Swoop Re Imagine Your HCP Advertising

Summary

Swoop is revolutionizing healthcare provider (HCP) advertising by moving beyond traditional prescriber-based targeting. Instead of relying on outdated, less effective target lists, Swoop identifies influential HCPs through social activity, peer referrals, and patient engagement. By analyzing factors like affiliation with top prescribers and hospital networks, Swoop enables more precise targeting of HCPs with the highest potential to become brand advocates. This innovative approach is already empowering 18 of the top 20 healthcare marketing agencies and 42 of the top 50 pharmaceutical brands to optimize their campaigns.

Takeaways

• 😀 The medical profession is facing challenges in reaching healthcare providers, with increasing reliance on NPI-based advertising.
• 😀 Traditional NPI target lists are based on outdated data such as prescribing or self-reported specialty information, resulting in decreased effectiveness.
• 😀 Conventional HCP targeting does not identify key opinion influencers or the factors that drive HCP behavior, such as social activity and peer influence.
• 😀 Many healthcare providers, like consumers, are influenced by their peers, including who they follow on Twitter and who they refer patients to.
• 😀 The behavior of healthcare providers and patients is influenced by connections and interactions with others in the medical community, but traditional targeting overlooks this.
• 😀 Swoop offers a new approach by identifying influential healthcare providers beyond just prescriber-based lists, using social, referral, and patient activity.
• 😀 Swoop uses opinion influencer audiences to target the most influential HCPs in a specific therapeutic area, based on their online activity and affiliations.
• 😀 With Swoop's High Prescriber Practice Affiliation audiences, pharmaceutical companies can reach top prescribers and target NPIs in their practice.
• 😀 Swoop's Hospital and Integrated Delivery Network (IDN) affiliation audiences allow targeting of NPIs at various affiliation levels, such as hospitals and IDNs.
• 😀 Swoop enables brands to engage healthcare providers with the highest likelihood of becoming brand ambassadors, utilizing a large range of activation channels.
• 😀 Swoop's services are trusted by 18 of the top 20 healthcare marketing agencies and 42 of the top 50 pharmaceutical brands, demonstrating its effectiveness in the market.

Q & A

What challenge does the healthcare industry face with current NPI-based advertising?

The healthcare industry faces the challenge of ineffective advertising due to outdated NPI-based target lists. These lists rely on prescribing data or self-reported specialty data, which has led to decreased effectiveness and reduced script lift.

Why is traditional NPI targeting no longer effective in reaching healthcare providers?

Traditional NPI targeting is ineffective because it depends on static, tired lists that fail to account for dynamic influences, such as social activity, referral patterns, and peer interactions, which affect healthcare provider behavior.

What factors influence healthcare providers’ behaviors today that traditional targeting overlooks?

Healthcare providers, like consumers, are influenced by their peers' activity, including who they follow on social media, who they refer patients to, and who patients gravitate towards. These factors drive current and future behavior but are overlooked by conventional targeting methods.

What is the problem with conventional HCP targeting methods?

Conventional HCP targeting methods overlook the true opinion influencers within the healthcare community. They fail to consider the impact healthcare providers have on each other's behaviors and on patients, leading to sub-optimal engagement and missed opportunities.

How does Swoop aim to transform healthcare provider advertising?

Swoop aims to revolutionize HCP advertising by moving away from traditional prescriber-based lists. It identifies the most influential HCPs in specific therapeutic areas based on social activity, online behavior, and patient referral activity.

How does Swoop identify the most influential healthcare providers for a brand?

Swoop identifies influential healthcare providers through a combination of factors such as their social media activity, online engagement, patient activity, and their affiliation with top prescribers in the therapeutic area.

What are Swoop’s high prescriber practice affiliation audiences?

Swoop’s high prescriber practice affiliation audiences target the top prescribing healthcare providers and the NPIs in their practices, helping to focus efforts on the most impactful individuals for a given brand.

What does Swoop’s hospital and integrated delivery network affiliation audiences do?

Swoop’s hospital and integrated delivery network (IDN) affiliation audiences allow targeting of NPIs across different affiliation levels, such as hospitals or integrated delivery networks, to reach a broader and more strategic group of healthcare providers.

What makes Swoop’s approach to healthcare provider targeting different from traditional methods?

Swoop’s approach is unique because it moves beyond traditional lists and targets healthcare providers based on real-time, dynamic factors such as social engagement, peer influence, and patient interactions, rather than relying on outdated data.

How do 18 of the top 20 healthcare marketing agencies and 42 of the top 50 pharmaceutical brands use Swoop?

These top agencies and pharmaceutical brands use Swoop to power their marketing efforts because of its ability to identify and engage the most influential healthcare providers and leverage the largest number of activation channels in the industry.