At this year’s virtual eyeforpharma Philadelphia, Amy Turnquist, eHealthcare Solutions’ (EHS) EVP of Digital Solutions, shared data on the power of native digital experiences in boosting physician engagement. Alongside her was Gus Strominger, Senior Marketing Manager, Digital & Media Strategy at AstraZeneca, who showcased a case study on the use of native traffic drivers to increase on-site conversions and performance of the company’s 2019 oncology campaign.
Introducing “The Moment of Next”
During this presentation, Amy introduced the moment of next as “the optimal time when cognitive load, or how crowded one’s brain is with information at any given time, is reduced and when your audience will be most open and most receptive to your message.” Identifying when exactly “the moment of next” occurs is crucial in ensuring your contextually relevant environment is shown to the right HCP at the best time.
A study was recently conducted by Nielsen which used different content and experiences to test attentiveness and emotional response. Results showed that how connected study participants were depended on if they had an emotional response. Participants were most receptive and open-minded right after reading an online article.
Driving Engagement and Results with TrendMD
EHS’s trusted partner, TrendMD, is a content recommendation engine exclusively for physicians. It works very similarly to Amazon in that it suggests articles based on past viewing and reading habits. Through TrendMD, contextually relevant content is recommended to engaged physicians across 5,000 sites, such as the American Diabetes Association and the American Gastroenterological Association.
In one sentence, TrendMD was specifically designed to capitalize on the “moment of next.”
We hope this has shown you the importance of this “moment of next,” when physicians are most open to allowing more information in so your brand’s messaging can drive better on-site digital engagements.
Complete presentation transcript available here.