From Prediction to Reality: How Tap Native Brought ‘Bid-by-NPI’ to Life
In 2015, the idea of bidding on healthcare professionals (HCPs) individually — similar to how digital marketers bid on keywords — seemed far ahead of its time. But for RJ Lewis, CEO of eHealthcare Solutions and co-founder of Tap Native, it was a vision based on a clear understanding of where healthcare marketing was heading.
He predicted that the importance of HCPs to brands — in terms of their influence on prescribing decisions and brand performance — would become so precise and measurable that marketers would eventually be able to bid on them individually.
Fast forward to today, and that vision is now a reality.
Introducing the ‘Bid-by-NPI’ Model
Tap Native has launched the industry’s first-ever “Bid by NPI” auction pricing model, a revolutionary feature that allows healthcare marketers to assign custom cost-per-click (CPC) bids to specific National Provider Identifier (NPI) numbers. This gives healthcare marketers the unprecedented ability to allocate budgets more efficiently and engage directly with high-value HCPs — whether they’re physicians, nurse practitioners, or physician assistants.
As RJ noted in the press release, this new model enables healthcare brands to tailor their bidding strategy to match the unique value of each healthcare professional:
“Not all physicians are valued the same to all brands, so why pay the same amount for an engagement? For decades, brands have focused on ‘decile’ marketing, but there’s huge variation even within a decile in terms of an HCP’s prescription volume and value to each brand.”
The “Bid by NPI” feature shifts away from outdated decile-based segmentation, allowing for a more granular and performance-driven approach. Healthcare marketers can now customize their bids based on the value they assign to individual HCPs, unlocking a new level of control and precision targeting.
Bringing the Vision to Life: AI and Personalized Bidding
- Real-time PLD access
- One-to-one bidding
- AI-generated creative
These pillars of personalized engagement are bringing the healthcare marketing industry closer to true one-to-one marketing, where brands can optimize their campaigns with dynamic segmentation and adjust their bids based on individual physician behavior.
In the interview, RJ also discussed the growing role of AI in healthcare marketing, helping to personalize both targeting and creative content. AI allows brands to fine-tune their messaging down to the individual physician level, creating a more tailored and effective engagement experience.
What Does This Mean for Healthcare Marketers?
With the new “Bid by NPI” model, healthcare marketers can now:
- Precisely target high-value HCPs: Gain a clearer understanding of the worth of each healthcare provider and adjust strategies accordingly.
- Optimize spend for maximum ROI: Align bid strategies directly with real-world prescribing behavior, ensuring efficient budget allocation.
- Break free from outdated segmentation: Move beyond broad, decile-based approaches to embrace a more granular, individual-focused bidding system.
- Reach prescribers across 82% of the open web: Tap into a vast network of HCPs and ensure your messaging is delivered to the right audience.
The launch of this feature marks a pivotal moment in healthcare marketing, and Tap Native is proud to be at the forefront of this transformation.
Looking Ahead: The Future of Healthcare Marketing
In the interview, RJ also explored some of the challenges and opportunities ahead in the healthcare marketing space, including regulatory considerations such as MLR compliance and modular content. He believes that AI will play an increasingly central role in both clinical settings and marketing, ultimately helping brands achieve more personalized, effective, and efficient campaigns.
As AI continues to shape the future of healthcare marketing, it’s clear that the next wave of innovation is here… and Tap Native is leading the charge.
Curious about how the “Bid by NPI” model can elevate your next campaign? Download our one-pager below for a quick, actionable overview of the feature, its benefits, and how you can get started today.
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