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The opti-channel marketing solution has broadened the scope of physician marketing by enabling marketers to gain better physician engagement through increased touchpoints, stated PreethaVasanji, managing director, India, Doceree.
The idea is to develop capabilities that will allow pharma brands to gain access to physicians’ touchpoints across effective digital channels, bringing a lot more efficiency in the process of physician messaging.
Opti-channel solution creates an ecosystem of connected channels where there is complete synergy, Vasanji said, adding that reaching physicians via separate platforms is nothing but sharing information with them in silos which does not lead to the desired behaviour change that pharma brands are looking for.
Vasanji further added, “When same physician is targeted through multiple interconnected touchpoints, the impact of the messaging is manifold due to optimized engagement. We are able to currently drive messaging via display, email and SMS, and would be having many more channels to do so in a cohesive manner in the future. So, at least till now, we do not have any competition. Opti-channel is an extension of omni-channel marketing only. It is about showcasing messages that are contextual in nature, i.e. messages specific to the platform, so that they are more relatable to the physicians who are seeing them.”
Opti-channel is one step forward from omni channel where there are many contextual touchpoints and the most effective channels are utilized to offer physicians a coherent experience.
On expansion plans, Vasanji said: “The plan is to expand the footprint to Japan by next year as also spread our presence to all over Europe after being in the UK and five European countries.”
Founded in 2019 by eminent healthcare marketing professionals, Doceree aims to address the problem of rising cost of healthcare by bringing efficiency and effectiveness to physician engagement by using data and creativity in healthcare marketing.
The platform seamlessly connects pharma brands and digital platforms and allows products and services of the former to be marketed to physicians on the latter. With offices in the US and India, Doceree is the only company in the physician marketing space to be present at two global geographical locations.
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