Keeping up with innovations in pharma digital marketing is tough. Fortunately, Digital Pharma West is right around the corner.
Conference presentations on digitizing the pharma enterprise, evaluating the multichannel experience, and optimizing marketing content will offer insights into countless marketing initiatives. But absorbing so much information in just a few days is nearly impossible. A little advance reading makes it much easier.
To help you prepare, we’ve rounded up six of our favorite digital marketing resources:
HCP Audience Identity Management (ebook)
MM&M's e-book reveals how new and innovative technology is helping pharma marketers identify website visitors at the individual HCP level. This goes beyond Google Analytics and guesswork based on aggregated data. Now, marketers can communicate with website visitors like never before – and use this connection to integrate multi-channel campaigns.
The Marketer’s Identity Crisis (whitepaper)
Neustar has developed an identity methodology that resolves consumer identity across all touch points. To paraphrase Julie Fleischer, VP of Product Marketing, identity is enduring, complete, singular, and ever-changing. Identity is competitive advantage. This ebook explains how Neustar’s approach delivers that advantage.
Take AIM Now: 6 Ways Audience Identity Management Is Revolutionizing Pharmaceutical Marketing (ebook)
In this follow up to HCP Audience Identity Management, MM&M takes a closer look at DMD’s audience identity management technology through six use cases based on the composite experiences of early adopters. Applications range from refining website and email interactions to enhancing sales reps’ customer intelligence to digital ad optimization.
Innovations like programmatic advertising bring benefits, but also very real concerns about ad fraud. Big data offers insights regarding target audiences, effective media strategies, and efficient media buying. Yet it can also be overwhelming. At MM&M’s “Big Data for Big Decisions” conference, industry leaders shared actionable tips pharma marketers can use to improve their digital marketing efforts.
FutureTech Pharma: Takeaways (ebook)
This MM&M conference explored the disruptive potential of technology for healthcare marketing. DPW attendees will be interested to learn about the Center of Excellence approach to multichannel marketing data management, as well as how brands are using the ability to understand HCP website behavior to deliver more relevant information through digital channels.
Leveraging Individual HCP Data to Build Effective Websites (video)
When you know the name, medical specialty, and practice location of the HCPs who visit your healthcare website, you have a crystal clear understanding of your traffic. This DMD video demonstrates how, for the first time in the history of the Web, you can deliver truly customized content and extend an engagement beyond a single website session.
Many of the DPW sessions will pick up where these resources leave off. In our next blog we’ll share our recommended sessions from several key thought leaders. Of course, we also want to encourage you to attend my presentation, “Insights from a Year of Website Visitor Identification Data,” on Wednesday at 9:30. See you there.