Marketers were able to get close to 2/3rd of the reach they were getting in the pre-COVID era
Delhi-NCR provides 12% Physician reach across specialties to Pharmaceutical brands
Despite Pharma sales representatives being locked indoors due to COVID-19 outbreak, Rx drug brands reached out to 75% Physicians in their targeted specialties, as per the 100-day Report of Doceree, the first global network of Physician-only platforms for programmatic marketing.
Pharma marketers were able to get close to 2/3rd of the reach they were getting in the pre-COVID era.
Doceree analysed over 20 million impressions served through its platform in the last 100 days from July 2020 – Oct 2020 (Q3 2020) and observed real-time developments in the Physician digital marketing space that could reflect broader trends.
“With COVID, it became difficult for Pharma brands to reach out to doctors. The field force was grounded, events/ conferences/congresses were either cancelled or moved online. In such a scenario, salesforce took to tools like WhatsApp and i-messages to gain access to doctors and used Zoom meetings for remote detailing; but all with very little success as doctors found them intrusive in their professional and personal lives. In that scenario, Pharma marketers found solace in digital. They looked for professional platforms to reach out to doctors in a regulatory-compliant manner,” said Dr. Harshit Jain, Founder & CEO, Doceree.
The report dug deep into the vast amount of data captured by the Doceree platform to provide marketers with key trends and important insights into the Physician digital marketing. The data has been gathered from the digital marketing campaigns that pharmaceutical and healthcare brands run through the platform.
In terms of reach, Delhi & Mumbai provides nearly 10% reach of the overall doctor population. If Delhi-NCR (Central Delhi, Gurgaon, and Faridabad) is considered, then the reach is around 12%. Interestingly, 8 out of top 10 cities that give higher reach are in North India.
Doceree provides the ability to precision target Physicians with its unique identity-resolution proprietary technology – Espyian. It targets over 1 million Physicians across the US and 300,000 in India.