Five Ways Pharma Brands Can Transform Data-Driven Media Planning

Alright. Hello, everyone. I'm Martie Vaughn with PMSA. Thank you for joining today's webinar. Your lines are muted, but if you have any questions during the presentation, please type them into the q and a panel. We will address them at the end of the presentation. It's my pleasure to introduce our PMSA webinar host, Suri. Suri is a member of the PMSA board of directors and currently serves as the chair of the education and research committee. I will now turn it over to Sherry. Thank you, Marty, so much. Hi. This is Shohari Jaganeet, and I go by Sherry. I am with PMSA. Today, our our, topic is five ways to transform your approach to data driven, media planning from OptimizeRx. Speakers today are Karen, Megan, and Mike, and Jen. Megan will be moderating the session. As a reminder, if you have any questions, please, put that in the q and a box. We'll be moderating it. Megan, please take it away. Thanks, Sri. First off, I'm just gonna intro, the three of us who will be presenting today. First and foremost, we have Karen Hayes. Karen is an SVP of analytics and insights at OptimizeRx. She leads the development of data and machine learning technologies to elevate omnichannel health care marketing and brings over fifteen years of pharmaceutical experience with both manufacturers and vendors. Mike Chuba is the vice president and head of account planning at Abelson Taylor. With over thirty years of experience in social science and communications strategy, Mike currently focuses on helping kelp health care companies reach their customers with solutions that improve their lives and health outcomes. I'm Megan Salamin. I am an SVP of consumer sales at OptimizeRx. I have over twenty years of experience supporting farmer brands on both the agency and solution provider side. Most recently, I'm focused on direct consumer and third party data strategies. So what we're gonna what we're gonna talk about today, as Sri mentioned, is five ways to transform your approach to data driven media planning. As this year wraps up, pharma brands are deep into media planning for twenty twenty five. Despite the wealth of available information, many data driven strategies still rely on assumptions that can undermine performance leading to wasted spend and missed opportunities. This webinar will explore how integrative quantitative approaches can generate insights that enhance patient engagement, inform media investments, and strengthen advertising effectiveness. So the first topic we're gonna jump into here is changing consumer behavior. Consumer attitudes and behaviors towards health and pharmaceuticals can change rapidly, making it challenging to maintain up to date profiles. Also, also, digital trends are evolving quickly. What are some of these trends, and how are they impacting how we advertise to consumers? I'm gonna kick that over to Mike. Oh, thanks, Megan. This is a very, very hot topic, and, it's a huge thing that we think about every day because technology changes every day. And so it it it impacts the way that people expect to consume things. So a few things are going on. One is, clearly, if you watch any television at all, you can clearly be overwhelmed by the number of communications that are out there. And particularly within our industry, there's a lot of volume out there, and people can just get overwhelmed and the repetition could lead to them ignoring things. So it's you have to be very thoughtful about how do you inject variety in the things that people are are paying attention and you're getting maximum engagement. Personalization is a huge thing. Technology has changed the way that we consume things, and we can design those experiences to fit us. And so if we're not thinking about those the things in those terms, we're missing an opportunity to engage people in the way they wanna be engaged. I think I tend to talk about it like it's a going to a restaurant, you're being served a meal that the the the the server or the chef wants you to have and at the pace he wants you to or he or she wants you to eat it. We have to acknowledge the fact that people are gonna consume information as they want it, and that's when a value exchange really happens. I think another big thing is that and it's been written about, and I've written about it in my career a lot, is how do we build trust? How do you make sure that people are looking at what you're doing and can trust it? And I think that that's a big topic in health care because, obviously, we play in a very critical arena, and we need to make sure that the information that's out there is trustworthy so that people do act in their best interest, not just in our interest. So that's really, really super important. And, I think the idea of understanding how people are experiencing the entire health care journey, it's not just about co pay cards or, you know, that sort of thing. It's really about who are they talking to, what stages are they in, and how are they being affected by all those pieces of stimulation that are coming their way that ultimately should lead them down the path to, to, smart health care decisions. So these are some big things that certainly are technologically driven, but are also human driven that we pay a lot of attention to. Karen, do you have any thoughts? Yep. Yeah. I just had a couple things to add to what Mike says. As a consumer of health care, but also probably a target, a target of targeted advertising, I can watch TV and see anywhere between ten and fifteen of the same advertisement within the same week, which, can be again quite repetitive. So I think one of the most important things, just to emphasize here is who that customer is and being sensitive to their medical condition. So for example, a really good example of this is, there is a medical condition bipolar, which affects, you know, probably three different key cohorts. One a very young population that are teenagers, secondarily females, in the twenty five to thirty five year old age range, as well as males. And then the other, group are patients that kind of have difficulty getting treatment that are in the older age range. And one thing I've observed is that advertisements have been focused on younger females, and yet there is this very significant fifty percent of the population that has bipolar are males. And there's that very young and very older group that really aren't addressed, that you don't see addressed as much in the in, consumer media. So really paying attention to the patient journey, where patients are in that journey, and who those customers are. Great. Okay. I think the second topic we're gonna talk about is balancing personalization with privacy. So finding the right level of personalization in marketing messaging while respecting consumer privacy is a significant challenge and a very hot topic right now. What are pharma clients' concerns, and how do we address? Karen, I'm gonna let you lead that one. Thanks, Megan. So, as many of you know, there is health care privacy legislation that is either enforced or going into place in twenty twenty five. In fact, twenty twenty states will have legislation, and that legislation is all over the map. It's very, very different. But just to quickly summarize what that looks like, legislation can impact the right to sell or distribute personal data, including derived data. So it's not just the specific medical data that you may think about, in terms of creating audiences, but it's also anything that the pharmaceutical company may, get from the consumer. The second is opt in or opt out to access, delete, or correct personal data. And the deletion of personal data is somewhat of a new thing. So it's very important. And the third is, of course, the ability to opt in or opt out of targeted advertising. And that is expanded now to include even geofencing. So any data that is used to geofence or identify a patient based on their physical location is also becoming in some states a no no. And the challenge of this too is that each state, enforces these laws differently from fines to attorney attorney general, enforcement and the right to sue consumers' right to sue companies. So, again, it's really, really important as these states, pass legislation to make sure that companies have a leader in their organization that is managing and watching out for privacy, a privacy officer, and that can keep up to date with all this information, and also implement workable solutions to consumer privacy. So that's probably the first consideration. The second is keeping up to date and establishing policies and procedures, making sure that information that that company uses is privacy safe, and putting into to place a, privacy approval process. I can tell you from our personal experience with our audiences and what we do that that process has become much more rigorous. In fact, we've gone from, you know, a couple conference calls with clients to approval within, like, sixty days to now approval can take anywhere between ninety days and up to twelve months. So, important to pay attention to that. So those are kind of like the the challenges. On the upside, we don't need to go backwards. And what I mean by that is you don't have to limit your audience to only demographic or consumer features. There are options out there that will enable you to still target the audience you want, maybe with a little bit more care, and diligence. But some things for you to think about is number one, does your product, or the product or audience product you're using carry third party privacy certification, as statistically de identified. That's probably the number one thing. Because if your audience is HIPAA and privacy safe, then likely, it will fit into state legislation. The second consideration is having a level of aggregation that would not reveal the individuals or modeling process that doesn't get too close to the individual or actual patient. You want to make sure you're not inadvertently targeting or marketing one on one to consumers. And, you know, techniques like, geographic targeting, you know, like, we utilize geographic targeting targeting can be approved even all the way down to a ZIP plus four or ZIP nine level. So there's some, smart things you can do that can help you overcome some of the privacy challenges. And the final, you know, thing to consider is advanced planning. You wanna make sure that you're thinking about how you're going to use data and make sure that the sample you're using is gonna be representative and not biased. And it's it's tough sometimes when you're using demographic features. Gotta be careful of where you're acquiring that data from and how much you're modeling in deciding on, you know, how you're gonna approach your audience. And the last piece is just thinking about barriers to care and specific context. That's gonna be really important also, you know, in this new world with privacy legislation, making sure that you're not excluding but including, you know, patients that really need these treatments. Mike, any other thoughts? Yeah. I think what everything you illustrated, speaks to the importance, especially in our industry, of really doing our due diligence upfront. You know, that I've worked in a lot of industries where you can react in real time to things that are going on because that's just simply how they're built, but our industry is very different. So it's about making sure that we understand the landscape. And when we're doing insight work or we're doing customer journey work or things like that, we're laying out basically and able to stage things in such a way that when a customer is ready to consume what we have, we're prepared for that. So I think these are the kinds of things that we we need to be really mindful of. And as Karen said, you know, you have to find a wealth of information that gives you a very unbiased view so you're able to reach people in an authentic way at the time that they need whatever it is you're serving up at that moment. So, it's it's it's a unique challenge, but I think one that certainly we as as as an agents on the agency side, think a lot about and work a lot about with our work a lot with our clients to get us all in in the right place so that we have all the right assets in place. I love that comment, Mike, and I love how you're talking about how we can't be reactionary in situations like this because there is legislation involved. I've been speaking a lot with my customers and, my team has been speaking with their customers about, you know, making sure they really understand the data they're using and if it it is derived from an individual level versus an aggregated level. And, you know, like Karen said, sometimes these review processes can take a long time at a manufacturer level. Sometimes they don't if the manufacturer really understands exactly what you're doing and how it it does not impact any of the legislation that's in place. So it's a it's a fun conversation for us to be having right now, and I and I just am telling my clients left and right, ask questions. Learn as much as you can about exactly what's going on with these audiences that you're utilizing, because I think, you know, eyes will be opened throughout the process. Okay. Our third our third question here is around limited access to comprehensive data and dis and disparate data sources. Accessing complete accessing complete and accurate consumer data can be difficult, particularly for niche therapeutic areas or rare diseases. What are some quantitative approaches to accomplishing a holistic view of likely sufferers? Mike, do you wanna talk about that? Sure. Absolutely. Yeah. There's there's never ever one magic source of of anything. And, I think one of the things as an account planner and, you know, just as a marketer in general when you're trying to understand whether it's a situation or certainly in this case, a a a patient and what they're going through and all the the things that surround them, you you really need to be almost like a detective, and you need to look at the world in sort of a multifaceted way. So when we are looking at information, we're getting it from all different, angles. So we're looking at both qualitative and quantitative information. We have, in the world of quant, we have, things like ATUs, but we also have, you know, attitude and usage studies, and we have all these other different things that we're looking at. And the two best letters, to do that these days are AI. So the ability to be able to bring a wealth of information together from all these different things can help you figure out what are the clues, commonalities, inconsistencies across a variety of datasets that then start to paint a picture of, you know, who who you're dealing with and what they're about or what's going on. The this has been the way it's been forever, to be honest with you. I've been in this business for a long, long time from a strategy and and research and insights generation standpoint, and I've never had the ability to look at just one thing. It's always been about triangulating a variety of different things. In fact, in our agency, we have a ritual. We call it the five c's ritual where we're triangulating customers, clients, culture, categories, and competition to see what's going on. And all of that stuff comes from a variety of different places that we piece together. So like I said, technology has made the job a lot easier than it did when I was in my twenties doing this, you know, in in the in the eighties, But I think that, you know, that's the kind of thing that we're still gonna have to do. And in light of some of the things we talked about earlier, it's gonna be that much more important. Absolutely. One thing I'd like to add to what Mike says, Since we're working with so many different data sources, everything from very, specific interviews with customers to, you know, quantitative and qualitative primary research, I wanna point out validation and the importance of validation and making sure that what insights you're coming up with, whether it be through AI or analytics, is gonna be right because it's always the eighty twenty rule. Right? Eighty percent of it's right, twenty percent of it, you're not totally sure, especially if you're dealing with smaller data sources. So if you're dealing with a pool of anywhere between hundreds to even thousands few thousand patients, you still may see some bias in your sample. So one thing we've been doing, a nice enhancement that we've been doing is working with our customers with integrated claims data, and we're talking large and integrated claims data assets, you know, three hundred million patients per year, you know, many years, five, six plus years of history, to really understand that patient journey, but also combining that with consumer data. There's literally thousands of consumer variables out there that can be used to really understand what's going on with that, consumer and also to validate that primary research. And and typically what happens is consumer data's consumer data companies have the consumer data and, patient data or, you know, claims data companies have the claims data, and the two don't always come together. One thing that we've been able to do is to combine or integrate and keep in house and at the ready, a full set of consumer and health care data. So when you do these analysis, it's not with a few thousand patients. It's with, you know, millions of patients that have a condition all the way from large, you know, conditions like diabetes or obesity or psoriasis to, you know, some very niche rare diseases. You can still look specifically at your condition of interest both from the medical side and the consumer side. So you're saying, okay. That's nice. But what do I do with that? Well, really three things. One is you can narrow down on who your cohort is. With smaller datasets, sometimes you're limited on how low you can go. And here, I can tell you just about every single one of our clients that we've worked with has wanted to get more detailed and build more cohorts. They start getting into the data, and they realize, oh, well, I haven't thought about the untreated population. What happens to them before they get to be treated? Or what about the per patient that's had second line treatment? Or what about this older cohort or younger cohort? You know, it's really kind of exciting to see kind of the the, I don't wanna call it machinations, but the thinking and the, you know, the advancement of, you know, how low we can go and still be privacy safe given that these data sources are all, privacy certified. So the second thing is, that's really exciting and our clients have liked is to create a quantitative media mix using propensity data. Again, we're talking about using AI and predictive analytics. So we can actually create a media mix on consumer likelihood even before the campaign is launched. And that's really important because, many of our customers work with agencies, and, I know agencies try to be very, very diligent, but it's difficult with desperate data. Creating this type of media mix really gives validation to some of those initial thoughts on where customer wants to go. A good example of this is we have a client that wanted to they wanted to do a combination of TV channels. And what we showed them was that if there was they were doing streaming and there is an opportunity to also do advanced TV or addressable TV, which is, like, cable and satellite TV. And what we showed them is that they didn't have to do streaming. They wouldn't miss out on any of their customers if they didn't do streaming, and they just stayed with addressable, spent their money there, and then also spent more in digital display and social and maybe also a little bit in audio given that audio was also a popular channel with that particular, with that particular cohort of patients. So it really allows you to fine tune and validate, you know, where you're going to spend your money and actually get down to what percentage of patients in that audience do you really wanna invest with. The third is, really refining the creative to appeal to customer interest. I've seen advertisements that do that extremely well. There's also ads that maybe missed the mark that don't do that, but it's pretty amazing, and you do see really, really strong performance. I'd say the performance can be up to two to three times in a fine tuned creative, with fine tuned creative versus, creative that's derived only from primary re research. And the last is to customize the medical and consumer definition of the audience. One thing about cost doing customization based on what we find from these analytics is that the audience a lot of times over, you know, over time, you'll see that the impressions go down and the ROI go down, audience quality go down over time. We find when you're fine tuning and really defining those cohorts that the audience quality and also return on investment actually increases over time. And we're getting up to twenty, not every campaigns like this, but, you you know, from ten to twenty to even thirty times return on investments with real nicely fine tune audiences. So, those are a few thoughts there. Yeah. I think it's so great what Karen is doing at profiling because it really helps us help our clients maximize budgets when it comes to media planning and really put their dollars where they're gonna get the most exposure with known patients. Okay. So the fourth topic is balancing creativity with scientific approach. How do advertisers best support consumers in having a clear understanding of the condition to be treated and products being marketed? How do we take the next step beyond TV images of happy, healthy patients to what they the patient needs to prepare for a more meaningful discussion with their HCP. And this is such a great topic for Mike to jump in at, so I'm gonna throw it to Mike. It's it's definitely something that we talk a lot about, and, it's it's it's a fascinating, challenge that we have. Because the the fact of the matter is that if you think about the way we are as people and we go back to some of the the earlier topics we talked about, the clutter that's out there and all the things that people are consuming, you have to figure out a way to kinda make your ideas sticky, if you will. And oftentimes, we think that being sticky is about being out there, being crazily creative so that people kind of have this sort of, like, strange mental map of what you've just done. Most of the time that stuff doesn't work because peep that takes a lot of calories to ingest. So in truth, a lot of things that are familiar to us tend to be the things that we remember. So, you know, we we joke around here sometimes about, the use of jingles. I can absolutely sing the Jardiance song, you know, backwards and forwards, And it's not just because I'm in a band. It's just it's just been out there, but it's also just that earworm that you get. It's what behavioral economists call cognitive fluency. It just, you know, sings with you. So there's these things about, you know, that we have to think through what is the the the challenge that we have based on not just a customer or what they're doing, but where they are in the journey. So if you think about it, there are some advertisements and some communications that are just merely to get people in the, what we call, the top of the funnel. Right? And so those are the things that you see on television a lot that have that sort of memorability. Yes. The imagery may be familiar, but the truth is that people kinda like that stuff. But it gets and connects to people, and it moves them to the next stage where information can get more specific based on where they're at. You know, one of the things that we also know to be true, and this we do a lot of rare disease work. Rare disease, as a general category is not marketed in a big way for obvious reasons, but those are are people who are emotionally, practically, clinically invested in the condition that either they have themselves or that their, that someone in their care has. And so they are really hunting for specific. So sometimes it depends on the category and certainly depends on the the nature of the customer, but you always have to think through what is the information that's gonna be valuable to somebody that gets them started on their journey, and then what do you need to give them as they're going forward to make them smarter, sharper, and ultimately making the best decisions. That's the kind of thing that customer journey work and kind of omnichannel planning helps us accomplish so that we're giving them the right balance of engagement, information, and ultimately, satisfaction, if you will. I just wanted to add to what Mike said, couple observations from our customers, and that is many of them are starting to think about early patient journey and how to get patients into that top of the funnel, in other ways. So, one of those approaches is being able to understand the whole referral. I think we've all done, you know, these types of analysis, these referral type analysis. But it's interesting that advertising is now being directed more for patient awareness for the condition as well as awareness for that physician, especially with rare, like Mike's talking about, not just to the doctor that's treating, but to the referring physician, to get that doctor to refer the patient and to that patient so early just when they're, you know, barely symptomatic, which is a good thing. The second thing to think about is the decision making and the the kind of, like, areas of concern or interest for the customer. So is your patient a more spontaneous decision maker? Are they a slow decision maker but very loyal once they make that decision? So if they're slow decision makers, you know, progression of omnichannel ads can work more effectively. If they're spontaneous, then, you know, maybe it's good to spend more more, effort on television commercials, something that's, like, strongly impactful and immediate. One, example of this is if we think about, bipolar disorder, patients' top three areas of interest were self help, personal improvement, and weight loss. So in that case, it's really important as far as creative to also consider what that patient's interest in and what that patient looks like as as you're you're building that ad those ads and that scientific approach. Back to you, Megan. Yeah. So I kinda pulled some stats going back to tying the consumer to the HCP. We at OptimizeRx did some market research, with h with a number of HCPs, and found that seventy percent of HCPs agree that when patient source data aligns with the information that the HCP is getting from the manufacturer, it streamlines care. Their thought was this is happening about thirteen percent of the time. So there's this major disalignment between what consumers are hearing and what HCPs are hearing in the conversation they're having in that HCPs office. So in addition to that forty forty five percent of HCPs agreed that patients' safe source data influences the treatment decision. So, finding that patient early enough, educating them on their condition, educating them on the treatment options they have, and get and sending them to the HCP visit with that information really leads to a more meaningful conversation. It means it leads to a better treatment decision. So it's really important to tie those two conversations together in a meaningful way. And physicians know there there is a need for that and, and, you know, a desire for solutions in the marketplace. That's that's an important point because we've talked to a lot of physicians, and one of the interesting dynamics is that a lot of patients come in and they see something and they have a a mindset that that's what they need and that they talk to their physicians about it. We've in certain cases, physicians have kind of lamented the fact that they have to spend a fair amount of energy kind of almost reprogramming the patient, not in their self interest, but to say that, listen, I think we just need to go a different direction. So, to Megan's point, it's it's about making sure that that conversation feels more seamless and that it's more collaborative rather than combative at first. That's certainly nothing that anybody would want. And so it's always important for us as we think about, particularly in our journey work, and thinking about how we use that journey work to inform our communications, who's involved when and where, so that the combination of those things works better for everyone as opposed to working against anyone's interest. So it's super important to make sure the seamlessness is there. Absolutely. Okay. Our final topic is navigating the omnichannel ecosystem. We all know pharma is heavily regulated. How can messaging messages be tailored and delivered in a consumer friendly manner? It seems complicated, but Mike is gonna walk us through planning, messaging, and meeting the patient in that right moment. Right. So we we definitely we have a a phrase around here, which is when we think about engagement planning, particularly, it's about delivering the right thing to the right person at the right time in the right place. And, you know, the the the important thing about communication is that it's not just what you say, but it's how you say it, where you say it, when you say it. These are the kinds of things that we always have to be mindful of and think about as we go forward in everything that we do. Because if you're meeting somebody with the wrong message at the wrong time, they're just gonna be confused, frustrated, and maybe not get what they need. But if you're doing it the right way, they're gonna be able to move down that path in a much more productive and satisfying way. So the way that we like to think about it is the first thing we do and think about is, first of all, obviously, who is our customer and what are they dealing with and who are they working with? So looking about their kind of your their own personal ecosystem, and then we think about mapping out the journey, all the different steps from diagnosis to, to treatment, to to the, outcomes, and to the follow-up and the management. So all of those things get mapped out in very detailed fashion. And in each stage, we're thinking about a few things. What is the mission that they're on? What is the mood or the mindset that they are experiencing at that time? And then who else is involved so that we can understand them both practically and emotionally and making sure we're connecting. Another thing that we do, which is very important, is figure out where are the moments of meaning and the moments that are gonna matter in this journey. Because as marketers, we have to make decisions on where to put our place, our our dollars, put our investments. We can't be everywhere. Sometimes we we think we need to be everywhere, but frankly, that's probably a waste of money. When you think about there may be three or two or three pivotal moments where if you invest your assets there, you're gonna have the greatest impact on the process and the patient outcome. So it's really, really important for us to figure out where can we, as providers and as marketers, offer the solutions in the right place. So as we think about it, mapping out that journey, understanding those moments of meaning, and figuring out what those moments are all about is what nets us the ability to create communications that deliver that right thing in the right place at the right time in the right way. Absolutely. Yeah. Mike, you I was just gonna say, Mike, you make a really good point about finding those key moments. And one challenge with pharma is you can't really modify the message a lot because that message for the physician and for the consumer probably needs to stay pretty consistent, you know, because pharma is such a regulated industry. It's really then becomes it becomes all about, like you said, where do you where and when are those moments? And that's where AI comes in. And, you know, companies like ourselves and others can help you find those right moments when that patient is ready to move to the next step or that doctor is ready to prescribe. So, the idea here is coordination. So one is having the data can't the data from one source can't be, you know, everything. And so that's where you have to put predictive models on top of it. So it's really important to have a very large, robust data asset that this is working on and also that data being very consistent and up up to date. So up to date meaning, you know, at least weekly so you can find those points, fine tune those points in time that you're addressing those patients. The second is smart automation and being able to connect between the doctor and the consumer. So if we think about the journey like Mike is talking about, the consumer is ready way before the doctor. Right? So that message for those those interactions with the consumer have to come first. So the timing can be directed there to build awareness of the disease or the condition or build awareness of the potential treatment. And then simultaneously, once that patient is aware, then the doctor can be triggered, right, or the doctor can be activated to be ready when that patient is going to come into the office. And, also, AI can be used to predict when that patient will kind of beat up and connect with that doctor. And then, the idea here is also to leverage content. Right? So leverage your content, which has to be pretty consistent across your audiences, whether it be physicians and consumers to, like, really match up and make sure that that consumer is ready for that conversation with the doctor, but also that that that message is reaching that, patient in all the right times and play pace places, whether it be television or a social media interaction or digital display. And then to that doctor, you know, everything from point of care, EHR, to digital display and social, etcetera. So making sure all those leverage points are coordinated. The next is, and probably one of the most important pieces, is to monitor. And one of the best ways to do this, I think all of you are aware, are, you know, using testing control approaches. Probably, we don't have enough time to do it as much, as we'd like to, but, have a good sample where you can look at exposures and audience quality by the different channels and partners and all the attributes, you know, how that patient received the message or that doctor received the message. But then integrating all that data together, I think, historically, often the doctors looked at separately from consumers. So, more of our clients are actually beginning to put all that data together and ask about techniques on how they can measure the consumer within that physician's practice and vice versa. And finally, about omnichannel ecosystem is, you know, really being cost effective. You can use that same audience in multiple channels, right, to reach reach that patient. You don't wanna, as I was talking about earlier, getting ten to fifteen, of the same ad in the same day, essentially, is probably overkill. But if you're giving me me that message in different ways when I'm ready to receive it in social media and digital and maybe even audio, then I'm gonna be more receptive to it than just getting blasted by my television at at one shot. So, that's really important and, you know, also a good way to, judiciously spend your media dollars for better better impact. Any other thoughts there, Megan? No. I think that was super comprehensive. Thank you. Okay. Great. Well, that kind of wraps up the formal discussion. I am going to pass it over to Sri to open it up for question and answers. Yeah. As a reminder, please feel free to, you know, type in questions, if you have. Let me start by asking, the the audience about, do you have any specific examples or case studies of this type of approach and practice? So, Shari, let me just address that. We have one example we previously presented at a PMSA conference and another one where we created a case study out of, but I will give you the one that, first, the one that was not at the PMSA conference previously. We had a client who, basically was you know, created a really large audience because because they wanted very broad reach. It was a it's a drug for a GI condition. And as we ran this audience, we found that it was the audience was performing well. It wasn't great. It was probably middle of the pack. And what we did was, after a few months of the campaign, we decided to go back and do some analysis and really figure out, a little bit more about what was happening. And we found two things. One was when we looked at the disease state itself, the agency had created these these, audiences that included both acute and chronic conditions. And, once we narrowed it down to the chronic diagnosis, which or, I'm sorry, the chronic medical condition itself, which seems like the obvious choice, we were also able to work with a client to come up with a a cluster of symptoms, which represented the disease. So let's say the patient didn't have the condition itself yet or didn't know they had a condition, but we were able to help, soup up that audience by, increasing the patients in the earlier portion of the funnel. The other thing that we did was we added, television to the channel mix and, fine tune those audiences. I think a lot of people think, well, I can just do linear or demographics for TV, but we can actually do custom audiences for television that are condition based. So that narrowing down of the focus of the audiences plus, television actually pushed our audience performance to essentially the top top twenty percent of audiences. So, you know, again, if if you really carefully pay attention to what you're doing with or how you're managing that audience and how you're activating, you can get some pretty spectacular results. Thank you, Karen. There's another question which I wanted to ask as well, which is, how do you determine a media mix when you don't have campaign performance results yet back yet? So in absence of data and absence of feedback, how do you determine the media what's the right media mix? Yeah. So that's that's a I'll start and then maybe Mike can, chime in on what they do, when they're planning a campaign for a client. But, you know, one of the things that we can do is we can take a disease based condition and look at the consumers within that condition and use propensity models to determine not only the different channels. And when I mean channels, you know, we're talking about television, whether it be adjustable TV, you know, cable, satellite, or streaming. But we can get down to some very specific and quantitative percentages of patients who are gonna be responsive to that particular media. So, for example, we can get all the way down to which streaming partners. Is it Hulu? Is it Apple? Is it Peacock? You know, what's gonna be popular, you know, or most most, where does the audience have the highest propensity? And then we can also even look at dayparts. Right? When is that person watching television? How often are they watching television? How many televisions are they even watching on as well as a specific content? Are they watching news? And if it's news, is it MSNBC, or is it, network news, or is it Fox News? So we can get down to the very specific quantitative insights on where to initially place dollars. From there, then the customer can decide, you know, once we start getting measurement results. And the challenges with television, you don't get measurement results for anywhere between three and six months later. Digital display and social comes earlier. But you've got a place to start. And that's really probably one of the most important things is having a quantitative approach to thinking about how you're gonna do that mix. No. I would agree with a lot of of what Karen just illustrated. We do a lot of that kind of preplanning and basically doing a lot of audience analysis to determine where they are so that we can meet them there. And, you know, we don't always have access to the you you don't know what they're thinking obviously at that time, but you know you wanna meet them with some content that's gonna be relevant to them. And one of the things that we do here is, our analytics team, uses a multi touch attribution model, which enables us to figure out what contact points or what media, were really most impactful to the ultimate outcome of the of the campaign. It's not just the last thing somebody saw, but sometimes two or three things prior to that can be the thing that opens the door. So we're always looking to figure out where that moment of impact was so that we can figure out if if that's the place we need to be putting more of our our investment. So these are the kinds of things, the preplanning and the post launch analytics, will help us just get smarter and maybe build some kind of examples for us to use going forward in other cases. Yeah. And one other thing I wanted to add is it's really interesting also. I know we keep emphasizing patient journey, but it's really, really important. Mike said a lot about the patient journey earlier. We had a campaign we analyzed for a customer, and that campaign resulted in fantastic audience quality. So the audiences were working well. The tactics were working well. But for some reason, patients were not fully expressed for the drugs. They're thinking this just doesn't make sense. And a lot of times you have to consider what are other barriers outside of your campaign that could be limiting patient access. So what we found was that there was a mismatch between the patients who were receiving their ad, and they were going to the doctor and talking about the medication, but that doctor was either not a prescriber of that therapeutic class or not of that drug. So that was one issue is that advertising to the patient, but not to the physician, so that lack of coordination. And then the other issue that we found was that this product was a specialty medication and was available only through very specific specialty pharmacies. So, part of the challenge there was the doctor wouldn't even write the script, but the rejections or the denials for the drug for, the not the right pharmacy were very, very high. So what happened was this client was able to put together, specific information about referral for the patient to physicians that were treaters and then also was able to implement, financial messaging or, like, making sure that the patients were directed to the right specialty pharmacies to fill their medication. So, you know, part of what's in advertising is also making sure that you're doing the analytics to pull the Medicaid, pull that treatment interest in that prescription all the way through, that patient getting filling the medication and being compliant. Perfect. Thanks, Ken. We have a question. Is the approach difference based on patient's needs such as adherence or awareness of saving options? So this is a question from the audience. Yeah. And so that's a really, really good question. And it sort of it depends. The approach can be very different. Number one, we like to do some analysis. So when a client says, our patient's not being compliant or patients we wanna do a campaign for compliance, and this is what we wanna do. We like to do some analysis around that to like a driver analysis to figure out why that patient isn't compliant. One of, you know, cam in campaign we did a while back, one one of the things we found was that many of the patients that were started on that medication, started it and then stopped the medication after two about two or three bills because, the cost of the medication was very high or perhaps they weren't aware of the co pay program. So in that case, you would employ a different tactic, versus in a different situation. We found that, this this was a treatment in the multiple sclerosis market. We found that patients were typically going to their primary care physician to with the side effects, and they're going to neurologists, obviously, for treatment with that for multiple sclerosis. But we are missing out on messaging to the primary care physician, on the side effects and overcoming the side effects of early treatment and staying with therapy. So, again, it really depends on what those key drivers are and being able to address those key drivers with promotion. Any other thoughts there, Mike or Megan? No. I think you've hit it. I think the important thing is to recognize and goes kinda goes back to the journey thing. If you think about a customer, they have a relationship with something. So in in this case, if you're talking about an adherence issue, they have a relationship with the therapy. It's just not a a healthy relationship, if you will. So you're gonna have to think about the challenge there differently than if you're talking about somebody who's, let's just say, in the diagnosis phase, who has yet to meet that therapy. So we have to make sure that we're always understanding that the way that we connect with somebody is by understanding their relationship to a product or a problem. Yeah. And, also, I've noticed too, which is kind of cool that, you can you know, what customers, some of our customers have done is they evolved their television commercials so that early on, it's those really great images of patients being healthy and happy. And then later on, as, the advertising progresses throughout the year, then there's more focus on efficacy and talking to your doctor and patient testimonials. Those are very powerful as well as, expert physician testimonials. So evolving who is giving the message and how that message is given, can also help their, to be specific around that patient's that patient's journey and also what that patient is experiencing at that time. And the ability to use an advanced audience to reach them in those moments is is so impactful. Yes. Awesome. Thank you so much, Karen. I think those were the questions we had. So first of all, I want to thank, the OptimizeRx, Karen, Mike, and Megan, and Jen as well. As a reminder, this session has been recorded and will be available at PMSA website. And then one additional thing I wanna mention also is that there's an upcoming PMSA global summit app that's going that's taking place on February fourth and sixth in Hyderabad, India. The theme of that meeting is GenAI, in analytics, application and impact of GenAI in global pharmaceutical data analytics. Registration is now open. You can, register that by visiting the PMSA website. In addition, I want to also mention that there will be a survey that'll be going out, to provide feedback for this webinar session. So you will receive if you have registered for for this webinar session, you will receive, an email, asking for feedback. So with that, thanks, everyone. Really appreciate, the Optimize Rx teams for their cont insightful contribution and the audience as well. Thank you.