Doceree has launched in India opti-channel marketing for the pharmaceutical sector, in its attempt to accelerate adoption of digital mediums in an industry which is relatively slow in embracing innovative digital technologies, a company statement said.
The statement notified that Doceree created the category of programmatic physician marketing in India with its entry into the market last year. The company initially enabled pharma brands to reach physicians via display and text-based messaging, the scope of which, it broadened by introducing opti-channel marketing that now would empower brands to access physicians digitally via email and SMS as well. With this, the company has increased physicians’ touchpoints, enabling marketers to garner better engagement. Further, by using the Doceree platform, pharma brands can now showcase a single message to physicians on multi-channels – display email and SMS, pronouncing greatly the impact of digital messaging campaigns.
Additionally, the company’s revamped platform will provide increased transparency to pharma brands which are facing a herculean challenge in having a genuine and transparent view on the performance of their campaigns being run on individual digital sites. The real-time dashboard provides marketers valuable insights on channel performance that they can use to take informed decisions, added the statement.
Speaking in this regard, Dr Harshit Jain, Founder and Global CEO, Doceree, said, “While there is considerable openness among brands now towards the medium, there is still a lot that needs to be achieved to incline pharma towards innovative digital technologies. The pandemic did change the way pharma industry perceived digital. But now we have moved beyond that stage to address peculiar issues that are crippling penetration of digital in the industry.
“We are developing capabilities that would make digital a crucial marketing component for the pharma industry. It is thus important that we enable pharma brands to gain access to physicians’ touchpoints across effective digital channels. That’s what our product is aiming to establish while allowing pharma brands to have complete transparency on digital messaging campaigns.”
The statement further mentioned that Doceree is aiming to improve the overall business outcomes of pharma brands on digital with its latest opti-channel marketing approach. Enabling marketers to have tactical insights around a physician’s behaviour and engagement levels is Doceree’s yet another target.
“Pharma industry is huge in terms of market and size, and India is a significant market. It is absolutely exciting to come up with products that are the need of the hour,” said Preetha Vasanji, Managing Director, India, Doceree.
“We introduced programmatic marketing category in India and would continue to evolve the ecosystem for pharma brands and digital sites to drive optimisation across the landscape,” she added.