Medikly, inVentiv Health spur digital pharma marketing
By Mia Burns (firstname.lastname@example.org)
Medikly, Inc. and inVentiv Health, Inc. executives have announced the expansion of an existing agreement that extends of Medikly’s platform into commercialization. Previously, the partnership concerned clinical trial recruitment.
As a provider of physician engagement solutions, Medikly’s digital technology helps healthcare marketers identify healthcare providers online and measures their interactions on websites, in emails, on social media channels, and on mobile to optimize multichannel marketing campaigns. In addition, the company’s platform helps uncover the online behaviors of healthcare providers, map their influence among peers, and provide insights into engagement patterns on different channels, among different audiences, and by specialties. An understanding of healthcare provider profiles and preferences enables marketers to personalize messaging, increase targeting, and design new tactics to increase the efficiency and effectiveness of their multichannel marketing campaigns.
inVentiv Health's Chief Digital Officer Ritesh Patel told Med Ad News Daily, “The Medikly platform enhances our ability to more intelligently market to physicians. The more we’ve come to understand the platform and its applications, the more we’ve come to realize it’s perfect for our commercialization teams, and the relationships they want to develop with HCPs.”
New technologies have ushered in an era in which healthcare providers want and expect companies to engage them on their terms. To stay relevant, healthcare organizations must manage enormous amounts of fragmented data; understand its implications then generate insights to optimize messages, media channels, and relationships. Many healthcare companies remain unprepared to leverage data-driven insights and incorporate social into their marketing, missing opportunities to better connect with their customers.
The expanded partnership will help unify fragmented data, according to Medikly Chief Strategic Officer Karl Schmieder. “Just as in most other industries, healthcare organizations are dealing with an avalanche of data and unfortunately, it’s only going to get worse,” he told Med Ad News Daily. “By gaining insights from multiple data sources will allow healthcare organizations to work more efficiently and effectively.”
Venkat Gullapalli, MD, CEO and founder of Medikly says, “We all know there has been an explosion in the number of digital channels and an overwhelming increase in the volume, velocity, and variety of digital data being generated. With Medikly, inVentiv will be better able to provide its clients with the digital engagement preferences of HCPs that in turn will help its clients make decisions faster and develop deeper, more engaged relationships. This alliance enables Medikly to leverage inVentiv’s significant reach in this space and provides us access to a deep understanding of the way healthcare providers interact with content, whether online or off, via mobile or social, and will ultimately help marketers understand the where, when, and how to optimize their marketing spend.”
Schmieder says that he expects the broadened agreement to allow healthcare companies to better leverage data-driven insights and incorporate social into marketing. “The Medikly platform generates insights based on the behaviors of physicians online, not just in the social space,” he told Med Ad News Daily. “Those insights will help marketers better target and reach healthcare providers with content that is relevant to them. For physicians that means the information they seek will be available when they need it, which likely offers significant time saving.”
Posted: September 2013