1. Unlocking the Black Box of Provider Data

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Big Data
DarkWizard:
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3. What is Available? Type Count Hospitals
Physician-Operated Labs & Clinics
NPI* Provider Doctors, etc.
Provider Specialties
Brand & Generic Drug Classes
Brands & Generic Drugs
Drug Prescriptions
Common Disease State Analysis
Chronic Disease Types
6,561
120,524
2.1 million
202
559
3,000+
1.2 billion 16
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Where Does the Value Lie?
What is the one overarching objective?
More than an academic exercise
Don’t be afraid to change course
Be wary of mission creep
All data is not created equal
Set checkpoints for evaluation *
Chris Neuner, SVP Pulsepoint:
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5. How Can it be Enhanced? Theoretically, anything is possible
Web log CRM enhancement
Third-Party data purchases
enhancement
Loyalty program data or consumer purchases
Brand Direct Relationships
Don’t solve a problem by throwing money at it
The right questions are worth more than simply more data
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6. Data Alone Will Not Save You

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Now What?
Data Meets the Real World
Activating your data entails a new set of challenges
Granularity can become the enemy
Choosing the Proper Channel
What are the requirements? Awareness? Branding? Conversions?
How can you maximize reach?
Transparency – Trust but verify
Attribution must play a fundamental role
You cannot improve what you can’t measure *
Chris Neuner, SVP Pulsepoint:
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Time Well Spent?
For every hour spent on clinical face time, average physicians spent 2 hours on EHR and desk work*
Annals of internal Medicine,
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It Gets Worse….
On average HCP’s spend only 6% of their time teaching, receiving training or performing research*
Annals of internal Medicine,
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Doctors are People Too
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11. Time for Offense

12. Choosing an Activation Channel
There is no magic bullet for all objectives
Direct Mail
Social
Digital
Average pharmaceutical marketing spend per HCP: $11,400*
The competition for time is incredibly steep
*Pew Charitable Trust,
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The Rise of Programmatic
Experiment where there is less competition
By 2019, 83.6% of US digital display ad dollars will transact programmatically, up from a current 83%*
How does the Healthcare Industry Stack Up? 37%
Right people, right place, right time, right content
Today, 85% of doctors are iPhone users, compared to 32.5% of the general population* *
Chris Neuner, SVP Pulsepoint:
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14. Digital Advertising in Every Format
Programmatic multi-channel targeting potential allows us to reach every Internet- connected device in a home, at a business, or during an event. There’s no limit on the number of devices or the type of ads that can be delivered.
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15. Mechanism for Feedback
The promise of reaching your target audience efficiently at scale
You can learn as much from those that don’t transact from those that follow through.
Enhancing Web Logs
Attribution can shed light on those who arrive on a site but take no action
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16. Physicians at Home

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By the Numbers
622,921 Doctors in the US are currently available for targeting at home, with that number continuing to grow
All of the same data criteria tied to an NPI are available here
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How It’s Done
Device Mapping
Device persistency is utilized to verify demographic connection between employees at physician offices and home addresses
In full compliance with HIPAA, every effort is made to eliminate consumer data inadvertently collected.
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19. Key Takeaways

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Takeaways
You know more than you think you know
Take stock of what you have
Stay focused on your objective
Take stock of what you have: Don’t let perfect be the enemy of the good
Experiment until you meet with success
If you always win on your first try, I would love to meet you
Matt Hedberg
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21. Thank You!