Ogilvy Health Pushes Deeper Into Data, Programmatic

Ogilvy Health has formed a partnership with Doceree, a global network of physician-only platforms for programmatic marketing.

The deal, announced last week, aims to enhance the Point of Care campaign available to the agency’s clients and partners. The goal is to advance audience targeting, measurement and reporting capabilities for marketing initiatives.

The alliance between Ogilvy Health and Doceree focuses on the North America market, but Ritesh Patel, executive vice president, chief digital officer at Ogilvy Health, has high hopes for the partnership and plans to expand it from the initial rollout in the U.S. to other parts of the world within a year. 

Agencies have become increasingly vocal and open about their health data and care-related partnership.

This is another example of how partnerships strengthen digital exchanges, so physicians receive the needed information to deliver the highest quality of care to patients.



As the future of pharma marketing brings transformation to communications with electronic health record (EHR), e-Prescribing (eRx), telehealth and secure messaging platforms between physicians and pharmaceutical companies, Doceree’s programmatic marketing platform streamlines interactions across those channels adhering to regulations.

Marketing to physicians is very different than marketing to consumers. Point of Care platforms have emerged as an online medium to reach physicians.

The collaboration with Ogilvy Health will take advantage of real-time programmatic targeting.

Healthcare has become increasingly transparent in the sector's strategy to improve service through electronic processes.

In May, Google struck a deal with the national hospital chain HCA Healthcare to develop algorithms using patient records. The companies announced the deal Wednesday.

The partnership between HCA Healthcare and Google Cloud, which will rely on customer data, aims to create a secure and dynamic data analytics platform for HCA Healthcare and enable the development of next-generation models focused on insights and improved workflows.

At the time of the announcement, HCA Healthcare said it will protect patient privacy and secure the data, using information from 32 million annual visits. The idea is to identify opportunities to improve care, as well as support its 93,000 nurses and 47,000 active and affiliated physicians.

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