Have you heard about DMD’s Audience Identity Manager℠ (AIM)? It’s our new technology that identifies website visitors in real time without requiring a login. Finally, you can know the names, specialties, and other identifying criteria of the HCPs who visit your website.
We’ve been writing a lot about AIM recently, including what it is, how it works, and what it will do for your digital marketing. Today we’re going to get into the nitty gritty of AIM data.
AIM Data Identifies Individual HCP Visitors to Your Website
AIM reports the full name, NPI number, medical specialty, and state of residence of every tagged HCP who visits your site. You can choose to receive this data in real time, through our Signal or Target data packages, or as a static file with our Report or Feed data packages.
If you choose the Target data package, we also report a client-supplied segment ID. If you choose to receive the data as a PDF (the Report package) or flat file (the Feed package), we report the visited URL and a timestamp. We can also integrate this website activity data with the data in our SuperfileSM, which includes Rx, diagnostic, and treatment data. DMD’s SuperfileSM is based on the NPI and AMA databases.
AIM Collects HCP Data without a Login
AIM is a transparent system that operates in the background of your websites. Instead of requiring HCPs to log in, the system uses tags to identify individual HCPs.
DMD maintains profiles of six million HCPs through the DMD Healthcare Communications NetworkSM, which is sourced from medical journal publishers and professional service companies who have first-party relationships with HCPs. About 325,000 of these HCPs have already been assigned unique IDs for each device they use to open an email or visit a website. On average, each HCP has been assigned 2.1 tags. When HCPs visit your website, AIM identifies them and the type of device (i.e., tablet, desktop, or mobile) that they’re using at the time.
You Can License AIM Data Even If You’re Not a DMD Email Customer
You don’t have to use DMD for your email deployments in order to license AIM data from us. If, as a manufacturer, you send out your own email, we're certainly willing to help you tag your email. However, we don’t allow other vendors to use AIM because our technology is proprietary.
We’re particularly efficient at delivering AIM data through our world-class email network. Many of our initial AIM clients have already switched from using us for some of their email services to using us entirely, since you can tie email in with AIM to optimize the efforts of both email and website channels.
AIM Data Relies on Tags, Not Cookies
We designed the AIM Tag to withstand the growing set of challenges that cookies face. AIM Tags aren’t affected by ad-blocking software, nor are they automatically cleared every 30 days. They identify individuals by name and even distinguish between the various devices an HCP might use in any given day.
AIM Tags are more permanent than cookies. In fact, we expect them to eventually replace the cookie. We’re determined to make the AIM Tag the gold standard in healthcare first, but there’s no reason it has to be limited to any single industry in the future.