Martech Interview with Global Founder & CEO of Doceree

Hello Harshit, could you briefly overview your professional journey as Founder & Global CEO at Doceree?
From a young age, I have aspired to help others and bring about a positive change around me. This finally led me to pursue a career in medicine. Consequently, I started my professional path as a certified physician after earning my degree in 2006. During my practice, I became increasingly aware of the constraints faced by the healthcare system globally, especially when it comes to patient affordability and transparency. This realization led me to making a more substantial impact in healthcare, prompting me to explore various avenues for improving patient outcomes beyond the role of a physician. Motivated by creativity, I transitioned from clinical practice to healthcare advertising. My tenure at leading healthcare advertising firms, including McCann Health, where I served in various capacities such as Country Head, Marketing Director, and Innovation Lead across Asia, Europe, and America, provided me with insights into how creativity can unlock potential within the healthcare advertising sector.

Through my involvement in campaigns addressing critical healthcare issues, such as immunization and vitamin D deficiency, I recognized that even simple observations could drive marketing initiatives that push for a positive change. These experiences further inspired me to establish Doceree in 2020 — first of its kind global platform, offering innovative solutions for healthcare cost-effectiveness using programmatic marketing and advanced data tools. In the four years since its launch, Doceree has achieved remarkable growth and a significant increase in script lifts generated through targeted messaging.

With your experience at leading advertising agencies, how do you see the integration of data-driven insights and creative marketing strategies as essential healthcare?
The amalgamation of data-driven methodologies and creative approaches is vital in the healthcare sector, as it merges analytical accuracy with inventive problem-solving to tackle intricate issues. Data-driven methodologies utilize insights derived from patient information, predictive analytics, and evidence-based studies to enhance care delivery, elevate outcomes, and customize treatments. This guarantees that interventions are accurate, effective, and specifically designed to meet individual requirements.

Conversely, creative approaches stimulate innovation, boost patient involvement, and enhance communication. They play a significant role in crafting impactful health campaigns, developing intuitive medical technologies, and producing educational resources that resonate with varied audiences. The integration of these strategies ensures a harmonious balance between scientific integrity and human-centered solutions, empowering healthcare providers to address both clinical and emotional needs proficiently. This collaboration is essential for progressing healthcare amidst rapid technological advancements and societal transformations.

What attracted you to the concept of Nudge Economics in healthcare marketing?
A ‘nudge’ refers to a discreet intervention designed to shape decision-making while preserving freedom of choice. Effective nudges are customized to align with healthcare professionals’ (HCPs) preferences, areas of expertise, and the medical history of their patients. When implemented at the appropriate moment, these nudges integrate smoothly into HCP’s workflow, facilitating improved decision-making. For instance, during the diagnostic process, a nudge may alert an HCP to potential drug interactions or recommend a financial assistance program for the patient currently being treated, thereby enhancing patient care, increasing adherence, and fostering greater trust with pharmaceutical companies. The integration of intelligent nudges within clinical settings can significantly enhance the effectiveness of pharmaceutical communications.

Elaborate on how Nudge Economics enhances efficiency in healthcare.
Nudge economics improves efficiency in the healthcare sector by subtly shaping behaviors to encourage better decision-making and resource allocation without the need for strict regulations. It utilizes insights from behavioral science to create interventions that steer patients, healthcare providers, and administrators towards optimal choices, thereby enhancing outcomes and lowering costs.

For instance, implementing default options, such as automatically scheduling follow-up appointments, can lead to higher adherence to treatment protocols. Sending reminders through text messages or applications can promote compliance with medication regimens and attendance at preventive screenings. Additionally, simplifying complex health information helps patients make well-informed decisions, thereby decreasing unnecessary procedures and emergency room visits.

For healthcare providers, nudges such as providing feedback on prescribing habits or comparing performance with peers can lead to greater efficiency in care delivery. On an administrative level, initiatives like opt-in organ donation systems can significantly boost participation rates.

How does understanding a physician’s motivations impact marketing strategies, and how can nudging improve decision-making among healthcare professionals?
twi Physicians are influenced by various factors, including patient outcomes, adherence to evidence-based practices, efficiency in time management, and opportunities for professional growth. Customizing marketing communications to align with these motivations enhances their relevance and impact. For example, highlighting how a product can enhance patient outcomes or streamline clinical processes can resonate with physicians’ objectives, thereby building trust and fostering engagement.

Nudging plays a significant role in improving decision-making among healthcare professionals (HCPs) by gently steering them towards evidence-based options while preserving their autonomy. Strategies such as setting the most effective treatments as defaults, utilizing peer comparison data, or simplifying the presentation of information can effectively encourage HCPs to embrace best practices. For instance, displaying prescription patterns of top specialists may motivate similar actions among their peers.

By comprehending these motivations and implementing nudging techniques thoughtfully, marketers can facilitate the adoption of innovative solutions by HCPs, enhance patient care, and support organizational goals while respecting their professional independence.

Can you discuss a scenario where a well-implemented nudge helped healthcare professionals significantly improve patients’ outcomes?
An example of this scenario is when a healthcare professional (HCP) is in the process of writing a prescription, and a notification alerting him to the patient’s prior allergic reactions to the medication he intends to prescribe.
– The patient is suffering from a condition that currently lacks effective treatment options; however, there are clinical trials available that could be advantageous for the patient. A reminder message appears on the electronic health record (EHR) system to inform him of this.
– During the test ordering process, a prompt may appear suggesting that the HCP consider an additional diagnostic test that could assist in identifying possible treatment complications.

Smart nudges present a valuable opportunity for pharmaceutical companies to enhance patient outcomes through effective engagement with healthcare professionals. As the future of healthcare marketing focuses on fostering stronger relationships with HCPs, the incorporation of smart nudges within digital health tools creates promising avenues for life sciences organizations to expand their brand-building initiatives.

What role does technology play when it comes to the implementation of these strategies in healthcare?
The healthcare sector has undergone a profound transformation due to technological innovations and artificial intelligence, resulting in a digital environment. Pharmaceutical companies are increasingly attempting to connect with healthcare professionals through digital means; however, this has resulted in an overwhelming amount of information. To mitigate this issue, it is essential to implement data-driven targeting and personalized communication strategies. Utilizing advanced technology that integrates AI, can facilitate the development of tailored prompts based on the data of patients and healthcare professionals, thereby supporting informed decision-making and timely interventions at crucial moments in patient care. One such technology is Doceree Triggers, which analyzes patient conditions in real time while adhering to HIPAA-compliant standards. It delivers accurate alerts to healthcare professionals (HCPs), ultimately enhancing patient outcomes.

What emerging trends do you predict at the intersection of healthcare marketing and behavioral economics?
Future healthcare marketing will rely on platforms that precisely target healthcare professionals (HCPs) and provide tailored experiences, thereby improving treatment outcomes and alleviating HCP burnout. By integrating nudges into clinical workflows, organizations can convey pertinent messages that improve patient care and foster trust among HCPs. As digital health technologies and artificial intelligence continue to evolve, the future of healthcare marketing will become more dependent on personalized, data-informed nudges, optimizing interactions and contributing to a more efficient healthcare system. Moreover, hyper-personalization is the future as it helps in delivering tailored, impactful content to individual HCPs.

Tell our readers how they can foster a culture of continuous learning and adaptation when it comes to nudging strategies.
Organizations should prioritize continuous learning and adaptation for effective nudging strategies by investing in education, training programs, and fostering a feedback loop. Open forums, brainstorming sessions, and workshops can spark diverse ideas and foster innovation. Pilot testing and recognition of employees who contribute to innovative initiatives reinforce the value of continuous improvement.

Give some advice to organizations looking to implement nudging strategies in their marketing efforts.
1. Emphasize Quality Over Quantity – In the current landscape of healthcare advertising, brands frequently assess their return on ad spend (ROAS) based on the number of healthcare professionals reached. While these metrics may indicate the level of engagement achieved, they do not necessarily ensure the attainment of the ultimate goal—improved script life outcomes—which can ultimately undermine the overall effectiveness of the campaign. Consequently, it is imperative for advertisers to design campaigns that not only generate significant impressions but also yield measurable business results that enhance brand loyalty.

2. Collaborate With the Appropriate Experts – As numerous new entrants assert their expertise in conveying the “right message,” pharmaceutical brands encounter difficulties in selecting the appropriate partner within today’s saturated and unpredictable market. To navigate this challenge, brands should seek partnerships with entities that are HIPAA-certified and possess a demonstrated track record of effectively delivering the right message to the right healthcare professional at the right time, all while adhering to regulatory compliance.