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Staying A Step Ahead: Advancements of Non-Personal Promotion in the Healthcare Industry

By Jamie Beckland | Posted on March 15, 2016

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Last week I attended the ePharma Summit 2016 in New York. It’s great to attend events like this where I can learn from leaders in healthcare about the ever-growing needs of the industry. While I was there, I had the opportunity to speak at a session on creating a unified global identity for healthcare professionals and patients.


I am always excited to see first hand the latest developments in digital marketing for healthcare. In an industry that is so tightly regulated, new advancements must be that much more innovated to handle the security and compliance the industry requires.

Throughout the ePharma event, several themes emerged as being high priorities going into this year. Building out support for ongoing patient care for chronic conditions was one of key themes. Learning how to manage mobile health data was another. Obviously, at Janrain, we’ve seen this increase in mobile accessibility coming for a long time. It’s been in full force across other verticals and now it’s time for healthcare to fully embrace this technology.

For pharma marketers, there was a focus on non-personal promotion (NPP). As restrictions on access continue to grow, NPP is becoming the prefered method to promote services and products for low-see and no-see doctors. Additionally, reaching HCPs through multichannel marketing efforts provides additional insight into the profile of prime HCP targets.

Although print will most likely never be replaced in this industry, the growing influence of digital materials has been noted. With that growth also comes the need to abide by regulations, ensuring that only the right individuals–HCPs–are able to access classified information.

Janrain has long recognized the importance of having a unified and secure identity for HCPs. We see a lot of potential in NPP as HCPs are continually constrained by new regulations. As NPP continues to grow, Janrain will continue to provide a secure and reliable platform to help companies connect with the right providers.

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About the author

Jamie Beckland

VP of Product

Jamie has been delivering custom web solutions for more than 10 years, and built his first social media community in 2004. Prior to Janrain, Jamie led the emerging media practice at White Horse, and has worked as a marketer and technologist with clients including Coca-Cola, Financial Times, Samsung, Wells Fargo, L’Occitane, The Brooking Institution, and many others. He frequently speaks about technology trends and writes for Mashable, Social Media Examiner, iMediaConnection, AdAge, and other publications.

View all posts by Jamie Beckland