Kamya Elawadhi Of Doceree On The Future Of Adtech

If I could start a movement, it would focus on accessible and preventive healthcare for all. The “Health for Humanity” initiative would strive to deliver affordable healthcare services, advocate for preventive health measures, and enhance global awareness regarding wellness. This movement would utilize technology to facilitate telemedicine, provide complimentary health education, and implement community-based healthcare programs, particularly in areas that are underserved. By emphasizing preventive care — such as vaccinations, nutritional education, and mental health resources — we can alleviate the strain on healthcare systems and enhance the quality of life for countless individuals. Collectively, we can work towards ensuring that good health is recognized not as a privilege, but as a fundamental right for everyone

We had the pleasure of interviewing Kamya Elawadhi, the Chief Client Officer and a founding member of Doceree. Kamya is a visionary leader who has created an unparalleled client experience. With her exceptional skills, Kamya has successfully delivered remarkable growth for the company. Her passion for advertising started at a young age, and she was always captivated by the power of 30-second stories that sold dreams. This passion for advertising propelled her into the industry and beyond, leading her to tackle one of the most stagnant areas she encountered: healthcare marketing. Seeing the digital lag in the healthcare sector compared to the consumer brands she adored, she leaped into the entrepreneurship journey with Doceree aiming to revolutionize how we think about healthcare marketing. Kamya is a confident leader who is determined to create a lasting impact in the industry.

Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I hold a degree in Journalism and Mass Communication, however from an early age, I developed a strong interest in advertising, drawn to the compelling nature of 30-second narratives that evoked emotions and inspired aspirations. This enthusiasm for advertising guided my entry into the industry, where I sought to address one of the most stagnant sectors I encountered — healthcare marketing.

Throughout my career, I have had the honour of collaborating with several prestigious organizations, including HS Ad and McCann World Group. Over the years, I have engaged with over 30 global brands across both healthcare and consumer markets.

Recognizing the digital disparity in the healthcare industry, I embarked on an entrepreneurial venture with Doceree, with the goal of transforming perceptions about healthcare marketing, while solving the most pressing issue in healthcare — affordability.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Looking back, I’m reminded of this funny incident from my advertising days when I was requested by one of my clients to turnaround a creative campaign overnight. Coincidently, it also happened to be my first day at the organization. Regardless, I finished the first round of the creative campaign and shared it with the client by 8 pm. As it turns out, it was rejected, and I was asked to rework and present it again by morning.

The entire team worked hard and completed the second round by 2am. We then asked the client to wake up at 2am and listen to our presentation. I started my presentation by stressing on the idea that if it’s important for agency partners to work the whole night to present a time sensitive campaign, its equally important for client to share their feedback at the earliest to ensure successful delivery of campaign. Later I discovered, the person I woke up for feedback was the CMO of that group.

That day I learned, never be afraid to stand for yourself. I think my client learned, respect work life balance of your vendors/ partners.

Funny thing, few years later, he hired me in his team to co-lead marketing for a consumer retail brand that had 750+ stores across India.

Thank you for that. Let’s now shift to the central focus of our discussion. What do you believe will be the most significant technological advancements in ad-tech over the next five years?

The ad-tech domain has experienced significant progress over the last few years, driven by changes in privacy laws, the integration of AI, and shifts in consumer behavior. I expect this shift to become even more pronounced over the next five years.

Utilization of AI and machine learning should spur the creation of highly tailored advertising campaigns through the analysis of extensive user data, including preferences and online activities. This would then allow for the prediction of consumer actions, thereby enhancing the optimization of ad placements and content. Furthermore, real-time bidding and programmatic guaranteed transactions will become more sophisticated, providing advertisers with improved return on investment and greater transparency. Additionally, enhanced algorithms will also allow for precise targeting of micro-segments.

Currently, we’re seeing the ad-tech industry complying with regulations such as GDPR and CCPA, promoting enhanced data security and user consent protocols. Companies are increasingly amalgamating marketing tech with ad-tech departments to create comprehensive customer data platforms and omnichannel strategies. I expect this to continue in the future, and for these developments to create a more personalized, efficient, and privacy-conscious advertising milieu that’ll satisfy the needs of both advertisers and consumers.

How is artificial intelligence changing the landscape of advertising technology, and what potential does it hold for the future?

I am bullish about the role of artificial intelligence in advertising technology, particularly in healthcare marketing, due to its capacity to improve communications between healthcare professionals and patients, provide tailored patient experiences, and improve outreach effectiveness. However, I do harbour some concerns about the ethical implications, including data privacy issues and the potential for miscommunication. As such striking balance between innovation and maintaining patient trust will be crucial in this evolving landscape.

I firmly believe that the healthcare ecosystem, particularly the community of healthcare providers, face significant challenges due to information overload caused by the incessant barrage of inefficient advertisements. This constant influx disrupts their focus and impairs their decision-making ability. We have recently adopted and introduced the concept of ‘Doceree Nudges’, that aims to equip healthcare professionals with only pertinent messaging integrated into their workflows. The idea is to empower HCPs rather than overwhelm them, utilizing the most effective and ethical applications of artificial intelligence. We aspire to build upon this concept and inspire the industry to embrace the principles of responsible advertising through AI.

What are the biggest challenges currently facing the adtech industry, and how can they be addressed?

Marketers globally face an immense influx of information, yet their ability to access, retain, or utilize this data is often constrained by time limitations. Research by Fraser and Dunstan suggests that attaining expertise in a specialized field, such as cardiac imaging, could take over 11 years if physicians were to read 40 papers each day, with an additional eight years required to stay updated on new publications. This deluge of information hampers healthcare professionals from keeping up with advancements, ultimately affecting their ability to deliver optimal care. Considering this challenge, Doceree has introduced advanced AI-driven solutions designed to improve communication among healthcare providers. By optimizing point-of-care messaging, Doceree alleviates the burden on healthcare professionals, allowing them to access relevant information more effectively.

Can you share a case study or example of a groundbreaking ad-tech innovation that has had a major impact on the market?

A leading global pharmaceutical brand was facing difficulty in spreading awareness about their newly FDA-approved drug and vaccine for treating osteoporosis in postmenopausal women at high risk for fractures. We, at Doceree, executed a combined POC display and trigger-based messaging campaign to boost HCP awareness about the drug and vaccine’s benefits, efficacy, and dosage guidelines.

Result — there was a 27% increase in total prescriptions, a 35% increase in new prescriptions, and a 57% increase in new-to-brand prescriptions, resulting in 571,000 impressions over a four-month period. With a cost per HCP of $23, the campaign effectively reached 89% of the intended audience. By implementing such targeted, display and trigger-based messaging campaign, the brand witnessed a remarkable surge in total prescriptions and significantly boosted new-to-brand prescription, overall improving the healthcare outcomes.
While this is just one of the many cases that our POC offerings has solved, we strongly believe the innovation has a potential to significantly uplift the overall healthcare ecosystem and improve patient outcomes like never before.