As pharma brands look to efficiently expand their global reach and revenue opportunities, Inizio Evoke Media developed and implemented centralized strategic planning, purchasing, and measurement solutions. While local journals and the like are the typical go-to's for in-market campaigns, targeting HCPs globally by leveraging large conglomerate-based publishers with a substantial international reach can drive more efficient engagement. These global media publishers hold credibility among international healthcare professionals across targeted countries.
However, we must not overlook the country-specific nuances in this approach. The publishing business reality is that there has been a growing trend among B2B and B2C media publishers, such as Google, Meta, and 3PP/HCP content sites such as Medscape, and place-based media companies, to expand their reach globally to adapt and engage with a more diverse audience.
To tap into this global media landscape, Inizio Evoke Media developed these best practices/considerations for brands that are looking to expand HCP reach across the globe:
Creation of Discrete Global Landing Pages
Inizio Evoke Media strongly urges the creation of a separate landing page to receive and track inbound international traffic.Deployment of In-Language Creative
Driving in-language creatives for an English-only landing page is strongly discouraged, as this may cause resentment and confusion among healthcare providers in that country.Establish Compliance and Regulatory Considerations
Ensure compliance with international regulations, such as GDPR, HIPAA, and local healthcare laws, when targeting and communicating with HCPs globally through US media.Maintain transparency and ethical standards in all communications and interactions with HCPs
Identify Relevant Multi-National Digital Publishers with strong US and EU5 Readership
Research and identify reputable large and EU5-based media outlets catering to global healthcare professionals. These may include medical journals, healthcare news websites, and industry publications with an international readership. Many smaller countries don’t have dedicated HCP sites, and these HCPs from smaller countries with limited medical publishers look for medical news outside their country’s borders.Utilize Local Placements, if/as needed
Supplement the campaign by working with local publishers to address gaps or increase efforts in critical global markets. It is best for the brand to use creative content in the same language as the publisher, leading to a landing page in the same language.Prioritize Digital First
Utilizing targeted digital advertising across multi-national healthcare websites and platforms enables reaching HCPs via international registrations that can target by IP address locations given there is no uniform NPI# system internationally.Assemble a Global Omnichannel
Leverage artificial intelligence to capture international HCPs. Utilize AI-powered tools to target and engage international HCPs, improving accuracy beyond IP address targeting and then delivering relevant, personalized content.Host Webinars and Virtual Events
Host webinars or virtual events across multi-national platforms that attract an international audience of HCPs. Partner with US medical associations or industry leaders to increase credibility and attendance from global HCPs.Leverage Search Engine Optimization (SEO)
Optimize content and website for search engines to increase visibility among global HCPs searching for relevant information or solutions. Focus on keywords and topics that are widely searched in your relevant category (condition/disease state, etc.)
It's important to note that in developing keywords, be aware of in-language vernacular or spelling and/or consider embedding within metatags, e.g. “hematology" vs. "haematology”Collaborate with Regional-Based Key Opinion Leaders (KOLs)
Partner with influential US-based KOLs who have a global following among healthcare professionals. Collaborate on joint content, webinars, or speaking engagements to amplify reach.Monitor and Measure Results
As with any media effort, KPI identification and aggressive monitoring and optimization is crucial. Track engagement metrics, website traffic, and conversions from outside the home country US, to continually assess and optimize the effectiveness of your strategies.
By working with multi-national media partners and implementing Inizio Evoke Media’s strategic practices for global media planning, we can help brands deliver effective and efficient global campaigns that drive meaningful results.