Moment of Next Transcript on Physician Engagement at EyeForPharma

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Amy Turnquist (EHS): Good morning and welcome to The moment of next how native digital experiences drive physician engagement. We are excited to kick-off day two and welcome you to the second day of Eyeforpharma at Philadelphia, the digital virtual version. We’re excited to kick off the program with you today. I’m here. I’m Amy Turnquist. I’m the Executive Vice President of digital solutions at eHealthcare Solutions. And I’m here with my partner Gus Strominger who is the Senior Marketing Manager for the Lung cancer franchise at AstraZeneca. In a little bit for the Q&A, we’ll also be joined with our partner Tashana Brown, who’s the Chief Operating Officer of TrendMD, and she’ll be joining us for the Q&A session to answer some questions about some of the data that we’re presenting to you today. So thanks again, for joining us. We wanted to do a little bit of a background with you for those of you who weren’t able to join us last year at 2019 with Eyeforpharma. We wanted to read just a little give a little bit of a refresher about some of the data that we shared with everyone last year, last year EHS and TrendMD we presented data that we had collected from studying physician behavior online, across 4700 different medical science, technology and research sites within our network. And what we found from studying that behavior is that physician behavior online looks pretty much like what you see on the screen, and that it’s very complex, and also very often dynamic. So physicians today they’re getting their information from many, many different sources. You might find a physician in the morning getting their news and updates on clinical information, especially today in the light of COVID. Right now, while they’re struggling to get information and struggling to stay up to date, you might find a physician in the morning on a clinical site like professional journal sites.

Amy Turnquist (EHS): And then in the middle of the day, you may find them jumping over to a site like drugs.com, to do a professional lookout for a patient that has maybe a really strange side effect or Specific dosing and administration requirements. And then between patient visits, you might find them on CNN checking the news, you may find them getting their email, you find them all over the place. And what we found in studying behavior. Again, they’re working across multiple devices. They’re in an always-on environment. And they’re literally overwhelmed right now with information. scenarios health last year in 2019, had published predictions that by January 2020, by this year, the amount of medical science and research information that’s available to a physician for their consumption was predicted to double every 73 days. And so physician, it’s hard for them right, to keep up with all of that information. And what we learned from studying behaviors about where physicians go, and what they’re reading when they’re online, is that given all of those choices, we often find physicians in very surprising places. So again, looking across the data for TrendMD and studying specifically oncologist behavior, which is what we’re really going to dig into with you today. We found that the gold standard of what we always thought in terms of peer-reviewed content, right, which is the gold standard from research and credibility for physicians perspective, when we look to peer review content and journal content, we were actually 10 times more likely to find an oncologist authenticated oncologists on Medical News and blog sites than we were on that gold standard of peer review content. And adding to the complexity of this picture, right, because as we as the data-driven marketers, our goal is to make sure that we’re speaking to the right audience at the right time and finding, you know, that physician across the sea of content can be a challenge. Adding to that complexity, what we found is even when we looked at peer-reviewed content. When we found a physician online, they were actually 40% more likely to bounce, which means that in our world, the term bouncing just means that they went to that site. They got to a piece of content but they didn’t go any further. Might be they didn’t take that second piece of action or engagement on that site beyond that first impression. And so what this all means is that what we talked about last year is how difficult it is to find your physicians. But what we really want to talk about today is that second piece of the challenge, right, is that once you find a target physician online, how do you engage that physician? How do you make that experience sticky for your brand message so that they’re emotionally connected and emotionally engaged with your message and [unintelligible 00:04:29] driving deeper engagement on site after you find them. And that’s really what we’ve been spending the last year studying and with our partners with TrendMD. And that’s the data that we want to share with you today is really how do you engage your physicians once you find them.

Amy Turnquist (EHS) : And so we’d like to introduce this idea to the moment of next, which is the moment of optimal opportunity when cognitive load for a physician or your consumer audience is reduced and your audience is most receptive to your message. So cognitive load for them to be who aren’t behavioral sciences in the audience basically just means it’s a term that means how busy your brain is, how much you have on your brain at any given time, and how open you are to receiving more information. So specifically with physicians with especially you think of what they’re coping with today, in this specific climate that we’re faced with, and we’ve mentioned on that other side they are already overwhelmed with information. So the challenge of really engaging with your physician and getting their attention after you find them, It is if we can capture a physician when they’re at the moment, their cognitive load is lowest, and they’re most receptive to our message that defines this moment of next defines that moment when they’re emotionally available when they’re in a mindset to receive and respond to your branded information and drive deeper engagement afterwards. So the challenge for us that we spent the last year really trying to think through and solve is how do we add how do we determine scientifically when that moment of next occurs because If we can be there with your target physician at that moment, right when they’re most receptive to your messages, that’s that would be the golden goose for all of us. That would be the be-all-end-all in terms of our goals and objectives. So we wanted to understand how can we predict this? How can we be more scientific to make sure that your messages are there at the right time at the right place with the right physician? And so during our research we looked, we realize that Nielsen had done a study on this in 2019. It was I believe, in Q4 of 2019, where they studied behavior patterns in terms of how people engaged with content online. They were trying to determine people. They’re really looking at two different things. So attentiveness which is a way to realize and really focus on focus, thinking about how connected someone is with your piece of content. They looked at the depth of gaze and other biomarkers to determine how engaged someone was with a piece of content. And then they also looked at the emotional response that a piece of content was a [unintelligible 00:07:02] within that target audience. So these two things, how connected are they with a message? And then are they driving an emotional response with that message. And the key with the emotional responses we know is that emotion is what drives action. Right? We make we take action and we make decisions often emotionally and then rationalize them logically. So if we can find someone in that moment, when they are ready, they have a low cognitive load, excuse me a low cognitive load and the receptive to our message, if we can get them to pay attention to that message. And if we can create that emotional response, somewhere in there is that perfect moment of opportunity for us for marketers. So as they did their research, what they found is that participants from that survey, were most receptive to receiving new information when they were at this moment of next, which they found is actually right after they’ve read an article. So they found that participants in the study were Most open-minded after reading an article, and the slide that I have on the screen is tracking for you what those measurements were over time, right after reading an article in terms of the lifts with attentiveness, and that’s the dark blue line towards the bottom of this chart, and then also emotional response. And what you can see in that glue moment of next is that right after someone has read an article and engaged with content, you see a rapid uptick of attentiveness. They found that there’s an 8% decrease in cognitive load that occurs right after someone read an article. So this dramatic increase in attentiveness and also you can see rapidly escalating emotional response and capacity. So if we’re able to engage our audience, right at that moment, there should be a dramatic lift in terms of on-site conversion and engagement and metrics, if we can all pull that together.

Amy Turnquist (EHS) : And so this is where we lead into TrendMD. I mentioned through the Q&A we’ll have the chief operating officer of TrendMD speaking with us as well to answer some questions. TrendMD is a partnered with EHS and it’s a content recommendation engine, where we’re able to look across 5000 different sites, and capitalize on that moment of next, with physicians while they’re reading and engage with contextually relevant content. So this works in sort of like the Amazon model, and that we’re able to look on content and make recommendations if you think about when you’re shopping on Amazon that function where someone over they recommend ideas for you based on your own purchasing habits or your browsing habits. People like you have also liked things that you might be interested in. TrendMD works the exact same way for physicians in terms of recommending relevant content. So this is an example of what the TrendMD recommendation engine looks like. On the JAMA Network, for example, which is this example here on the screen. If we find a physician who’s actively engaged in reading content, we’re able to near the end of that article, capture them at that moment of next while they’ve completed that article, and make recommendations to them about other articles that they might also enjoy reading. So I’ve blown up a screenshot for your help you understand exactly what that might look like. And again, this is an example of what that would feel like for an oncologist who’s reading an article on JAMA of who then is given opportunities to maybe learn about mechanism actions for a new FDA approved oncology drug. So overall, that’s a little bit of a highlight about TrendMD. We’ll be able to answer some questions for you as well through the Q&A. But TrendMD was designed specifically to capitalize on the moment of next. And we’re able to do that across, we’re able to connect these moments of next across this network of 5000 medical science technology and research sites. These are some of the prestigious publishers and clinical journals that you see on the screen right now, we’re all partners within the TrendMD network. And we’re able to look across all of those sites in that network to search and find physicians while they’re actively engaged with content, and to be there at that moment when they’re looking for something new. And when we do that, some really interesting things happen in terms of engagement. We generally see if we use TrendMD as a traffic driver for some of our own programs, we see really interesting on-site conversion and engagement metrics downstream. For example, we’ll see lower bounce rates, that idea that I mentioned earlier about people coming to a site but not really going further. We also see metrics like this that you see on the screen where we see an increase of 74% or a lift of 74% in terms of on-site, time spent on our websites, which is a site of that deeper engagement. So something is happening when you’re able to take that you know what physician you’re speaking to, you’re able to capture their attention at that moment when they’re in the right mindset, and then make a connection with a brand’s message, something magical happens on that site afterward that increases engagement downstream. And so that’s what we saw within our own data for EHS. And we had invited Gus Strominger to join us today and talk about what this really looks like in the field. What real campaign data might look like if you’re using the TrendMD network. So Gus? I’ll give it to you.

Gus Strominger (AZ): Thank you Amy. I really appreciate the download. I’m just going to spend a few minutes walking everybody through how this has worked at AstraZeneca in the job, I’m responsible for marketing a lung cancer product with AstraZeneca. So when we look back at 2019, the campaign was around Non-small cell lung cancer. As you can see, the target list were target list oncologists. And just to ground you a little bit and give you some context there. It’s a relatively small target list. We ran it for the entire year. And ultimately, what we were looking for is a lot of what Amy was talking about is to drive key actions and qualified visitors to our branded page. Because every unique opportunity in the space that we work in, whereby we need to catch physicians at that exact moment when they’re open to receiving information. One of the unique aspects of the product that I work on is that the average oncologist sees one to two patients per year. So when Amy talks about being in the right place, at the right time, it’s even more important in the space that I work in. So we wanted to capture partners that can help us get the right information from a branded perspective, to the HCP’s when they’re most open to receiving that information, ultimately driving them into an info seeking mode. So we looked at the number of pages that they’d looked at the downloaded files, the video views and ultimately, registrations for support, and asking for representatives to visit their office. So if we look at the next slide, I wanted to give you a brief overview of what our actual media mix looked like for the product I worked on. So not going to bore you with all the bullet points here, it looks pretty standard kind of cut and dry, straightforward media mix plan, but nested within that our tactics, where we always want to look at opportunities that are both broad, but targeted. So when you think back to HCP, seeing one to two patients that present with a particular indication my product has they see one to two per year. So we need to find them when they’re open receiving information on multiple fronts so that we can ultimately find the right HCP at the right time, and give them the right info at that time, ultimately leading to a clinical choice that’s what’s best for that particular patient. So it’s critically important that we have a broad reach yet a focused approach. So those are the partners that we look at with TrendMD as Amy highlighted earlier, to exactly what they were able to deliver. So if we look at the next slide, what we see is really the collaboration and optimization that would ultimately drive results. So when we look at TrendMD and how we at AstraZeneca, utilize this partnership across both CMI and TrendMD we need a dynamic system where we can consistently and continually assess performance, day to day really. So what we look at is what’s performing well, how do we pump that up? What’s not performing well, How do we pause that ultimately, because when you think about one to two patients per year, it’s interesting. We want something that’s both dynamic but also static in a certain way where we can drive the same information over and over again when it is actually working. So, ultimately allowing the physician to get a depth of information through our branded website. So we like this information to look native to the site, we’d like to be able to provide quick and pithy information.

Gus Strominger (AZ): So ultimately, their key actions on our website ultimately lead to better and the best treatment decisions possible for that patient. So when we look at the following slide, what we see here is something that is both nimble and flexible. We eliminated creative that did not work. You see here an example of something that, as Amy highlighted earlier, really looks like something that would be native to that website. It’s apt and it’s related back to what they’re reading. So when they’re in that moment, when they’re open to receiving information. It’s not like a splash of cold water on their face. Not only are they open to learning about that information, but they’re actively thinking through what this could be, and as I mentioned earlier, with a partnership across TrendMD and CMI, we were able to update this in near real-time, which ultimately led to some really positive and strong results across the board. So when we look at the following slide here, the qualified visitor rates, which are really the currency we trade-in, when we think about a branded page and pharma. We had 26.2% qualified visitor rates through the TrendMD program, which our baseline is three times what our baseline actually is. And we already have an aggressive baseline. This is one of many tactics we take, as I mentioned earlier across the media mix, but we really hunt down those partners that will actively partner with us that will deliver that information in a broad yet focused approach. So when I think through 2019, and now into 2020, what we’re trying to do with my particular brand, it’s more important than ever, with the flood of information and the uncertainty that is in the world to provide relevant content to our customers when they’re most open to receiving that I think the TrendMD example we shared, today is a really nice example of partnership across our three companies to ultimately deliver relevant information to our customers when they’re most open and able to receive that information. So, Amy, I really appreciate you giving me the opportunity to kind of share our success we had in 2019 with AstraZeneca and TrendMD.

Amy Turnquist (EHS) : Thank you Gus for sharing that insight. And we will have just as a reminder for all of you tuning in right now, Gus will be with us for the Q&A. If you have additional questions. about any of the information that we shared with you through this presentation. What we really wanted to leave you with today as your take-home message is this magic formula based on the research and what we’ve seen now over two years of studying behavior in terms of what are the elements that need to come together to drive better on-site digital engagement for your physicians. So starting at the top the key piece right obviously is finding the right physician or the right target HCP. So it’s having data-driven technologies to ensure that you know who you’re speaking to, at any given time, and that your partners are able to identify that audience at scale. Again, starting with the right HCP and knowing who you’re speaking to at any given time, and then finding that physician or that HCP in a contextually relevant environment, that helps create that that mindset where they can read content that they trust and respect and that you’re able to then capture them in the moment while they’re engaging in the moment of next and ready after they’ve read one of those articles to move on to the next thing and being there at that right time. And then overlaying on top of that, as Gus mentioned, we had a really strong partnership between all of us to ensure continued optimization over time. So if you overlay this collaboration with trusted partners, and ongoing insight and oversight and analysis and optimization to continue to ensure strong and sustained results over time. When you put that together, this is where you can really see strong results over time and on-site engagement and conversion and ROI for your brands. So thank you for joining us today. We look forward to getting your questions and This presentation will be archived as well in the online or the download section for Eyeforpharma. And we appreciate your time this morning and we’ll see you in about 15 minutes. Thank you.