Smart Healthcare Ad Campaign Management System

About our client

Our client is a software-as-a-service (SaaS) platform that adheres to HIPAA regulations, specifically designed for the healthcare industry. The platform offers mobile and web-based solutions to all participants within the medical community. The company is based in Atlanta, United States, and utilizes cutting-edge software technologies to address the challenges in patients’ access to timely care by streamlining healthcare delivery and communication processes. They wanted to create a medical campaign management system to ease the marketing of medical services and products. 

Healthcare campaign management system

It is a highly customizable solution developed for healthcare product vendors to power the analytics, marketing, and informational campaign generation processes across the community. 

The key highlights of the products are: 

• Serves as a medium to enhance therapy awareness and education to the medical community in a targeted fashion.

• Customized application-specific analytics and additional actionable insights throughout mobile and web apps.   

• Target-based marketing for better reach and streamlined marketing.

Why did the client want to build this campaign manager?

The healthcare campaign management system offers a valuable solution to medical representatives and vendors operating in the vast US market. One common challenge they face is establishing contact with physicians. However, with the healthcare campaign management system, vendors can efficiently promote their businesses to physicians, whether they are already familiar with or yet to be discovered, eliminating the need for face-to-face interactions. This innovative approach simplifies communication processes and enables vendors to reach their target audience more effectively. Additionally, it’s important to highlight that this client-provided project holds great significance for us, especially during a period of increased demand.

Development timeline

Research

The HPS team embarked on thorough research for their project, starting in the last quarter of 2018. They delved into market trends, user preferences, and technological advancements to gather valuable insights. This research phase laid the foundation for informed decision-making and set the direction for the project’s success.

Coding and design

With the research phase complete, the HPS team swiftly transitioned into the coding and designing phase. Beginning in early 2019, the team meticulously crafted the software, wrote code, developed algorithms, and designed the user interface. Their collaborative efforts and attention to detail ensured a robust and user-friendly product.

Launch

After months of dedicated work, the HPS team’s efforts culminated in the project going live. By the last quarter of 2019, the healthcare campaign management system was launched, ready to make an impact in the market. This milestone marked the successful implementation of their vision and the beginning of a new chapter in providing value to users.

Impact numbers

High Peak designed and developed an intelligent campaign management system that facilitates selective, targeted marketing to the healthcare community. 

As a result:

• We have gained a significant % users.
• Collaborated with numerous organizations resulting in their satisfaction with the outcome.
• Remarkably high increase in the rate of referrals evidences our growing reputation.

Challenges

Understanding the complexities of the US medical market

One of the key challenges faced by the HPS product team is understanding the complexities of the US medical market. The intricacies and dynamics of this market make it difficult to navigate and comprehend fully. Factors such as regulations, reimbursement systems, and the diverse range of stakeholders pose significant hurdles for our team. Successfully addressing this challenge requires in-depth research, continuous market analysis, and a deep understanding of the ever-evolving landscape. By overcoming this obstacle, the HPS product team can develop tailored solutions that effectively meet the needs of healthcare providers and deliver value in the highly competitive US medical market.

Technical challenge

During the implementation of our ad display feature within the feed, the HPS team encountered a minor challenge. The HPS-built Campaign Manager, developed in Java and utilizing a separate database, had to integrate with the node-based backend powering the feed and other referral management features. This hybrid setup initially led to some performance issues. However, through careful optimization and fine-tuning, the HPS team successfully addressed these challenges and achieved a seamless integration, ensuring efficient ad delivery within the feed while maintaining optimal system performance.

Evolving Campaign Manager Requirements

One challenge for the HPS product team is the evolving nature of the Campaign Manager. Initially, they implemented a different concept, but upon receiving the referral management software and its requirements, their perspective shifted. The requirements keep changing, causing continuous adjustments. The targeting component, initially basic, requires ongoing improvement as the team realizes the evolving expectations of customers. This dynamic nature of the Campaign Manager presents a persistent challenge, demanding the team to adapt and refine the system for desired results.

Solutions

The medical campaign management system is a powerful marketing platform that facilitates selective, targeted marketing to the care team members of the community. Our team at High Peak developed a supporting web application for the referral management platform to enable medical representatives and healthcare vendors to carry out their healthcare marketing campaigns to a high-quality target audience. Also, they have integrated all the mobile features in the web application as few organizations might not allow the usage of mobile for official purposes. 

It’s currently used by medical and pharmaceutical companies to market and sell pharmaceutical drugs and medical devices to hospitals and clinics. Moreover, these vendors also analyze non-sensitive medical data such as high-frequency patient visits, regions for maximum patient referrals, and hospital facilities to design marketing and sales strategies. The platform has the following submodules:

1.1 Campaign management

With invite-only access, registered vendors such as medical representatives, device manufacturers, or product distributors can leverage this platform to create different types of campaigns for their target audience depending on their campaign types, such as clinical trial marketing, education/ CME opportunity, event marketing, medical device technology, pharmacologic therapy marketing, therapy awareness, among others. 

These campaign types can then be targeted at various members of the community, such as physicians, allied health professionals, and admins. Moreover, the platform also assists vendors further by letting them decide on campaign placement and narrowing down their target audience by filtering the community members under multiple categories such as specialties, disease categories, and referral reasons. In addition to this, the vendors can also upload an image or video supporting the desired message.

As soon as the campaign details are in place, the platform estimates the number of impressions the set campaign would have corresponding to the budget/payment allocated. The drafted campaign is sent out to the super admin app for approval. Once the campaign is reviewed and approved by the global admin, it is published to the targeted audience. 

The campaign creation process includes several key steps. Firstly, users can utilize the search functionality to locate existing campaigns. To create a new campaign, they simply need to click on the “Create Campaign” button. Different campaign types, such as event marketing, medical device therapy, and awareness, are available for selection.

Also read: Robust Healthcare Referral Management System

Users can provide a campaign title and description and specify the start and end dates. The target audience can be defined by selecting specific channels, such as mail, or by choosing multiple channels for broader reach. Language preferences can also be set, along with location targeting. Custom locations can be selected from a map interface if the “Custom Location” option is chosen.

Once the payment is made and a campaign is submitted, it goes through a review process involving the referral management admin and super admin in the Super Admin application. In this application, all the campaigns are visible. Only after the super admin publishes the campaign, it becomes accessible to the targeted users.

The vendor’s role primarily consists of submitting the campaign. Once submitted, the campaign enters the “Awaiting Approval” status. It remains in this status until it is published by the loop admin. Once published, the campaign transitions to the “Running Campaigns” section.

The campaign management page serves as the hub for managing running campaigns. This page provides an overview of the campaigns in progress, allowing for efficient monitoring and control. Additionally, the transactions page is closely tied to the campaign creation process. Upon campaign creation, corresponding transactions are generated, enabling comprehensive tracking and analysis.

1.2 Transactions

The transactions page displays a comprehensive list of transactions associated with the campaign. Once a campaign is created, the corresponding transactions are generated and showcased on this page. It serves as a centralized view for tracking and analyzing transactional data related to the campaign.

1.3 Earn credits by inviting more care team members to the community

Vendors can actively involve physicians and other healthcare professionals in the community by personally inviting them through the sharing of a unique invite code. This code serves as a gateway for these professionals to join and participate in the community’s activities and discussions.

1.4 Documentation

The Document section in the campaign manager serves as a repository for vendor and clinical user documents. It includes specialty and disease categories, as well as referral reasons. These documents are accessible to clinical users through the mobile application. In the referral process, when a physician refers a patient to another physician, the referred-to physician accepts the referral and emails the patient with details such as the doctor’s information, location, referral reason, and relevant treatment information. Uploading multiple documents specific to diseases, such as cardiac surgery, allows for comprehensive documentation and reference materials for the referral process.

1.5 Product or Therapy

Additionally, this also helps physicians in referring a patient to a specialist. Often, in the health system or large hospitals, physicians don’t know the name of all the specialists working within multiple facilities. Hence, it gets very difficult for them to find the right specialist for their patient while referring. With product listings and documents associated with the accepting physicians, referring physicians can search for a specialist based on the product they are using or might have used in the past – instead of searching a physician’s name. Vendors can also review the reports on how many searches have happened over a specific period for their listed product. 

1.6 User management

The User Management function serves the purpose of managing users and their permissions. It enables the company to invite new vendors by providing their first name, last name, and email address while also granting them specific permissions. For instance, an admin has assistants who specialize in creating products, managing campaigns, or handling settings. By assigning these permissions, the company can invite new vendors or users.

Furthermore, the User Management function includes a settings section where various configurations can be made. Users can upload the company logo, and the logged-in person’s profile displays their first name, last name, and the uploaded logo. This functionality ensures efficient management of users and their access levels, along with personalized branding options for the company.

Technologies used

• Mobile- Flutter
• Front end- React Js
• Back end- Node.js and Java

What’s in store for the future

As we continue to develop and improve the platform, here are some of the new features our team is currently working on:

• Reports and analytics
• EHR integration
• Subscription plans

Want to see High Peak’s team in action? Let’s talk!