Part 1: Digital Marketing to Doctors and Healthcare Professionals (HCPs)

• A recent COVID-19 Healthcare Provider Survey by Accenture confirmed that nearly half of HCPs were restricting in-person visits from reps. A significant number of HCPs believe this practice will become permanent and consequently this has led to a drive towards more digital solutions. With the evolution of digital advertising and programmatic, digital marketers now increasingly target and reach HCP audiences with an unprecedented level of accuracy, and effectively measure campaign performance with more meaningful insights.

•  Advantages of Digital Ads include increased reach. As HCPs are constantly being educated and trained with the newest and most innovative technologies, the best place to connect with them is through their mobile devices, laptops and other forms of technology. Other benefits include precisely targeted audiences and expanded brand awareness, which is important to HCPs as the sales cycle can be long, and decision-makers may spend a great deal of time researching and evaluating options. Lastly, access to high value ad data and the ability to leverage a data driven analytics approach, along with more cost effective marketing strategies also bring significant advantages.
•  Online Advertising solutions tend to be more successful at targeting HCPs for a few different reasons. Firstly HCPs lead busy working lives, some of which are constantly on the move, visiting and consulting with patients, performing surgeries, researching recent medical discoveries or attending meetings. Reaching them involves '360-degree cross channel targeted communications' across a range of devices, smartphones, tablets and personal computers etc. Another consideration is time. HCPs have significant demands placed on their time, and in between patient visits, documentation demands and other administrative tasks, doctors must also find time for clinical research and professional development. Online advertising solutions provide marketers with the opportunity to select the most efficient times and situations to target HCPs, such as during work downtime or outside of endemic work-related websites.
• Data-driven approaches to targeting HCPs hold significant advantages. Technology company Pulsepoint launched a platform called Health Marketplace, a database structure which provides marketers with direct access to healthcare audiences on thousands of premium health endemic and non-health endemic publishers. With Health Marketplace, healthcare marketers can more precisely, and in real time, meet the needs of their brands and campaigns with instant one-click access to specific inventory, data packages and health audiences. Other technological data driven solutions by Pulsepoint include Signal and Data Lab.

• Email — Doctors and HCPs have proved notoriously difficult in responding to engagement via email. A 2021 report by Constant Contact compared email average open, click-through and bounce rates by industry. For warm (opted-in) contacts, while open rates were broadly in line with other industries, only Real Estate (5.54%) had a worth click-through rate than HCPs (6.28%) and this compared to the average for all industries of 9.57%. For cold (purchased) lists, the open rate was even lower, at 3-5%.
• LinkedIn — Reportedly, 46% of HCPs were using social media for professional purposes, and LinkedIn is preferred by HCPs to platforms such as Facebook and Twitter, due to it's more professional setting, increased control over profile privacy and discussions. LinkedIn provides several opportunities and advantages for targeting HCPs, such as providing healthcare marketers with the opportunity to participate in groups. Industry professionals tend to join specific related groups to engage with their peers, as well as to network. Contributing insight, engaging in conversation with content via comments, and sharing content in groups is one way marketers can build a relationship with potential clients. Other benefits include being able to leverage the use of sponsor postings, conduct research about HCPs specific interests and emerging technologies in the industry, develop insights in order to build campaigns with sophisticated targeting features, and employ data driven targeting.
• Facebook — Facebook is a very rich source of personal information, and advertising can be targeted based on hundreds of different demographics. Facebook facilitates the targeting of highly specialized audiences, for which there are many advantages which can be used when focusing on HCPs. Some important benefits are the ability to run awareness ads within a geographic market, target audiences based on demographic profile, target new audiences that have moved into your area, target those highlighted by other life events, target based on page and group connections, and target individual HCPs specifically by using detailed targeting to have ads display for key HCPs in your geographic market.

•  Contextual Advertising — Defined as the practice of placing ads on web pages based on the content of those pages, contextual advertising is seeing increased popularity within digital marketing, and especially within pharmaceutical manufacturers, healthcare supply chain companies, and healthcare diagnostic companies. Some key advantages of using contextual advertising to target HCPs include increased levels of engagement, improved brand-safety, the provided element of future proofing around the use of third-party cookies, and more specifically, it can help provide direct cost savings to HCPs and help add extra relevancy. Cost savings can be achieved by offering healthcare advertisers a cheaper alternative to more traditionally used endemic websites (such as Epocrates), where the high level of related content they provide, and their tendency to be frequented by HCPs and like-minded people have made them a somewhat expensive option. In addition to this, HCPs have previously shown a high level of sensitivity to irrelevant and intrusive content that doesn't add value (such as seeing ads for products they have previously purchased). Contextual ads can help alleviate this issue by producing information which can add extra relevancy for HCPs.
• Mobile and In-App Advertising — Recent studies have shown four in five HCPs use smartphones for work reasons on a daily basis. HCPs have been observed incorporating smartphone use into their professional practice settings, as well as in their downtime. Common examples of work usage are communicating with colleagues through messaging services and apps, and accessing patient data and test results. This extends from the relatively higher age groups (average age of both the physician and the nurse is around 50 years old) where smartphone use amongst HCPs is comparatively high, to younger age groups, where the COVID-19 pandemic resulted in a historic spike in medical school applications among those in their 20s, a group who are the most engaged with their smartphones. The new influx of young HCPs, along with significant smartphone use across all HCPs, presents a new opportunity for healthcare marketers to target this demographic through mobile and in-app marketing.
• Connected TV (CTV) — Owing to the COVID-19 pandemic, figures released in 2020 showed in the UK, 47 million people (almost 70% of the population) watch digital video content at least monthly, and the number of CTV uses was predicted to reach almost 41 million. This has had a significant knock-on effect, as 57% of digital advertisers are planning to increase spending for CTV advertising campaigns over the 12 months. As more HCPs are practicing remotely and working from home, there is a unique opportunity to use CTV advertising to reach this target audience.
• Telehealth — Telehealth services describe the practice of remote health monitoring, and more specifically the technology that enables this. These services saw a huge increase throughout 2020, and further growth is predicted throughout the next 5 years. As telehealth services continue to change how healthcare is provided, it will become even more important for those seeking to target HCPs to advertise to telehealth professionals via this platform.

•  A top ten medical device and pharmaceutical company were showcasing a new cardiac medical device at a range of trade shows and medical conferences. The company wanted to target cardiologists specializing in heart failure, that were likely be attending the conferences, via their personal mobile devices. The aim was to drive more traffic to their booth and set up more client meetings. A cost effective digital marketing solution, leveraging mobile advertising and the use of a data driven analytics approach, was used to enable the identification, targeting and engagement of HCPs, deliver increased number of impressions and responses, and generate significant leads.
•  A leading medical device company targeting digital ad campaigns towards hospital c-suites. Due to a long sales cycle and complex product portfolio, a high quality data driven solution was required, making use of a third party database containing over 8 million HCPs and targeted ad placements across news, business and technology websites that c-suite employees were more likely to frequent. The results were a 'hyper-targeted' digital ad strategy, increased click-through and conversion rates and complete transparency.
•  JW Player, flexible video platform partnered with healthcare technology company Pulsepoint to provide a service enabling brands and agencies to reach HCP audiences in real time as they watch relevant, brand-safe video content on the JW Player network. The platform has 500 million average daily video impressions across over 12,000 media sites.

Part 2: Retirement Planning Services to Healthcare Professionals (HCPs) in the UK

• Financial advice and wealth management specialists, offering consultancy services to UK doctors.
• The company boasts 14,000 medical professionals advised, 58 specialist advisers across the UK and 15 years working with doctors.
• Chase de Vere Medical are active on multiple social media platforms, including LinkedIn, Facebook and Twitter.

•  Offer six main services; mortgages, NHS pension advice, retirement strategies, investment services, financial protection, and estate planning.
• Their process involves an introductory meeting, gathering data and information, financial analysis and planning, recommendations, implementation and ongoing review.
• After a period of strong financial performance, the company announced in 2020 that it was "actively looking" to make acquisitions. Chief executive Stephen Kavanagh confirmed the focus on "looking for other like-minded adviser firms to join", and "firms that are focused on providing exceptional client service and are committed to offering truly independent financial advice". It was also revealed that Chase de Vere had already taken over advice firm Ferguson Oliver Limited in October 2019. Previous takeovers also included the 2017 acquisition of Medical Money Management.

• Offer online email subscription service online. Potential customers can subscribe to newsletters, financial insights, expert opinion and special event invitations. Subscribers also opt in to further email communications.
• Promote their services through a regular series of live events and webinars. Potential customers and those with an interest in their services can sign up for and attend these interactive sessions, for which financial specialists provide detailed information on a wide range of specialist subjects.
• Chase de Vere also specialize in providing services aimed at particular demographic groups. In 2019, they launched a financial advice service exclusively targeted at Dentists, focusing specifically at a potential new client base of 6,000 UK based HCPs. This followed a similar scheme previously launched, which was exclusively aimed at surgeons. Chase de Vere appear to have had significant success targeting HCPs and providing them with tailored services to meet their specific needs.
• The partnership with the Royal College of Surgeons provides Chase de Vere with access to 27,000 members across the UK and internationally.
•  Partnered with The Faculty of Medical Leadership and Management (FMLM) in 2019. FMLM is an independent charity established by all the medical royal colleges and faculties in 2011, whose primary aim is to raise the standard of patient care by supporting doctors and healthcare organizations to improve medical leadership. It has 2,200 members and fellows who are a combination of senior medical leaders, consultants, doctors, trainees and students. The partnership will enable FMLM members to benefit from expert independent financial advice from Chase de Vere Medical on financial planning advice and objectives including the NHS Pension Scheme and retirement strategies, and also provide Chase de Vere with full access to data and information on FMLMs extensive members list of HCPs.

• Consultancy Services provider specializing in doctors and medical professionals. Provide specialist medical accountants, financial advisers, and mortgage advisers to HCPs. The company was founded by two doctors.
•  Retirement planning for doctors aims to help HCPs build a tailored and robust financial plan (cash flow model) that will "become the focal point throughout your retired years".
• Boast 20,000 members (doctors and HCPs) and 38 specialist advisers across the UK. Active across multiple social media platforms.

•  Find an Accountant' service pairs potential clients with a dedicated independent specialist medical accountant. Provides advice on financial matters such as Self-Assessment tax returns, private practice income, NHS Pension tax charges, GP accounts and tax planning. Tailored service which aims to match individual requirements to the best available accountant.
•  Mortgage Adviser service assigns a 'whole-of-market' independent mortgage adviser that fulfills specific requirements. Process involves the gathering of information, a data driven approach to matching the client requirements to a network of specialist mortgage advisers, the selection of a suitable adviser and a free consultation.
• Remaining financial advice, investment and wealth management services provided by specialist medical financial adviser service. Dedicated adviser provides information relating to NHS Pension, NHS sick pay entitlements, death in service benefits, ill health retirement and other financial matters. A free consultation is also part of the process.

• Provide a free CPD (continuing professional development) to HCPs who register their details for email communications. 8,000 doctors are currently signed up to this service.

• Offer potential customers a free guide to claiming a tax rebate on costs for medical training and examination expenses, in exchange for subscribing to email communications and entering personal details. Also, provides website visitors with an online rebate calculator.
•  Publishes online specialist medical accounting blogs, each with tailored financial advice and information provided by industry experts and insiders, aimed at doctors and HCPs. Some common subject examples include NHS pension advice, tax implications, the impact of COVID-19, investments and retirement planning.
• Encourage engagement through a series of podcasts, which target HCPs and aim to provide financial advice which aids better decision-making. Podcast is hosted by doctors alongside qualified chartered accountants and tax advisers.
• Has formed strategic partnerships with the Royal College of Obstetricians & Gynecologists, the Royal College of Surgeons, Doctors.net.uk and the Royal Medical Benevolent Fund. These collaborations give them access to a wide range of HCPs and their information and data, enabling them to be targeted with specific tailored products and services.

•  Financial services mutual that provides advice and products to select professional groups, notably (but not exclusively) to doctors and HCPs. Other financial groups include teachers and lawyers.
• Wesleyan have a long history of providing products and services exclusively for HCPs, for a wide range of different types including students, partners and consultants, and advise on many areas of financial planning such as NHS Pension Scheme, income protection and savings and investments.

• Services include protection plans, investments and savings products, insurance, pensions, mortgages, mutual benefits, commercial funding and financing and others.
• Wesleyan's digital transformation and modernization journey is helping the company achieve their long-term goals of 'putting customers first'.

• Engage HCPs with a series of published online articles and news reports, featuring advice on relevant topics and financial matters, such as current affairs matters and financial planning advice. Some of these also feature more general advice for doctors and HCPs.
• Wesleyan also announced the use of intermediaries and brokers to help generate new business leads.
• The company is known for building strong customer relationships with clear, consistent, and timely communications.
•  Acquired Professional Affinity Group Services (PAGS) from the British Medical Association. PAGS, who trade as BMA Services (BMAS), were market leaders in the provision of independent financial services and advice to the medical profession. This gave Wesleyan access to the data and information of the British Medical Association's 120,000 members, allowing them to offer products and services to HCPs.
•  Partnered with the Royal College of General Practitioners (RCGP) in 2020. Agreement allows Wesleyan to become the 'exclusive financial advice provider'. Offer the course of 12 months Wesleyan will provide no-obligation specialist financial advice on a wide range of products and services to suit RCGP members’ personal and business needs. This will include retirement planning, savings and investments, protection, inheritance tax planning, business planning and mortgages.

• Wesleyan partnered with marketing agency AlphaQuad, seeking to expand their digital presence and widen their customer base through online channels. AlphaQuad helped design and created a Digital Marketing Strategy that used an integrated approach to online marketing covering a wide range of channels and digital communications. Included activity such as search engine optimization, content marketing, affiliate and aggregator opportunities, paid advertising, social media marketing and email communications, alongside user journeys and conversion optimization. Wesleyan were presented with a comprehensive two-year Digital Marketing Strategy that included a road map of activity outlining the techniques recommended to achieve their business goals. In the first year, significant gains were made on ROI, CTR and product sales via related channels.
• Wesleyan also employed the services of another agency, in order to help raise the profile of the business to their target audience.

•  Cavendish offers financial planning for medical & NHS professionals.

• Cavendish's unique selling point is their in-depth understanding of HCPs and their specific finance needs. They recognize the time constraints placed on doctors and other HCPs, and understand the nature of the complex financial dealings, and therefore their solutions are tailor made with this information in mind.
•  Financial planning advice focuses on protecting assets, managing wealth and planning for retirement while leaving a legacy.

•  Cavendish provide free webinars open to HCPs and independent practitioners where they can engage in interactive sessions with advisers. Registering involves joining a mailing list and opting in to communications from the company.
• Cavendish have also been involved with live events targeting HCPs with talks and expert advisers on financial matters. Such events present an opportunity to network with those inside the industry, as well as leverage data collected from those who register their attendance or opt into communications.
• Cavendish Medical partners with the Confederation of British Surgery (CBS) to offer guidance service specifically to CBS Members.