M3 improves personalisation of pharma engagement with doctors

M3 has launched a new messaging service on Doctors.net.uk that enables pharmaceutical companies to adopt a more personalised approach to online engagement with doctors.

Introduced by the UK's largest and most active network of doctors, Messages is modelled on a service run in Japan by Doctors.net.uk's parent company, M3. It enables pharma to deliver bite-sized, online targeted information and updates to individual doctors who have said that they would like to receive them.

With each doctor's permission, the pharma company will receive confirmation of the name of the individual who has accepted their message, which could include anything from interesting research findings to new treatments and educational information.

Identifying individual doctors enables pharma companies to integrate Messages with current sales force activity, since they can track this online engagement and feed it back into their CRM system. This effective multichannel experience is designed to enhance targeted communications for clinicians and allows messaging to be differentiated according to location or area of expertise and interest etc.

The personalised approach also means that doctors receive messages from a named individual - this can be a brand lead, a medical advisor or a sales representative.

The service is designed to form part of an ongoing communications programme, and the messages can be viewed via a variety of media platforms, enabling time-pressed doctors to access them whenever and wherever it suits them.

Messages is a valuable way to demonstrate the industry's commitment to improving patient care. By engaging with doctors in this way, pharma can deepen engagement with key prescribers online and move from push marketing to real engagement.

Carl Evans, digital marketing manager, global established products at Pfizer, said: "Personalised multichannel communication is integral to Pfizer's engagement with healthcare professionals and so we are excited to complement our existing activities with this new, robust opt-in messaging technology. 

"Clinicians are increasingly seeking personalised information to inform their practice via convenient digital platforms and we are delighted to be the first industry partner to adopt and evaluate this new multichannel resource."

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