Digital Pharma East 2022 - LIVE

It is crucial for life sciences brands to engage with healthcare professionals (HCPs) at appropriate moments to make them aware about their drugs and therapies, and additionally support them with relevant research around their area of expertise.

With accelerated adoption of digital in the life sciences industry, marketers are rigorously working to generate leads through online mediums. Non-endemic platforms - news, sports or a financial site for instance - have become quite popular mediums to reach the target audience and get them to take a desired action. For a consumer, it could mean downloading a whitepaper and case studies, participating in polls and surveys, or visiting a landing page. Eventually, it is about making the users fill in a contact form to capture the lead.
However, is ‘lead generation media’ best suited for life sciences marketers whose end goal is to get scripts written? Through any campaign on digital, it is all they are looking to achieve. If non-endemic media does not serve the purpose, which ‘script generation media’ does the job?

Targeting HCPs with brand messages during their clinical workflow while they are tending to their patients or prescribing them a drug improves manifold the chances of writing a brand’s script. A contextually relevant message maximizes the outcomes of POC communications, hence is an ideal resource for script generation.