-care channels enables them to put their patient first. These virtual ecosystems lead an efficient approach for prescribers to learn about ailments and treatments to better tend to their patients without being overwhelmed with materials to identify the specifics that are relevant to their medical case.

Gareth Shaw

Gareth Shaw

The foundation of high-quality interactions dispensed on medical-based mediums establishes superior recognition within the industry to assist physicians. A significant way for online publishers to execute the delivery of messages with precision at the point of care is to leverage identity resolution technologies. By doing so, life sciences businesses gain a comprehensive understanding of an HCP’s digital footprint to deploy content that pertains to their speciality and would enrich a patient’s care for optimal outcomes.

Elevate connections with HCPs through high-quality messages

When AI is paired with data analytics, HCP communications can be streamlined on professional digital networks by gaining knowledge on the types of messages that resonate with physicians via identity resolution technologies. In addition, these solutions provide insights on the HCP’s communication preferences, practicing behaviors and the moments when it garners the greatest impact.

When physician-level data is obtained through the digital touchpoints, then high-quality messages can be strategically deployed to share informative materials that will resonate with HCPs. The power of point-of-care is that it creates the opportunity to connect with prescribers when they are in the medical mindset. Accordingly, the usage of identity resolution tools emboldens the preciseness of the assets shared with HCPs to garner greater awareness of the education messages. When AI-based learnings are applied, then the hyper-relevant content optimizes the digital interactions with HCPs.

Well-informed treatment plans enrich exchanges between HCPs and patients

To improve a patient’s health outcomes, the dialogue with their physician needs to capture their diagnosis and reflect their expected results for their treatment plan. The informative messages that are guided by identity resolution technologies to elevate a patient’s experience ensures their prescriber is knowledgeable about their specific condition.

By having a point-of-care platform that enables real-time communications, data-driven insights cultivated via the platforms can be distributed to the appropriate HCP in a manner that will support their patients. It’s essential for identity resolution capabilities to maximize the effectiveness of communications to HCPs while they are more accessible on point-of-care platforms during their digital journey. HCPs have a professional mentality while accessing point-of-care channels, which generates meaningful exchanges between healthcare organizations and prescribers when a message is delivered, deepening the relationship a physician establishes with their patient. When online communications are personalized, the interactions are strengthened as familiarity and trust in the treatment process reflects the circumstances a patient must overcome to adhere to the prescribed treatment.

A patient’s drug comprehension drives medication adherence

Once an HCP identifies the ailment, the challenge then is to have a patient follow the directions of the prescriber. With a reported 75% of prescriptions not being taken as directed, HCPs have to be diligent to ensure patients are taking the drugs as prescribed. Therefore, physicians need to understand the various factors in their patient’s life that may prevent them from taking the medicine as advised.

With identity resolution resources, the delivery of a customized message can identify potential barriers that HCPs must overcome to achieve medication adherence with their patient. Thus, hyper-relevant information is beneficial for prescribers as the treatment plan is tailored to their patient. In addition, personalized messages being delivered on point-of-care networks that associate with their prescribing behavior provides additional intelligence on the drug, side effects and research that can be shared with a patient during their visit. By sharing messages that is useful for prescribers, the communications with patients become more educational to guide them towards medication adherence.

Hyper-relevant educational messages lead to patient retention

While HCPs consume educational and transparent messages, the level of trust garnered with their patients is raised. With the assets customized to physicians along their digital professional journey, the performance of medical care rises, and the prescribers become more knowledgeable about the therapies that are applicable to their patients. By having hyper-relevant information being served to physicians, they can develop a stronger relationship with their patients. Thus, patient retention rates improve with physicians being more patient centric in their approach.

As identity resolution technologies facilitate more precise messages towards HCPs, each patient visit enables them to provide their undivided attention to the individual. The well-informed treatment decisions for patients with the guidance of timely informative messages empower them to achieve optimal health outcomes, while also gaining appreciation from their patient.

Identity resolution technologies are playing a pivotal role to achieve the ideal health results for patients on point-of-care platforms. The hyper-relevant messages being alerted to HCPs on these digital channels empowers prescribers to receive information that is significant to diagnosing and treating patients, while providing more educational communications in the process. Identity resolution technologies provide tremendous advantages to life sciences platforms that want to reach HCPs on point-of-care networks with more impactful messages and improve the health results of their patients.

Gareth Shaw is President, UK & Europe of Doceree.

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