Are your pharma email campaigns as effective as they should be? If you’re not getting the open rates you need, an inaccurate physician email database is the most likely culprit. But if you’re already using an authenticated database and physicians still aren’t engaging, it’s time to take a closer look at the data you use to design and target your email messages.
The Audience Identity Manager℠ (AIM) reports real-time, individual data about the HCPs who visit your healthcare websites. Pharma marketers have been waiting for this kind of insight for years. If you’re not already using AIM to improve your email campaigns, here are four sure signs that you should be:
- You rely on third-party data for insights into physician behavior. Because third-party data is usually collected from multiple sources, it offers a broader view of physician digital behavior than you’d be able to gather from your own healthcare website. Unfortunately, it’s also far less reliable. As Digiday recently explained, third-party data is still often wrong. Advertisers need lots of data, and many data vendors are willing to give up accuracy in order to meet the demand.
- You’re still using cookies to understand your website visitors. Cookies were never perfect, but they’re rapidly becoming obsolete in healthcare. Many physicians prefer Apple devices, all of which now block third-party cookies. Even when cookies are allowed, they expire in 30 to 60 days. Worse, cookies haven’t kept up with the growth of mobile. They only associate an individual with a specific device, meaning they can’t report a physician’s behavior across devices.
- Google Analytics is your go-to reporting tool. 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—but it’s all aggregated data. You don’t know if your site is attracting physicians and mid-level prescribers or patients, let alone the names of the doctors who view specific content.
- You have plenty of static reports, but no real-time data. Knowing who opened your last email or clicked through to the offer on your website is valuable information for planning future email campaigns. Yet static reports have their limits. Last month’s data doesn’t tell you how a physician’s interests have evolved. You can guess what content she viewed most recently, but you can’t be sure.
Until your email campaign decisions are based on timely, individual data, you’re going to struggle to develop and deliver content that is consistently relevant to physicians. Audience identity management technology provides that level of specificity.
Every tagged physician has opted-in and is sourced from the first-party data of medical publishers. Unlike cookies, AIM tags persist and track digital behavior across devices. Plus, AIM reports website data about individual physicians in real-time. The physician insights it provides are invaluable for developing meaningful email content, refining audience segments, and timing deployments for optimal effectiveness.