Philadelphia, PA- During this year’s Digital Pharma East conference, Stephanie Katzman, a healthcare strategist at LinkedIn, announced that the number of HCPs had grown from 3.5 million last year to over 5 million in the US alone and over 9 million globally in 2015.
During her talk Stephanie stressed that the value proposition of LinkedIn in your marketing mix is found in LinkedIn’s microtargeting tools. As a result, LinkedIn is particularly interesting for oncology products with small patient populations. Through the use of LinkedIn’s powerful targeting tools, oncology companies can focus on tumor-specific specialists and reach them with a mix of company pages, InMail messaging, retargeted display media, and promoted status updates. These targeting tools are reason enough for reaching HCPs who have small patient populations; however, the value of LinkedIn for the industry is compounded by not requiring a minimum spend, making test-and-learn programs an efficient way to build ROI for oncology companies.
Most importantly, Stephanie stressed that the key to success in this channel is to put yourself into the mind-set of your audience and to generate content that will be valuable to that audience directly. Key to this is to avoid, at all costs, looking as if your content is a traditional advertisement. Stephanie’s advice fits well with a digital strategy focused on producing valuable content in an authentic voice.