M3 unveils messaging service for doctors

Pharma companies are set be able to personalise contact with UK doctors with the launch of a new messaging platform from M3.

'Messages' is modelled on a service run in Japan by M3, and will enable pharmaceutical companies to take a more personalised approach in their online dealings with doctors via M3's doctors.net.uk.

The new service enables pharma to deliver “bite-sized, online targeted information and updates to individual doctors”, said M3.

Participating doctors have to agree to receive the communications. Pharma companies will then 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.

Companies already signed up to the service include Pfizer, whose digital marketing manager, global established products, Carl Evans said explained that “clinicians are increasingly seeking personalised information to inform their practice”.

Evans added: “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.”

The new service allows messaging to be tailored according to location, interests and area of expertise, for example. Its personalised approach also means that doctors receive messages from a named individual, such as a brand lead, a medical advisor or a sales representative.

The service is embedded within Doctors.net.uk, so members will see the messages immediately on logging in.

“Messages is a valuable way to demonstrate the industry's commitment to improving patient care,” said M3 Europe CEO Tim Ringrose.

“By engaging with doctors in this way, pharma can deepen engagement with key prescribers online and move from push marketing to real engagement.”

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