In today’s healthcare industry, the traditional methods of communication and advertising we’ve become accustomed to are becoming increasingly outdated.

Through developing Havas Lynx’s proprietary data product, Point.1, we’ve found that only 19% of healthcare professionals (HCPs) trust pharma branded content. With HCPs receiving 1,000+ competitive emails every month from pharma companies, it’s no wonder that attention spans are decreasing to less than two seconds, and trust between HCPs and pharma has never been lower. The intersection of more touchpoints, and more noise, make it harder than ever to cut through and reach our audiences – it’s what Meta calls the ‘Attention Economy’.

As that noise increases, we’re also witnessing the fastest deterioration of HCP well-being in history. HCPs facing distress at work is 40% higher than the general population, with 31% facing extreme levels of distress.

Pharma has failed to recognise and respond to these challenges, creating a gulf between what HCPs want and need, and what pharma ultimately delivers.  Consequently, 62% of pharma brands launched miss their first-year forecasts, with 42% of these misses attributed to poor understanding of customer needs. To succeed, we need to understand, empathise and listen to HCPs like never before.

At Havas Lynx, we’re committed to bringing our clients world leading HCP data that goes beyond the generic, to offer a customer-driven model of engagement. Point.1 is our proprietary data product that marries people with data to help create more meaningful interactions with HCPs.

We’ve generated over 15 million data points over several HCP target audiences and key markets globally. But data alone can’t drive value. So, we’ve developed three new products powered by Point.1, to create a more data-driven approach to communication strategies in our industry. Our aim is to understand the individuality of HCPs. In short, we’re interested in the person behind the white coat.

Firstly, we have Point.1 Genome, a product that helps brands to better understand and engage their audiences. Research shows that 85% of customer segmentations will fail to drive growth for brands. So, we dig beneath the surface level data, using advanced analytical techniques to segment, model, and understand audience attitudes, drivers, and resulting behaviours.

Point.1 Genome provides a deep understanding of the HCP you’re talking to, so your communications are relevant and delivered in the right place, at the right time. If you need to understand your target audience, Genome is the starting point that leads to audience segmentation and personas, behaviour change task maps, media profiles, customer engagement planning and much more.

Next, we have Point.1 Sens.AI – a cutting-edge digital tool combining AI and data, for effective brand building. By marrying Point.1 data sets with AI, we create a digital interactive persona of target HCPs. This novel interactive strategic method brings the HCP to life.

You can ask the virtual HCP questions, get their thoughts on strategies and propositions, and find out what’s relevant and engaging to them. This virtual, secure, and speedy tool changes the way we navigate market research. Thanks to our smart data methodology, it provides not just superficial responses, but true emotional reflections that add real value. Impressively, the responses have been within 2% alignment to real responses.

You can choose two options – an interactive chat-based platform, or an AI-generated interactive video persona, which can respond to questions in real time. Transforming a lengthy, costly process into a streamlined, efficient one.

And lastly, we have Point.1 Synthesis, a product to aid brand experience activation. Synthesis uses Point.1 data touchpoint usage, reach, frequency, trust, and perceived helpfulness to show you the most effective communication and channel plans.

With Synthesis, you can create plans that have the perfect channel mix to deliver optimal reach and frequency for each stage of the adoption agency. Removing the guesswork from tactical and media activations, avoiding wastage, maximising local uptake and driving better ROI on marketing mixes.

The healthcare communications landscape is radically changing before our eyes, and unless we change with it, pharma will become increasingly disconnected from HCPs.  Point.1 can help you create more effective brand activities, consistent brand growth and better patient outcomes.

Contact Phil at phil.streit@havas.com to book a live product demonstration or register for a webinar to hear more about Point.1.