As pharmaceutical marketers increase their use of digital media to reach physicians, one business has found with a little ingenuity it can help companies discover social media channels and websites where they may not have expected to find doctors and other healthcare providers. Slideshare, anyone? SoundCloud?
Medikly, a graduate of Blueprint Health’s summer class, was founded by physician, pharmaceutical marketer and entrepreneur Dr. Venkat Gullapalli. It offers pharmaceutical marketers an integrated platform to better target their audience. Gullapalli said it’s offering a service more commonly found in the consumer arena than in the business-to-business pharmaceutical space.
“It allows organizations to understand how physicians interact with each other as well as understanding their behaviors on how they consume content. In the consumer marketing world, companies are able to narrowly target the information they send consumers — knowing what they want, what channels they are using, their intent to purchase — and that’s something that’s been missing in the pharmaceutical space or any organization that wants to target physicians and healthcare professionals.”
Nita Nehru, Medikly vice president of business development