Kids love to build. Previous generations’ Lincoln Logs and Tinker Toys were supplanted by Legos, and Legos currently share the construction sphere with digital games like Minecraft. Despite the shifts in technology, the activity remains beloved. There’s something triumphant about taking singular parts and creating a whole, a sensation of accomplishment and success.
Children might not fully comprehend that end result, but it’s something pharma marketers strive for and often struggle with. How can you take the parts and pieces of information at your disposal and create something great?
This year provided new insight to that very question. We know that digital marketing is here to stay, but the building blocks to successful campaigns rely heavily on one foundation: knowing as much as possible about your targets by using audience identity technology.
The more granular you can get with that information, the better equipped you are to design effective email campaigns, curate website content in order to drive ROI, and contain marketing costs by focusing on verified, high-value HCPs.
The more you know about your audience, the better equipped you are to design effective marketing campaigns.
Even better news? Now, with further advancements, you can actually follow HCPs on their “digital journey” as they migrate from your site to others – establishing a virtual ecosystem of medical websites. This new technology is revolutionizing opportunities for pharma marketers in a way they’ve never seen before.
Here is a synopsis of how email and audience identity integrate and build upon each other to shape those opportunities.
4 Reasons To Move Email Up The Pharma Marketing Ladder In 2018
With the advent of new digital platforms and technologies, it’s not a stretch to think email is past its prime in the digital marketing sphere. The truth is, email is a highly valuable channel with which to communicate for these four reasons:
1) Physician-level website data fuels highly efficient email campaigns. Audience identity technology “tags” each HCP who visits your website and captures name, NPI number, specialty, practice location, and browsing history. Having those very specific details allows you to compose emails that are both personal and meaningful.
2) Website data creates a feedback loop that provides better metrics. Traditional reporting provides little relevant information. With digital audience identity technology, you see which pages HCPs visit, how long they stay, and which links they click – details that can help you improve upon website content and future email deployments.
3) Doctors prefer email. Research shows that even millennial HCPs largely prefer email for marketing messages. Again, you can craft highly personal and purposeful messages using the data gleaned with digital audience identity technology.4) Authenticated email databases increase campaign ROI. Discount databases provide volume, not detail. Authenticated databases include third-party verified email addresses. This improves accuracy, allows for extensive reach, and provides sophisticated segmentation criteria – making email marketing more effective than ever.
Read the blog HERE.
Discover How Tagging Technology Will Drive Pharma Revenue In 2018
This new technology is revolutionizing opportunities for pharma marketers in a way they’ve never seen before.
Figuring out how to best allocate resources can be a daunting task. As you look towards 2018, know this: There are many good reasons to invest in audience identity management technology.
1) Know which HCPs visit your site. After decades of relying on uninformed, aggregated data, this technology reports unique details on every “tagged” HCP who visits your site, as well as how much time they spend on any given page and how frequently they return -- invaluable information.
2) Focus efforts on verified, high-value visitors. Understanding who visits your website at a physician level provides numerous opportunities for improving interactions with existing and potential prescribers, including customized website content, highly targeted email lists, optimized ad placement, and integrated multichannel campaigns.
3) Contain marketing costs. By concentrating more on those high-value targets and less on HCPs who are unlikely to prescribe, you’ll see benefits in reduced website expense, lower deployment costs, reduced ad spend, and greater efficiencies.
4) Understand that the quality of website identity technology isn’t on a level playing field. Some sources are still using antiquated methods to provide data, which completely negates the above benefits. Three important factors to keep in mind are:
- “Tags” are better than cookies.
- Individual data is better than aggregated.
- The easier the implementation, the better.
Read the blog HERE.
See Your Target HCPs Across Hundreds Of Medical Websites
Digital campaign success depends on having precise information about the online habits of your target audiences. Now, that ability extends beyond capturing details about individual HCPs who visit your own website and broadens to websites visited once those HCPs move on.
With that intelligence, you can measure the competitive landscape more accurately, refine where you dedicate resources, and customize your own digital content to be more pertinent to high-value visitors. You’ll also be able to identify HCPs on your target list who are visiting various medical websites, including those representing pharmaceutical brands, medical publishers, healthcare recruiters, CME providers, medical device companies, and others.
Read the blog HERE.