The first step in preventing a breach of the ABPI code when targeting HCPs is to build campaign target audiences, using social ad platforms that are highly focused and specific.
This sounds like a very obvious statement, but it is not achieved by just simply including a number of audience attributes that a social user could possess (such as job title, age, qualification). Instead, it should be a combination of multiple (5-6 minimum) very specific nuances and attributes in order to assume they are part of the focused HCP audience intended for targeting. This could include job title, memberships, interests, experience level, specialisms, or specific keywords in their social profile.
The next step is to consider the ad format, how it is interacted with and the potential or ability for it to be shared outside of this closed group, ensuring that this is not possible.
Because of the nature of the content being produced, social media channels might not be the best possible platform to host the full piece of content. However, social media platforms can still be used by brands as a tool to capture a HCP’s attention and drive them to a brand’s owned channels such as websites, apps, eLearning platforms or self-led detailing aids.
In these cases, healthcare and pharma brands can still produce content and social assets targeted to the HCP audience and deploy the targeting methods above on the social channel but the ‘promotional’ product specific content is hosted by their own channels and accessed via a landing page where the user must confirm they are a HCP or even gated, requiring a specific membership to access.