We all know the stereotype of the used car salesman trying desperately to sell someone a vehicle that they don’t need or want. Perhaps the shopper is looking for a compact car, but the salesperson is pushing an SUV. This effectively halts the sales conversation and leaves the shopper running for the door.
While this scenario is often played from a comical angle in sitcoms and movies, it can also drive home a serious reminder for pharma marketers: Know your physicians and listen to what they want. This insight is essential to forming authentic alliances so you can deliver the desired information through your website and email marketing.
Different Strokes for Different Folks
Know your physicians and listen to what they want.
Just as drivers have very specific preferences in terms of vehicle make, model, and price range, HCPs also have different backgrounds, specialties, and types of patients they care for. Knowing these details about physicians is key to positioning your company as a resource to build strong relationships.
Build Authentic Relationships With HCPs
If you want to establish and build relationships with your physicians, here’s how:
- Find out the specifics of their geographic location and the type of facility through which they practice.
- Learn about their specialty. Are they a generalist or a surgeon? Do they treat children, adults, or geriatric patients?
- Understand what types of diagnoses they treat and the types of medications they prescribe to their patients. Find out what their patterns are in selecting one prescription medicine over another one.
- Look at what type of information they read online, and how, when, and where they access it.
- Discover where they like to receive emails so you can personalize your message and educate them about new medications.
Relying on the Latest Technology
Gathering all of this information may sound overwhelming. But the good news is that advances in technology are making it easier than ever before to know all this about your docs—and more.
Using audience identity data to understand physicians’ personal behaviors, habits, and patterns is key to creating highly personalized emails that capture attention.
Access to audience identity data enables you to identify new insights about your physician’s online behavior. Audience identity technology identifies and reports the specific information about the individual HCP visitors to your brand site including name, NPI number, specialty, geographic location, and browsing history. These data points combined with a high-quality physician email database allows you to segment physicians and speak to them on a personal level about their interests and needs.
For example, with audience identity data, you will know an endocrinologist visited four different websites searching for thyroid replacement drug options. With this insight, you can send out an email that details how your product meets his or her needs.
Driving the Point Home
Using audience identity data to understand physicians’ online behaviors, habits, and patterns is key to creating highly personalized emails that capture attention. These can serve as an important vehicle to drive stronger physician engagement and ultimately further your sales conversation.