Lectures, seminars, TED Talks—these are all great ways to get insights and information from experts in their fields. As a member of the audience, it’s understood that some of the information may not personally resonate with you. After all, the speaker cannot touch, specifically, on all the points that interest each and every individual in the crowd.
Or could they?
Getting a True Reflection of HCP Interests
It’s more of a presentation, not a one-on-one conversation.
In traditional healthcare marketing, you deploy materials and communications to a group of people, based on what you can glean from aggregate data. It’s more of a presentation, not a one-on-one conversation. Even if you’re able to target health care professionals in generalities (specialty, geographic location), you’re still missing out on physician-level opportunities—which are the most lucrative.
Audience Identity ManagerSM (AIM) technology is turning this traditional marketing approach on its head. AIM technology collects individual HCP data through an established, opted-in relationship with those HCPs. This allows for the “passive observation” of digital behavior within an ecosystem of over 750 medical websites, including publishers, medical education sites, associations, and professional social platforms.
Because each individual HCP’s digital journey within this ecosystem is self-navigated, it is a true reflection of the types of content they find most relevant.
Benefits of One-on-One Conversations
Understanding what types of medical content HCPs engage with, and how much time they spend with that content, allows healthcare marketers to develop one-to-one strategic marketing plans and tactics rooted in individual behavior.
For example, if you are a medical device manufacturer and discover Dr. Pippen, an oncology radiologist, is researching brachytherapy, you can deliver timely, highly-relevant messaging that addresses that need—whether it is a research study showing the benefits of this therapy or a more promotional approach describing your brand’s success rate. You may identify that a physician is consuming content on a competing brand at a medical publisher site and as a result, be able to alert your sales force to that fact.
AIM technology also follows the behavior of HCPs who may be outside your target audience.
AIM technology also follows the behavior of HCPs who may be outside your target audience, which opens up the potential for finding new, comparable segments of HCPs and therefore the opportunity to expand reach and awareness of your organization’s offerings.
Additionally, following HCPs on their digital journey allows you to see which marketing tactics are driving traffic to your company’s website, as well as explore other digital marketing opportunities such as monitoring for share of voice, “social listening” within the medical ecosystem, and benchmarking.
Reap the Rewards of HCP Loyalty
As you gain greater understanding of your most valuable HCPs, you’ll begin to solidify their loyalty by deploying content you know appeals to them. With these actionable insights, you’ll build the types of relationships that create the foundation to achieving better overall ROI.