Medical publishers are discovering that their website visitors aren’t always the HCPs they're trying to engage. Though many of their visitors are undoubtedly physicians, few publishers can verify exact numbers. It’s even harder to determine if site visitors are the “right” physicians, as defined by specialty, geographic location, or other targeting criteria. There’s also the question of distinguishing between physicians and mid-level prescribers, or even humans and bots.
The inability to authenticate website visitors presents a problem both for publishers, who sell ad space based on their presumed audience, and for the pharma marketers who purchase that ad space. Now more than ever, publishers need to be able to meet advertisers’ demand for accountable media.
Verify Website Visitors
Audience identity management solves this problem by enabling publishers to identify every tagged HCP who visits an online publication by name, NPI number, specialty, and practice location. This physician-level data confirms whether or not a publication is actually attracting its desired audience.
You can use physician-level data to determine the percent of visitors who are physicians, mid-level prescribers, or “other.” Within the physician and mid-level prescriber categories, you can look at detailed, individual HCP data to understand exactly who is visiting. You can also use HCPs’ browsing behavior, including frequency and duration of visits to specific content, to gauge their current interests.
Depending on the size of these different audiences and your marketing objectives, you might adjust your content to better meet the needs of specific segments. For example, if you learn that a large percent of your visitors aren’t HCPs, you might want to provide more patient-centric content, such as drug interaction guidelines. Or, you might include more clinical trials or journal articles if you see that physicians are spending a lot of time with that kind of content.
Engage More of Your Target Audience
You can also analyze the data to understand what content will drive more physicians in your target audience to your website. Ask yourself, when target physicians do visit, how long do they stay? What content do they view? Which pages most often serve as their exit point from your site? Considering this data as a whole, you can glean insights about the kind of content your target audience wants, as well as the content that doesn’t hold their attention.
As you begin to create and promote desired content, you’ll attract more of your ideal audience. Then you can use visitor data to assure your advertisers that they’re really getting the eyeballs they’re paying for. Since digital ad fraud is expected to cost advertisers $7.2 billion in 2016, this is a big deal.
With audience identity management, when publishers set pricing based on traffic, they can guarantee that the audience they’re offering is actually visiting. When advertisers purchase digital ad space, they know they’re getting what they paid for. They can optimize ad content and placement for individual physicians or authenticated segments.