Empowered Patient Podcast Digital Advertising for Patient Outreach Overcomes Challenges of Targeting for Healthcare and Pharma Companies with Matthew Hedberg Semcasting
Matthew Hedberg is the VP General Manager of Professional Services at Semcasting a data-as-a-service company working with health insurers, agents, CCOs, PPOs, hospital networks, and pharmaceutical and medical device manufacturers. Carrying a SOC 2 Type II certification, Semcasting is helping clients determine how to use the information they have and enhance that data to incorporate it into a digital program for patient outreach and education of targeted audiences.
Matthew explains, "There are significant timelines as well. Even if we are scoped to receive data for a particular project from a particular brand, it may take weeks or months to get the necessary additional approvals to receive certain levels of patient or member information for a particular project. This is just as an additional layer of safety and concern to make sure that patient data is protected and isn't circulating around amongst any players who aren't required to see it."
"One of the more specific tactical tools we developed back in 2018 was the idea of utilizing IP addresses as an advertising efficiency to reach patients, utilizing publication by Wi-Fi within the particular physician offices. What we realized, especially when we're looking at recruiting for clinical trials, is that this decision is necessarily incredibly complex to understand, even if a patient is wonderfully adept at researching their own healthcare condition. So, what we decided to attempt in there was how can we provide a certain message about the availability of a particular treatment to a patient but also allow them to do so in a window where they may be able to have a conversation with the physician about all of the complexities that may surround this particular decision."
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