Banner ads, whether animated or static, were sent to the full target list. Personalized and micro-segmented content was not yet an industry-wide standard in this medium

Additionally, banner ads were predominantly built in Flash, but web browsers started to ban Flash due to security risks, rendering many banner ads blocked and invisible

Flash also resulted in banner ads being weighed down and grainy; size limitations made it difficult for advertisers to flex creatively through animation, necessitating that many ads be simple and/or static

Banner ads can be personalized at scale across platforms and devices, where copy and design elements are dynamic, carefully mixed and matched, and tailored by microsegment to deliver the most meaningful content

Now based in HTML5, there’s more creative flexibility for banner ads, including complex and enticing animations that are supported by all browsers

With most users being mobile-first, and with an increase in geotargeting mobile devices, the industry is now prioritizing mobile banner ad creative sizes, allowing ads to meet audiences where they are in their unique journey

Tutorials were a no-brainer for healthcare marketers looking to make HCPs more knowledgeable about products and their benefits. The more interactive the experience was, the more educational it became

Presentation slides broke down complicated information, helping reps convey key product features in an easily digestible format through a step-by-step guide 

Voiceovers were included in presentations to supplement the slides and help create a more personal feel

Today, tutorials have moved well beyond presentation slides and are delivered using video, 3D, 4D, and other highly interactive executions that offer depth and breadth of information in a way that’s easily consumable and memorable

In addition, capitalizing on VR, AR, and 3D tutorial experiences allows customers and the field to see and immerse themselves in product details, mechanisms of action, and respective benefits, all up close and in a more realistic and microscopic format 

The world of face-to-face HCP selling took a giant leap forward with the advent of app-based resources and digital asset libraries, supplementing and even replacing the classic slim jim or leave-behind sales aid 

But, the early days of app-based sales were not entirely seamless. Data was stored locally, which meant that anytime a new asset was added or information was changed, reps had to download a new version of the app. This was a time-consuming process that required access to WiFi, which was often inconvenient for many reps on the road. Sometimes the updates even delayed or disrupted sales calls

Additionally, sales reps did a lot more guessing on which journey to take their customers on via the app, manually picking the best content to present 

The next evolution in F2F sales tools arrived with dynamic and intuitive iVisual Aids that use cloud-based data storage for quick and easy updates and better version control

Today’s reps leverage advanced segmentation and data collected through customer relationship management (CRM) systems to optimize detailing experiences, leading to more meaningful conversations that are most relevant to the HCP journey

iVis Aids offer sales reps the ability to be more nimble and agile with quick access to extensive information on drug and product details. Reps can pull up the most relevant content in real time to help fuel HCP conversations and drive higher ROI

In-person exhibitions and conference booths were at the forefront of experiential marketing, offering brands the ability to teach HCPs how their products work through interactivity—and Propeller played a part in developing the content and branding the experiences

In addition, conference booths were home to some of the earliest ventures into virtual reality (VR), allowing brands to put their products on display for HCPs to interact with in real time in procedure-like settings using headsets

Propeller also created apps that were accessible via iPads placed inside conference booths, allowing customers to learn more about the products 

With the virtual events market expanding at a compound rate of nearly 24%, Propeller is prioritizing experiential in new ways, creating learning platforms and experiences for HCPs that are designed to offer even more features and benefits than in-person conferences (GVR)

These one-of-a-kind experiential learning platforms offer HCPs an opportunity to access on-demand professional education tools from globally recognized thought leaders and doctors at their convenience

On-demand 3D product simulations are now integrated into these virtual experiences, allowing HCPs to test the product in real time in simulated surgical procedures 

Experiencing a product and its benefits in real time has always been a key marketing strategy, but adapting this concept to fit into the virtual environment makes it easier for HCPs to access and interact with them whenever, wherever. We predict ongoing innovation within experiential across social and digital. 

In the early years of social media, reaching HCPs on more personal platforms (at the time, Facebook and Twitter) was not the standard

Even though HCPs were on these platforms for personal consumption and connection, the power of social was not tapped into in its fullest

To that end, marketers leaned heavily on professional networks—such as LinkedIn and Doximity—to reach HCPs through an organic post from the company or organization page, as well as through targeted paid posts

Today, we aim to reach HCP customers where they are in more meaningful and personalized ways. HCPs are heavy social users, with more than 90% using some form of social media (NCBI), making it an ideal environment for talking to them authentically

Social platforms and their various products have accelerated in popularity and use. For example, TikTok, Snapchat, Instagram, and Clubhouse are newer to the market yet have unmatched engagement when it comes to unique users and time spent, with the average person spending 2+ hours every day on social media

Social engagement is also another rising opportunity for reps to strengthen their relationship and meet their HCPs where they are, posting relevant content that lives in their Facebook or Twitter feed and/or sent in a direct message. It also elevates the rep authority and expertise in the space in the eyes of the HCP

In such an ever-evolving space with robust opportunities to target and connect with HCPs, more and more healthcare companies will continue to use social, finding creative ways to blend professional and personal content

Putting the HCP customer front and center has always been the name of the game at PROPELLER, but back in 2006, website technology limited how effectively we could deliver a targeted and, therefore, truly meaningful experience

While emails and other channels have enabled customization for years, personalizing a website has proven more challenging due to it being a single, shared destination across audiences as well as a self-guided experience

In 2006, websites were coded from scratch, using basic tagging to track user behavior—and while SEO was prioritized, strategies around search optimization were fairly simple and straightforward across the healthcare industry

Simply, this meant that websites were a one-size-fits-all experience—not able to easily “know” what a visitor was looking for and deliver the relevant and timely content that made them feel valued

Today, PROPELLER is thrilled to see the growing use of platforms that support the ability to personalize websites to each user, much like we have been able to do via other channels for years

Whether a visitor is sitting in Mumbai or Memphis, cookies and advanced data collection allow us to know where they are coming from literally as well as metaphorically. Are they a new or frequent visitor? What page do they visit most often? What website or search engine terms brought them here?

Content management systems combined with next-level tagging allow us to create an exclusive, one-on-one custom experience based on each visitor’s background, behavior, interests, and needs

Whether your audience is orthopedic surgeons, dermatology NPs, or eye care professionals, PROPELLER knows how to segment, nurture, and engage them to optimize their experience and develop loyal customers