Nothing is certain in this world except for death and taxes, according to Benjamin Franklin. If we’ve reached a third “certainty”, it’s arguably technology’s constant evolution—something Greg Satell speaks about in his recent Harvard Business Review article. This evolution requires ongoing adaptation, not only from consumers but also those who innovate—if they wish to remain competitive.
Unfortunately, due to the speed at which technology reinvents itself, innovation isn’t always rooted in compliance. A company’s shortcuts puts clients at risk. On the other hand, a company’s fierce devotion to hold itself responsible—and pass the resulting compliance along to its clients—is what makes one an industry leader. With our patent-pending Audience Identity MangerSM (AIM) technology recently receiving certification for its conformance to the BPA Worldwide standards for audience qualification and IAB Data Best Practices, we are leading the charge in responsible digital marketing.
BPA’s Analysis Of Processes, Methodologies, And Policies
A company’s shortcuts puts clients at risk
The AIM platform works by reporting the identity and dynamic online behavior of opted-in healthcare providers when they visit participating medical websites. AIM extends across what we term our “online ecosystem of medical websites,” including pharma brand sites, medical publications, and professional associations.
Currently, the platform is tracking activity on hundreds of websites within the ecosystem. BPA carefully analyzed the processes and methodologies behind the technology, such as how healthcare physicians are “tagged” and identified, as well as the compliance policies to which it adheres. The third-party validation from BPA reinforces what we already believed to be true: In terms of technological capacity and client assurance, AIM meets the highest of standards.
Creating Personalized Communications That Make A Positive Impact
To give you an idea of AIM’s robust capabilities, the data captured includes:
- Full name of the healthcare professional
- NPI number
- Professional specialty
- Geographic region
We are leading the charge in responsible digital marketing
AIM also reports on the type of website pages healthcare professionals view—as well as the topics they’re researching. From this information, you can start to form a clear picture of who these healthcare professionals are, as well as their specific individual needs—which is the basis for targeted, personalized communications that can really make a positive impact on your relationships with them.
For example, consider the potential of knowing which physicians or NPs/PAs browse CME events. Or, discovering a physician audience consistently views a drug class that is atypical to its specialty. A personalized, proactive approach to following up with these individuals is not only valuable for long-term engagement, but it also becomes financially advantageous.
AIM + Email: The Power Couple
You may have heard of the 1+1=3 concept, which illustrates how two entities in partnership can become more than just a sum of their individual parts. AIM data contributes to already-established healthcare professional profiles within our email database, providing a limitless landscape for outreach.
You can start to form a clearer picture of healthcare professionals
It’s important to note that our email database was the first and only physician email database fully audited and classified as a verified source by BPA Worldwide. With both DMD Email and DMD AIM now earning certification from BPA, these two product offerings solidify their presence as a “power couple” in the digital marketing arena—thus affording clients the opportunity to capitalize on this symbiotic exchange.