{"id":20460,"date":"2021-03-28T19:05:05","date_gmt":"2021-03-28T19:05:05","guid":{"rendered":"https:\/\/digitalhealthcoalition.org\/?page_id=20460"},"modified":"2021-03-30T18:11:19","modified_gmt":"2021-03-30T18:11:19","slug":"article-leveraging-kol-based-paid-social-drivers-march-2021","status":"publish","type":"page","link":"https:\/\/digitalhealthcoalition.org\/?page_id=20460","title":{"rendered":"Article: Leveraging Paid Social Drivers to Connect HCPs &#8211; Nadia Khatri &#8211; March 2021"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"20460\" class=\"elementor elementor-20460\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-aa44bfd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"aa44bfd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-9531db2\" data-id=\"9531db2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ff53978 elementor-widget elementor-widget-heading\" data-id=\"ff53978\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Article<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fef2a32 elementor-widget elementor-widget-heading\" data-id=\"fef2a32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Leveraging KOL-Based, Paid Social Drivers to Connect HCPs with Promotional Medical Education Content<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-ecd7c7d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ecd7c7d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-43d8caa\" data-id=\"43d8caa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c9222cc elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"c9222cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"far fa-calendar-alt\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6ca5ffc\" data-id=\"6ca5ffc\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d3fae2e elementor-widget elementor-widget-heading\" data-id=\"d3fae2e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">March 2021<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-4316cff elementor-widget elementor-widget-image\" data-id=\"4316cff\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1250\" height=\"709\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/leveraging-paid-social-drivers-scaled-e1616957277910.jpg\" class=\"attachment-full size-full wp-image-20466\" alt=\"leveraging paid social drivers\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be4f0e5 elementor-widget elementor-widget-spacer\" data-id=\"be4f0e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6edaf12 elementor-widget elementor-widget-heading\" data-id=\"6edaf12\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Leveraging Paid Social Drivers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a6f85a elementor-widget elementor-widget-text-editor\" data-id=\"1a6f85a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Paid social presents a growing opportunity to engage with HCPs beyond traditional channels such as print, email, and targeted display. Outside of purely endemic platforms, it is generally understood that HCPs are people too. Leveraging social media channels can build on their more \u201ccasual\u201d media engagement behaviors to increase overall unique reach. Leveraging peers or key opinion leaders (KOLs) can further amplify the impact of social media as an engagement driver.<\/p><p>In Q4 2020, BioPharm recommended an unbranded, paid social program as part of an omnichannel, non-personal promotion strategy to increase digital reach and engagement with promotional medical education content. A key part of our business challenge was to identify new channels that would fit seamlessly into the existing media mix, leverage existing strategic and creative direction (for speed to market), and increase unique reach with HCP targets with the end goal of driving awareness and traffic to the microsite for additional content consumption.<\/p><p>Performance exceeded forecast, as 33% of total HCP engagements were driven to the microsite from paid social ads running on the Facebook and LinkedIn platforms. Though they were coming from two very different social environments, these users spent a longer time engaging with the content when compared to those coming from other channels like targeted display, supporting that social delivers higher quality traffic as well. Variables such as message type and placement were also assessed, quantifying the added impact of this peer-based approach.<\/p><p>The impact of messaging on HCP engagement was assessed across four creatives: 2 KOL-based and 2 Disease State-based. \u00a0Resulting CTR was consistent across messaging type while all messages surpassed the benchmark CTR. Placement of the ads affected CTR as well; with the highest performers being those within the news feed. Again, these metrics outperformed benchmark.<\/p><p>Program results validated the theory that HCPs remain highly engaged with traditional \u201cwhite coat\u201d content, such as KOL focused promotional medical education, in more casual media spaces (furthered by the fact that most program engagement occurred on mobile devices).\u00a0 BioPharm plans to continue developing social media as an integral part of our omnichannel approach to HCP non-personal promotion.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee7fef6 elementor-widget elementor-widget-spacer\" data-id=\"ee7fef6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-9ff95e8\" data-id=\"9ff95e8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d8d204 elementor-widget elementor-widget-heading\" data-id=\"3d8d204\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">About the Author<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0792114 elementor-widget elementor-widget-image\" data-id=\"0792114\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/nadia-khatri-headshot.jpg\" class=\"attachment-full size-full wp-image-20473\" alt=\"Nadia Khatri\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/nadia-khatri-headshot.jpg 200w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2021\/03\/nadia-khatri-headshot-150x150.jpg 150w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e3a6f5b elementor-widget elementor-widget-heading\" data-id=\"e3a6f5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Nadia Khatri<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1317d9e elementor-widget elementor-widget-text-editor\" data-id=\"1317d9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tNadia works as the Director of Omnichannel Strategy at BioPharm Communications. You can learn more about her on\n<a href=\"Linkedin.com\/in\/nadiakhatri\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a>.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-029979e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"029979e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d0ed65 elementor-widget elementor-widget-heading\" data-id=\"3d0ed65\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">What to Explore Next<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e770a7b elementor-widget elementor-widget-image\" data-id=\"e770a7b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/11\/future-market-leader-600x400.jpg\" class=\"attachment-us_600_400_crop size-us_600_400_crop wp-image-16326\" alt=\"future market leader\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb8d9ac elementor-widget elementor-widget-heading\" data-id=\"bb8d9ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/digitalhealthcoalition.org\/article-agility-determine-future-market-leaders-meltmedia-nov-2020\/\">Agility Will Determine Future Market Leaders<\/a><\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db67790 elementor-widget elementor-widget-text-editor\" data-id=\"db67790\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tJustin Grossman recently led an internal forum on trends in the role of healthcare Marketing. <a href=\"https:\/\/digitalhealthcoalition.org\/article-agility-determine-future-market-leaders-meltmedia-nov-2020\/\" target=\"_blank\" rel=\"noopener\">Read More &gt;&gt;<\/a>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db96337 elementor-hidden-phone elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"db96337\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-b79ecb6 elementor-hidden-phone elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b79ecb6\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-269f7a9\" data-id=\"269f7a9\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2a8aff7 elementor-widget elementor-widget-heading\" data-id=\"2a8aff7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Subscribe<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1196963 elementor-widget elementor-widget-text-editor\" data-id=\"1196963\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Subscribe to our newsletter to get the latest insights &amp; 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