When you go out to dinner with friends, chances are you don’t all order the same meal or request your food to be prepared the same way. Most restaurants try to accommodate individual preferences. Pharma marketers also need to go to the same lengths to serve up content tailored to meet their physician’s specific tastes.
This requires capturing data on an individual level so you can begin to know your physicians and what they care about. Such insights can be the difference between marketing success and failure.
The Problem With Relying on General Analytics
Aggregate data from Google Analytics and Adobe provide information about your website visitors as a group, not on an individual level. It doesn’t offer an in-depth look at the individuals themselves and what makes them unique.
Without this further insight, you can’t truly tailor your website content for the specific needs of your target healthcare audience. In addition, if you don’t track your website visitors on a deeper level, you won’t know what content resonates or what you should change to increase effectiveness.
The Value of Audience Identity Management Technology
Audience identity management technology is the answer to the “unknown” of aggregate analytics. This technology identifies opted-in physicians in real-time–something that was previously possible, but only if those physicians “registered” on your website by creating a profile. With an audience identity management platform, you’re able to capture important details about website visitors without that extra (and often cumbersome) step of registration.
This provides you insight into a wealth of information about a physician’s interests and digital behavior, which can help shape your content strategy and ultimately make a significant difference in sales potential. It also doesn’t require you to gate all the valuable information on your website.
Tracking Key Details
Some of the types of details audience identity management technology can provide about individual, opted-in physicians include:
- NPI number
- Medical specialty
- Geographic location
When you have access to insights about what individual physicians are interested in, you can respond to your visitors’ needs and in turn foster an authentic relationship. Pharma companies are starting to make an effort to engage with healthcare providers. However, a study by Decision Resources Group’s Manhattan reveals that the majority of physicians feel pharma companies are not currently getting that job done right, with a meager 27 percent of surveyed physicians believing pharmaceutical websites as credible sources of professional information. Sixty-two percent noted much of what they see in online journals is strictly promotional, putting up another obstacle to making more personal connections.
Discovering the Benefits
Responding to website visitors’ needs can increase engagement and build strong relationships
Building real relationships with healthcare providers requires using individual-level insights to position your brand as a valuable resource.
For instance, you can use the information you gather to:
- Tailor your website for different audiences. Configure different versions of your online content for different segments and specialties. This can make their visits to your website more productive.
- Identify issues that physicians care about. This can help you communicate with them in real time and build their trust in you as a valued resource.
- Extend your reach. Apply your knowledge on physician behavior and preferences to identify other similar healthcare professionals you want to target.
When you take the time to get to know your physicians and turn these insights into action, you can ultimately feed their interests and keep them coming back for more.