Are your 2017 digital marketing campaigns performing as well as they should be? If not, a lack of quality audience data may be to blame.
An authenticated database is the foundation for successful pharma email marketing campaigns. But to maximize your digital marketing ROI, you also need data about the individual HCPs who visit your website.
You’re probably already using some form of website data in your 2018 marketing planning. Unfortunately, it may not be as valuable as you think.
To find out, see if you’re making any of these common mistakes:
1. Using cookies to understand your website visitors. Cookies were never perfect, but these days they’re practically obsolete. Most physicians use Apple devices, all of which block third-party cookies. Even when cookies are allowed, they expire in 30 to 60 days. Worse, cookies only associate an individual with a specific device, meaning they can’t report a physician’s behavior across mobile devices.
Counting on cookies for digital intelligence will leave a gaping hole in your marketing plan. Digital audience identity technology, on the other hand, reports the name, NPI number, specialty, practice location, and browsing behavior of every “tagged” HCP who visits your website.
2. Confusing aggregated data with individual data. Though Google Analytics can tell you a lot about your website—what people are searching for, what visitors click on most often, which pages perform best and worst—it’s all aggregated data. You don’t know if your site is attracting your target specialists, general practitioners, or mid-level prescribers, let alone the names of the HCPs who view specific content or how much time they spend on your site.
Vanity metrics that use aggregated data provide a poor basis for making marketing decisions, but digital audience identity data delivers the specificity you need to target and engage your most valuable prescribers.
3. Relying on third-party data for insights into physician behavior. At first glance, third-party data looks like a valuable resource. It’s usually collected from multiple digital properties, so it offers a broader view of physician behavior than you’d be able to gather from your own website. Unfortunately, third-party data is still often wrong. Marketers need lots of data, and many data vendors are willing to give up accuracy in order to meet the demand.
Inaccurate third-party data can easily lead you down the wrong path when it comes to defining your target audience, not to mention developing and promoting engaging content. A better alternative is using a single data source to report the browsing behavior of individual HCPs as they navigate the online medical ecosystem.
To maximize digital marketing ROI, you need data about the individual HCPs who visit your website.
4. Basing too many decisions on static reports. Knowing who opened your last email or clicked through to the offer on your website is valuable information for planning future digital campaigns. Still, static reports have limits. Last month’s data can’t tell you what a physician is interested in today, or how her engagement with your brand has evolved since your last email or event.
To take the guesswork out of website and email campaign planning, you need real-time website data. Digital audience identity technology returns visitor profile data within a half-second of an HCP’s arrival on your site, and it can also return a segment ID if you supply an ID list. This data can be used to drive dynamic content and other event-based services.