From Pins to Patients: How Pinterest Became a New Frontier for HCP Outreach
CMI Media Group recently collaborated with Pinterest and IQVIA Digital to execute the first-ever HCP campaign on Pinterest. With an emphasis on forward-thinking innovation and key user behavior insights, the campaign’s goal was to drive HCPs to educational RSV resources for a new pharma product, converting heightened awareness into meaningful and impactful site visits. We spoke with Lindsay Gidjunis, VP of Innovation at CMI, about this groundbreaking campaign.
What was the motivation for your client to consider Pinterest as a campaign partner?
Our goal at CMI Media Group is to continue to unlock new opportunities to drive better patient outcomes and to serve hard-to-reach HCPs where they are. When we uncovered the correlation between the increased related search terms on the channel, as well as the elevated HCP match rate, leveraging the untapped white space allowed the brand to strategically expand their digital touchpoints to capture HCPs not active on traditional channels, increasing awareness and strengthening the brand’s surround-sound media approach.
How are pharma brands thinking about Pinterest, and how have they been partnering with Pinterest so far?
Pharma brands are increasingly recognizing the unique potential of Pinterest, for both patient and provider. While pharma opportunities are new to Pinterest, the discovery-oriented platform has been gaining traction as a media channel that can expand reach and exposure to drive meaningful awareness, education and even site traffic. Pinterest allows pharma brands to not only focus on conditions and therapeutic areas but embrace education, patient journey support/management, health & wellness, etc., enabling a holistic view and health perspective.
Can you share some of the ways in which pinners use Pinterest for health, and how can pharma brand marketers use that information to reach the right audience?
Users (Pinners) are on the discovery-oriented platform to proactively seek inspiration, ideas and solutions – creating a unique opportunity for pharma brands to align with audience behavior and support health-related exploration. Pharma marketers can add real value by meeting patients at key health moments and supporting them across every stage of their health journey. At the same time, as evidenced by this campaign’s success and strong match rates: HCPs are consumers too. Health professionals utilize the platform with both a personal and professional mindset. Pharma brands can effectively engage HCPs with visually compelling, educational resources that support clinical decision-making, enhancing patient communication, and ultimately driving better outcomes.
What were the creative considerations for working with Pinterest? Did the creative need to be markedly changed or customized for this campaign?
This first-to-market activation allowed the brand to scale and activate on an additional non-endemic social channel with minimal creative lift, aligning with brand priorities. Repurposing video creative assets from existing social efforts allowed us to expand their surround-sound marketing approach, garnering further action to site. A notable highlight for all partners involved with this campaign was speed-to-market – one month from concept, CMI Media Group was able to help navigate all necessary creative conversations, retaining governance/regulatory approvals while also working in lockstep with IQVIA and Pinterest.
Thinking about audiences, how are you going about better understanding providers or patients, aka the people behind the campaign?The pinner experience is personalized and purposeful – so marketers need to ensure ads aren’t disruptive but additive to the user experience. Working with our partners at Pinterest and IQVIA Digital allows us to build pharma offerings and strategically uncover audience opportunities, discover trending behaviors and scale across diverse audiences that aren’t on other platforms.
Is health one of the main reasons people come to Pinterest, or are you looking to reach certain audiences when they aren't necessarily thinking about their health?Health and wellness topics are one of the main reasons users are on Pinterest. YoY search data shows significant growth in related search terms, as users actively use the platform to discover new ideas – not to scroll passively. As marketers, showing up for our audiences in these moments that matter, even when they aren’t actively thinking about a brand, helps build trust, relevance, and long-term engagement – positioning the brand as a helpful, credible resource throughout the health journey.
.jpg?width=640&height=360&name=IQVIA%20Innovation%20Summit%20Day%202_01%20(1).jpg)
