A combination of well-known factors points to a big year for digital pharma marketing in 2018:
- The use of mobile devices in clinical settings continues to rise
- Doctors are less available for in-person meetings with sales reps
The challenge is, of course, using digital channels to engage target physicians and build meaningful relationships that stand the test of time. Delivering a valuable, seamless customer experience is the key.
To get your digital marketing off to a strong start in the New Year, put these five tasks at the top of your to-do list:
1. See your target HCPs across 300 medical websites
Earlier this year, we expanded our Audience Identity Manager (AIM) technology platform across an online ecosystem of more than 300 medical websites. Using this technology, marketers can see what categories of medical websites an individual doctor visits, including pharma brand sites, medical publications, and professional associations, as well as the type of information he or she viewed on each page.
As you begin your 2018 marketing programs, you can use this data to identify trends among your target physicians, measure your competitive landscape more accurately, and make your digital content even more relevant to your most promising prescribers. To learn more, read What New Data Tells Pharma Marketers about HCP Browsing Behavior.
2. Identify individual HCP visitors to your medical brand websites
Audience identity management technology provides even more specific information about the HCPs who visit your own brand websites. To date, 1.7 million HCPs have opted-in to be “tagged.” When any one of these HCPs visits your pharma brand websites, AIM reports his or her name, NPI number, specialty, and geographic location.
AIM technology is simple to install. Within weeks, you can be using individual online behavior data to gain new insight into your website visitors, integrate your digital marketing campaigns, or implement many other data-driven marketing strategies.
3. Build your digital marketing plan around a high-quality email database
Email still delivers the best ROI for pharma marketers. It also acts as the connective tissue between your other marketing initiatives. To be truly effective, though, email marketing requires an accurate and extensive physician database.
A database that contains current, verified email addresses for 90 percent of HCPs ensures email deliverability and regulatory compliance. At the same time, sophisticated segmentation criteria, such as prescribing and claims data, allow you to target the right doctors. To make sure you’re getting the most value for your email marketing program, ask your email provider these five questions.
4. Ask publishers if they can authenticate website visitors
Digital ad fraud will continue to threaten pharma marketing ROI in 2018. One of the best ways to combat it is to require media properties to authenticate their website visitors. Audience identity management technology makes authentication possible, but you need to request it – before you buy ad space.
For a quick refresher on the threat of digital ad fraud, read about DMD’s CTO Wei Han Frank Lin’s recent bot experiment in Healthcare Analytics News. Or take a look at Lin’s recent blog, Bots and Pharma Marketing: Brief Answers to Big Questions.
5. Deliver a better customer experience for target physicians
Your target physicians likely interact with your brand in numerous ways, including through email messages, website content, digital advertising, and in-person events. Making this a seamless experience for them – in other words, delivering valuable information at a convenient time and through the best channel – requires insight into their digital behavior and evolving professional interests.
Together, a high-quality email database and AIM technology provide the data foundation you need to optimize the customer experience.