KOL speaking tours, CME conferences, and other events.
There’s a healthcare event for every specialty and season. To get the registration numbers you want, you need to put the relevant event details in front of your target physicians in a timely manner. As the digital communication channel with the highest ROI, email is the most highly efficient way to do this.
But the next generation of technology allows healthcare marketers to go wide and deep with their audience base. By combining physician-level website data provided by DMD’s Audience Identity Manager℠ with information from your company database, creating hyper-targeted Web invitations will boost event attendance. In other words, the ability to identify every visitor that comes to your pharma website provides more high value engagement opportunities because the content they are served is customized to their interests.
Get More Physician Data from Your Website
Your healthcare website is undoubtedly a big line item in your marketing budget. Yet, for the last 20 years, it’s been notoriously difficult to evaluate whether this expensive channel actually moves physicians through your sales funnel.
When your vice president of marketing asks how your website is doing, what kind of answer can you provide? Most brand managers can’t report much more than the number of visitors to their site. Website success has often been defined simply as having more visitors than last month.
Healthcare websites that collect data on its visitors at an individual level return much more specific results. Instead of telling your VP you had 1,000 visitors to your site last month, now you can report: “We had 1,000 visitors, including 533 AIM-verified visitors. Of those verified visitors, 436 were physicians; 175 of those physicians are on our target list.”
Integrate Web Data with Event Promotion
Because AIM returns the name, specialty, and NPI number of every verified visitor to your site, you can connect your website visitors with their profiles in your company database. You can then use that comprehensive information to hypertarget individual physicians when they visit your site.
Suppose your events manager is coordinating a KOL speaking tour across a 10-state region. You can cross-check your website visitor data with your company database to identify physicians living in zip codes near those events. The next time a verified physician from one of the specified zip codes visits your website, you can serve up an appropriate invitation.
Pop-Up Targeted Invitations
Previously, if you wanted to promote an event on your website, you would have had to list all your event locations and dates on your home page for every visitor to see, regardless of where they live. You could promote all of your events to everyone, or no one.
Now you can serve a pop-up invitation for your Louisville event when a physician from Kentucky visits, without including events in Chicago and Atlanta. Because AIMSM returns website visitor data in real time, you can promote a local event that’s happening the same day as your targeted physician’s visit. You can even take it to the next level and follow up the physician’s website visit with a personalized email.
Make an Instant Connection
If your pop-up invitation includes just two simple buttons, "Yes, send me more information," or, "No, thank you," you allow your target physicians to control the interaction. They can either take the opportunity to increase their engagement with your brand, or they can opt out. Either way, you learn more about your target physicians, promote your event, and increase the marketing ROI of your entire campaign.