Healthcare brands face challenges in reaching healthcare professionals (HCPs). Medical journal platforms are crucial for effective engagement due to their trusted content and specialized audiences. However, relying on individual publishers leads to limitations such as restricted reach and audience fragmentation. Many HCPs consume content on multiple platforms, making single publisher reliance detrimental for campaign success. Additionally, individual publisher campaigns offer only basic metrics, lacking deeper insights. In contrast, using a network that aggregates data across multiple publishers can enhance reach, diversity, and effectiveness of marketing campaigns.
“An individual medical journal platform, regardless of reputation, covers only a narrow segment of HCPs. While certain publishers may specialize in targeting specific specialties…”
“Relying on a single publisher can reduce a brand's ability to engage HCPs at different touchpoints, lowering frequency and consistency—two key factors for campaign success.”
“Campaigns run on one publisher typically deliver only basic metrics such as impressions, click-through rates, or page views. While useful, this information lacks the richer, contextual insights.”
“A platform or network that provides access to multiple medical journal publishers and insights can unlock significantly greater reach, diversity and scalability.”
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