AIM Topic is similar to AIM Journey, in that it reports the types of sites healthcare professionals visit and the topics they investigate, including disease categories, specific disease states (and sub-states), and approximately five thousand keywords. But, instead of following the online activity of individual, pre-selected HCPs, AIM Topic identifies the HCPs for you based on the disease and topics you select.
What potential might lie outside that target list?
AIM Journey and AIM Topic both reveal insights about HCPs interests and content consumption, whether a marketer wishes to understand a specific therapeutic area or better assess the competitive landscape. However, AIM Topic can be applied in a few unique circumstances.
AIM Topic Use Cases
Identifying HCP interest outside of a target list. Marketers, sales teams, and the like typically work from a target list of physicians relevant to their needs, such as communicating aspects of a particular drug or other healthcare product. What potential might lie outside that target list?
AIM Topic identifies non-targeted HCPs researching information such as a disease state like type-2 diabetes. Based on the intensity of an HCP’s research, he may become a profitable addition to the target list. Non-target list HCPs identified through AIM Topic can be important stakeholders that are part of a patient’s treatment team, or perhaps doing research on a disease or topic to refer to a specialist.
Access to this information is just the first step
Building a target list. In terms of building a target list, there are a few scenarios where AIM Topic is helpful. For example, the drug approval process is a lengthy one. Pharma companies plan well in advance, but they may not have a refined target list until closer to launch. Knowing which HCPs are interested in a new drug’s applicable disease states can help you create a foundation for your target audience. Another useful instance may include physicians and specialists who seek out coupon cards, CME events, or other specific content areas. Identifying the HCPs investigating these topics becomes invaluable for formulating highly-targeted lists.
Supporting business development. A pharma company considering acquisition of a drug can benefit from knowing research traffic surrounding that drug or relevant disease states, both from a growth potential perspective and in terms of building a target list.
Just as with AIM and AIM Journey, the data captured includes an HCP’s full name, NPI number, geographic location, and medical specialty.
Opportunities abound for HCP-specific personalization in outbound communications
Of course, access to this information is just the first step.
Fine-Tune Outbound Communications
Once you’ve determined the extent of HCP interest and its potential benefit, you can segment your “new” audience appropriately and create highly-targeted email communications based on individualized digital behavior and preferences. By combining data obtained via AIM Topic (or any of the AIM products) with the data contained in a high-quality HCP email list (e.g. case mix, claims data, referrals), opportunities abound for HCP-specific personalization in outbound communications.
Room For Growth
Ultimately, the more you know about the HCPs out in the healthcare universe, the better
While AIM Topic’s applications rest primarily in the pharmaceutical space, it could conceivably present advantages in both the healthcare and healthcare staffing spheres as well. Ultimately, the more you know about the HCPs out in the healthcare universe, the better—regardless of industry focus.