Doceree CEO discusses the potential of data in digital marketing
Medical marketers continue to wait for the green light for advertising on both Netflix and Disney+, and some see big opportunities on those platforms.
According to Doceree CEO Dr. Harshit Jain, digital marketing is expected to become the newest channel available to medical marketers, but it is expected to displace other areas for developing advertising campaigns. I don’t think
Jain says he’s noticed that some brands are providing salespeople with insights gleaned from the data they get through digital marketing. This process allows these companies to get their message across and target their consumers accordingly.
It’s a trend that Jain foresees will continue in the future as companies continue to move into the digital realm.
“It’s already happening in different parts of the industry, but after a while, this ecosystem will become connected,” he said. “This includes an online world that works seamlessly with the offline world. That’s the future of medical marketing as I see it.”
Jain, winner of the 2021 MM+M 40 Under 40, also emphasized the importance of data capabilities in medical marketing.
Advocating for transparency is an important consideration for businesses, said Jain. Giving pharmaceutical and life science marketers data capabilities that challenge preconceived notions about advertising will help marketers rethink their brand strategies and realign their future campaigns, he said.
Jain urged medical marketers to remain open to the possibilities that data can offer.
“Data is the new creative. You can get so much insight out of one piece of data and information that can help make the marketer’s job easier,” he said. “Always ask for data about what you’re doing and how it can help you plan for the future.”
Internally, the company has seen continuous growth since its inception just before the COVID-19 pandemic began, Jain said, and the last few months have taken advantage of that.
The company added several leaders in 2022, including Anil Dobhal, who serves as Global Chief Technology Officer. With new members joining the team, Jain said his company operates as a startup looking to grow while maintaining an agile mindset.
Despite the looming threat of a recession, Jain says conversations with healthcare clients show that HCP marketing spending does not have significant budget constraints compared to patient advertising. said.
“I feel protected because I don’t expect healthcare workers to pay less in the near future, but we will continue to innovate to help our customers solve their problems.” he said.