Doceree CEO Dr. Harshit Jain has plenty of thoughts about the pain points facing medical marketing. In fact, he has so many thoughts about medical marketing that he wrote a book about them.
Jain, a 2021 MM+M 40 Under 40 honoree, unveiled his second book, The Next Marketing, this week.
In the book, Jain identifies the most significant pain points facing point-of-care marketing as a result of the COVID-19 pandemic and presses marketers to adapt their messaging accordingly.
Jain said marketing to healthcare professionals is changing and increasingly focusing on POC marketing for when they are using electronic health records or telehealth services. This new phase of marketing doesn’t have much literature on it, Jain said, noting that there is a lack of standardization in the field. He said his goal with the book is to combat myths around POC marketing and provide clarity to healthcare advertisers.
Such examples of misconceptions in the space often surround data analytics, he said, as well as whether or not it’s possible to advertise on EHR platforms. Ultimately, Jain said he wants the book to serve as an educational tool for advertisers and provide helpful answers to their questions.
“This is an attempt to bring transparency to the topic and serve as a great starting point for anyone who is looking at using POC marketing for better engagement with HCPs,” he said.
Drawing off his experience as both a physician and a marketer, Jain said he’s also seeking to inform pharma brands and their respective agencies about the opportunities ahead of them. Marketers should start to view POC as a strategy rather than a tactic and put considerable budgeting considerations behind it to get the most out of it, he said.
“The real power of POC is when you start looking at it as a strategy. Imagine you have the opportunity to be in front of the HCP when your competitor’s drug is being prescribed or at a moment when your drug has the possibility of being prescribed,” he said. “You could reach out during those movements. There is so much more that can be done on this channel which is not even possible on the programmatic display side.”