EVERMED FAQ

In the past, HCPs have been resistant to trusting pharma because most communication was viewed as an overt commercial. What has happened in other industries is now happening in pharma; companies are helping to educate customers, not just to sell to them. By truly educating customers, companies build trust, build loyalty, and have seen increased product adoption.

Sites like Medscape can and should be part of an omnichannel strategy. The downside of third-party platforms is that you continually pay for access while never truly getting all the data you need to provide insight into user habits. Driving traffic to a pharma-owned hub allows the pharma company to control the content and messaging, and to collect first-party data. This allows you to enhance the user journey, maximizing the quality of interactions.

Most of them do so for compliance reasons. And what connects these two platforms is data. For example, by using Evermed’s technology for both the Unbranded and Branded video websites, you can find out accurately and easily if and how many videos an HCP watched on the Unbranded content platform.

Using this information, you can then send an email and a notification to this HCP with a link to related Branded content on the Branded content website.

Most pharma companies have static portals. Even the companies that do have some dynamic content on their portals do not have a great user experience that is personalized to maximize engagement.

This is very much a business decision. Regardless of your preference, the user experience will be seamless, allowing an HCP to view the varied content available on your portal, and once they click on “Videos,” our platform will power the experience, dressed in the colors and fonts of your HCP portal.

This is a business decision on how you want your content structured and the overlap of experiences from HCPs. With Evermed, you can either have one specialty per hub, or multiple specialties. 

Think of a disease hub as your “Insights Generation Machine,” that attracts a wide HCP audience, expands your target list, enables you to reach more HCPs, and informs your team of the next step so that you can have a meaningful engagement between your field force and HCPs. At first, you’ll be focused on how many HCPs visit your platform, how many register, how many engage and for how long, and how often they come back. Once that is done, you can start testing the impact of adding content and the impact of that on intention to prescribe and on ROI.

Absolutely! The Evermed platform that drives patient hubs is the same technology back end that drives HCPs hubs. The main differences are in regards to content, traffic generation, and the potential reach of patient-facing hubs.

60 minutes of content, broken down into 3-5 minute videos.

Minimum of 20 minutes of content released quarterly, broken down into 3-5 minute videos. 

There are three sources of content:

1. Repurpose existing content: An example of that is cutting an existing webinar into 5-7 shorter videos. 
2. Create new content: Typically with the help of your creative agency. (We can recommend the top ones when it comes to video.) 
3. License content: From medical societies (especially useful for disease-related content).

3-5 minutes. Our data shows that HCPs watch in attention spurts of 5-15 minutes, and that having short 3-5 minute videos works the best.

We recommended mixing up the formats (video, audio, PDFs) as each person has a unique learning style. Market research (and our data) show that HCPs (like all of us) predominantly prefer video/streaming content. We live in a visual age, and video is the fastest-growing medium, with retention of 8x vs text.

Three types of videos work the best:

KOL/Expert driven videos: these should be about 80% of all of your videos. HCPs trust their peers and the more credible the presenter, the more trustworthy the presentation.

Animated 2D or 3D videos: 90-second explainer video for a new clinical trial, or a 3D mode-of-action video work well, and these should be about 10% of your videos. 

Patient-related videos: these should be about 10% of your videos, and cover different topics such as patient-HCP communication.

Disease-related content falls under two categories:

1. Typical disease-related clinical updates: Diagnosis, treatment guidelines and gaps, novel approaches, patient cases, drug categories.
2. Disease-shaping topics from your own strategic imperative slide. Examples: value of biomarker X, role of molecular target X in disease X.

Product related topics: efficacy, safety, mode of action, dosing and administration, patient support.

HCPs want a balance between disease- and product-related. We recommend disease-related content to be from 80-90% of your content, while product-related content to be 10-20%.

Disease-related content is always relevant to HCPs; it builds trust, generates insights, and makes them more open to branded content.

Evermed does not create content. That is typically done by the creative agencies (AORs). If your AOR’s forte is not content development, we can recommend video content partners. Evermed can help with content licensing, especially for disease-related content from medical societies. (We are a content-licensing partner of 37 international medical societies, including ACC, ADA, AAD and AHA.)

Yes. We can help you with the migration and make it easy.

Yes. This topic requires case by case discussion (as not all societies are open to that), but in general, most societies are willing to license their existing content.

You can use multiple channels to invite HCPs. Our clients typically use:

#1 Existing email lists. (We have the templates for inviting HCPs to the hub.)

#2 Media drivers, with the help of their media agency. This can include banners, search ads, social media ads.

#3 If you use KOLs to generate content, they drive traffic to your hub using their followers and channels.

While Evermed doesn’t supply a list of HCPs or drive traffic directly, our content hubs have been proven to create repeated engagement with users. Evermed has media partners that can help you bring HCPs to your hub. In the US, our partners can target individual HCPs with 95% precision (NPI level targeting).

Yes, it’s called a “Traffic Flywheel” and it leverages your existing content authors, who are both KOLs and DOLs, a strategy we’d be happy to share more on during a capability call.

Evermed is designed for repeated engagement. We use multiple modalities to achieve that: sticky user interface, intelligent notification system, email re-engagement engine, next-best-video recommender.

The “Email Re-Engagement Engine” is particularly powerful as it leverages a personalized content recommendation system to bring HCPs back to the hub, and create a habit of using the hub (similar to how Netflix recommends personalized content through email).

Evermed’s “Intelligent Email Engine” will email users with personalized content to build a habit of repeated engagement. There are also notifications within the hub to alert users of relevant or new content.

If the landing page has a clear and attractive outcome, and is HCP-focused, registration rate can be between 20% to 40%. The key is to continuously iterate and perform AB tests.

In addition, we have designed the hub in such a way that each video can be an entry point into HCP registration.

Yes and Yes! Our platform is designed to be global in nature, allowing you to have ONE platform for all countries around the world, yet adapt to local needs within specific countries.

For example, each country can switch specific content on or off, depending on their local needs and compliance rules. Each country can have their own platform managers who manage content, look at analytics, etc.

Yes. An Evermed-powered platform integrates with most CRM systems you are using. We can even integrate with multiple CRM systems across different regions. 

Data from all of the channels typically flows to a CDP (customer data platform), including the data from your Netflix-like platform powered by Evermed. We are NOT a CDP company. Most pharma companies have already invested in a CDP platform that we will integrate with. 

Data from all of the channels typically flows to a CDP (customer data platform), including the data from your Netflix-like platform powered by Evermed. We are NOT a CDP company. Those would be companies like Tealium, and it’s likely that you already have a CDP platform which we can integrate with. 

Evermed’s proprietary AI powered recommendation engine has been purpose built for recommending medical content.

Its principles are similar to those Netflix uses to recommend your favorite shows and it has been further refined specifically for understanding unique preferences and tastes of HCPs and patients.

Yes, our platform can accommodate slides, PDFs and infographics. Those are usually supporting materials for video and audio presentations. HCPs love their slides.

Definitely, that’s one of the big benefits of licensing. You design the platform based on your needs, while leveraging our deep expertise in an HCP-specific UX/UI, ensuring your platform is not only beautiful but effective as well.

Yes, our platform has snap poll capabilities which you can customize however you want.

Yes, our platform has a comments section which can be used for asynchronous conversations and knowledge sharing between HCPs and KOLs on the platform.
 
This is powerful engagement feature as it can leverage content to transform your hub into a true peer to peer community. 

Our platform is industry-specific, purpose built for licensing and it has had the luxury of continuous, modular development by our world class team. That’s why it can be up and running in 30 to 90 days, while accommodating all of your customization desires. The platform is also secure, compliant, and enterprise-ready.

Yes, we have done several projects in China and we can serve the content anywhere globally, including China, without the need for VPNs.

Our platform is available in eight languages today (English, Chinese (Mandarin), German, French, Italian, Spanish, Portuguese, Russian) and we will very soon have the platform translated in 15 languages, as well as an ability to serve the content globally.

That’s up to you and depends on the HCP engagement strategy you choose. The benefit of registration is that we can personalize the content for HCPs in the same way that Netflix requires us to be registered in order to personalize content recommendations. Evermed can support both gated platforms and non-gated platforms.

The content will appear in Google search (so there is an SEO benefit), even if you decide that HCPs will have to register to get access to all content.

That means that HCPs can discover the platform organically (Google search), watch 1-2 minutes of each video, and only then be asked to register to watch more.

Yes, HCPs can share content via email or via the most popular social media platforms. Once content is shared, the recipients have the ability to preview a small part of that content before registering. You can track the performance of shared links.

We have an upvote feature that helps surface the most relevant questions and comments. Ability to rate the content is a customizable feature which can be deployed to your platform if you so desire.

Yes! We have Expert Pages, where each KOL has their own profile page with presentations they participated in and their online professional information. Expert Pages provide one more mode of navigation for HCPs on your Evermed powered platform.

No, this effectively becomes your platform, in your own colors, look and feel. Evermed is powering the platform under the hood and we are happy to stay under the hood. Think of Evermed as a Ferrari engine for your custom built car. 

4 things:

1. Modern, Netflix-like user interface
2. Personalization Netflix-style content recommender
3. Repeated Engagement through an AI-powered Email Engine
4. Individual level 1st party analytics that you can integrate with your CRM and CDP systems and use as a daily feed for your next-best action.

Yes, you will have access to both a real-time analytics dashboard and regular analytics reports. 

Yes, you will be able to gain deep insight into an individual HCP’s viewing behavior and be able to integrate that data to other systems to get a 360 view on each HCP. In addition, you will have aggregated analytics to be able to notice trends and patterns. 

Your content hub will collect usage data from users as well as content, so you know what each user does as well as how each individual piece of content performs. Examples of this include clicks, views, length of engagement, most popular content, requests for MSL/rep calls..

Yes, Evermed segments data per country or per region.

That is built-in functionality and We do recommend using NPS and satisfaction types of surveys, as well as surveys that ask HCPs to propose new features or content.

Engagement results depend on many factors that go beyond the technical capabilities of the hub, such as quality of content, credibility of presenters, overall content strategy, and media drivers.

However, with use of best practices, you can expect a 20% to 40% registration rate (from visit to registrant), as well as ~30 minutes of content being consumed within the first 2 months (on average), with an additional 10+ touch points generated per each HCP. As a reference, a typical pharma website gets only 1-2 minutes of engagement per HCP per month. We’ve seen best results coming from continuous iteration and AB testing.

Outside of engagement, there are other KPIs to track and every pharma client defines them a bit differently. (Our rollout guide has best practices on this important topic).

HCPs typically watch content in attention spurts from 5-15 minutes in length, done at different times during the day and often also in the evening. They watch it both on desktop and mobile, with about 50/50 split.

New channels, such as personalized HCP hubs, can be a competitive advantage if you start earlier and administer it properly, especially given that there are many points of differentiation, like content, credibility of presenters, and media drivers.

From a technical perspective, you can share that data with whomever you choose. In our experience, compliance teams don’t want sales representatives to see exactly what HCPs watched, but they can receive a trigger from the CRM system that it’s the right time to reach out to an HCP, leading to a more relevant and meaningful HCP interaction for reps.

A.  To give you a price we would need to scope the project properly. However, we can share with you our pricing structure:
     a.   one-time setup and configuration fee, plus an annual subscription fee for use of our technology, similar to any enterprise software licensing, like Veeva and others.
     b.   Pricing is per country/region, per hub.
     c.   Number of HCPs and content are unlimited.

B.  As for the functionality, we offer three levels, depending on where you are in your digital journey.
     a.   To make the implementation easier for your clients, we also offer professional services, such as end-user tech support, as well as dedicated implementation and management services (someone who can add content, prepare analytics reports, manage tagging).

It’s similar to licensing any other software.. After we sign an agreement, we would:

1) Have a kick-off meeting to share the scope of work with all stakeholders

2) We go back and do our magic.

3) In 30-90 days (depending on the complexity of the project), you have your own Netflix for HCPs.

That all depends on how much customization you’re looking for. Schedule some time with us to share what you’re trying to achieve.

We currently work with 9 of the top 10 pharma companies. We are experienced and comfortable working with large enterprises. Our technology is compliant, secure and scalable, and we have gone through multiple 3rd party risk assessments, security assessments (like penetration tests), and technology audits. 

Typically commercial/brand teams, medical teams and digital/omnichannel teams working on a Country/Regional/Global level.

Evermed is compliant with GDPR (which is the toughest standard across most countries), and at the same time, if you license the platform from us, you will be able to set the privacy rules based on different country requirements, as well as your company’s requirements.

As a pharma-owned asset, your organization is the data controller and we are considered to be the data processor.

Doing nothing. Building/coding platform from scratch. Building your own hub using components from the general-purpose CMS platforms like Drupal or Adobe or Magnolia.

We do NOT recommend pharma companies build software because that is NOT their core capability, in the same way that Michael Jordan’s core capability was basketball (which showed up when he switched to playing baseball).

Building usually requires massive effort, a lot of time (around 2 years typically), and results in inferior user experience, inferior code base, high cost especially when scaling, diminished performance, and inability to add new features and maintain the platform’s security.

In a nutshell, with Evermed you can be up and running in 30 days, while a general purpose CMS still requires 18-24 months of building (front end app, back end app, AI recommender), coding and customizing, as well as a team of 20+ developers to execute.

In addition, general-purpose CMSs are not optimized for delivering video content at scale and doing it for the pharma industry. A number of our clients went through the journey of using CMSs before they decided to work with Evermed.

In contrast to that, Evermed is industry-specific, compliant, video optimized, with a pre-built AI-recommender as well as a tried and tested, Netflix-like front-end user interface, and can be up and running in 30 – 90 days.

Kaltura/Vimeo/BrightCove are general-purpose video hosting solutions. They are good if you have a team of 15+ developers, want to BUILD your video hub almost from scratch, run an RFP, and then spend 1-2 years building and coding. Evermed has a pre-built, ready-out-of-the-box, industry-specific HCP engagement hub which can be up and running in 30 days with a Netflix-like user interface and AI-powered personalization algorithm.

3 main differences:

#1 HCP portals are mostly static – images and text

#2 HCP portals are not personalized (and HCPs are clear that they want personalized content). Our hub is Netflix-like, with an AI recommender behind it.

#3 HCP portals have a non-friendly user interface, usually requiring 4-5 clicks just to get to see one video. Our user interface is our key strength. It’s intuitive and easy to use.

With that said, if a pharma company has a broader HCP portal with other useful info for HCPs (outside of the educational video hub), Evermed can be embedded into such an HCP portal.

Our solution is flexible. We can either integrate into your HCP portal or be a dedicated new hub.

The answer to your question depends on 3 things:

1. Are you satisfied with the user experience on your HCP portal?
2. Are you satisfied with your results in terms of visits and repeated users?
3. Is there any major reason to keep the HCP portal? For example, if your portal is part of a bigger internal project OR the portal contains other info (e.g. patient services, medinfo).

Our platform is the only platform built specifically for the life-science industry, pharma and HCPs, having the functionality they need, as well as the privacy and compliance standards required by industry. This gives you speed and peace of mind, as the platform can be up and running in as little as 30 days.

With YouTube, you can’t control whether HCPs are watching the content, and you can’t control ads and pop ups – both of these can lead to your legal and compliance teams not allowing videos to be shared on YouTube.

We use the term Netflix because it encompasses distinctive Personalization and AI recommender features, and that the platform is about on-demand video.

YouTube has user-generated content, so we don’t use that analogy.

Video, BrightCove, Kaltura – there is a separate answer about that.

We are not. LMS is great for structured learning, where you create courses, with modules and chapters, and expect HCPs to go through learning paths. HCPs are not used to going through online courses designed by pharma, but there are use cases for that.

Our solution offers HCPs the ability to consume educational content through a bite-sized, short-form video library, at a time they want (on-demand, convenient), with content finding them easily and fitting into their busy lives, answering their typical questions such as “what’s new in my specialty?,” “why should I know that?,” “How can this NEW medicine help my patients?” and “Where do I learn more?”

Great question.

Live webinar platform – you need it for Live events online (training, webinar).

Evermed is an on-demand engagement hub – asynchronous, convenient learning in the form of engaging content, which is innovative and preferred by HCPs. Evermed offers HCPs the ability to consume educational content through a bite-sized, short-form content library, at a time they want (on-demand, convenient), finding them easily and fitting into their busy lives. It answers their typical questions such as “what’s new in my specialty?,” “why should I know that?,” “How can this NEW medicine help my patients?” and “Where do I learn more?”