Knowing the identity of the HCPs who visit your website is a powerful pharma marketing tool. In previous blogs, we’ve looked at how you can use digital identification technology to develop a more sophisticated understanding of your target audiences based on how they respond to your existing website content.
Today we’re going to flip this on its head and consider how you can design new website content to deliver specific types of insights.
This year I’ve had the opportunity to attend a number of healthcare conferences around the country. Every healthcare organization has its own goals and challenges. Still, some common themes have emerged from my conversations with hospital marketers, recruiters, and CME planners.
How can you overcome obstacles of HCP engagement to increase your ROI, and get a bigger slice of the pie?
Knowing exactly who your HCP is, down to the most granular detail, provides the foundation for a larger market share. Acquiring data unique to each HCP allows you to create meaningful content, deliver that content at a time when HCPs are most likely to consume it, and ultimately propel customer engagement and sales.
Does it ever feel like your health system lives and dies by the national hospital rankings? U.S. News & World Report and Healthgrades carry a lot of weight with patients, and often with physicians as well. This is great if your hospital or service line makes the top 10, but many excellent hospitals never earn a spot on that list.
Health systems that have relied heavily on direct mail to engage physicians – and let’s face it, that’s most health systems – tend to think big when it comes to reach. One large print mailing is always more affordable than multiple, smaller mailings. Whether you’re sending a reminder about an upcoming cardiology event or an announcement about the new 2 million dollar piece of equipment in your OR, you want to connect with as many interested physicians as possible.
William King is the founder and Executive Chairman of Zephyr Health, the Insights-as-a-Service leader harnessing the power of global health data to help Life Sciences companies engage the right physicians, accounts and institutions. He is passionate about creating innovative solutions to advance efficiency, strategy and tactical problem solving for healthcare companies. William holds a Bachelor of Science in Business Administration from the University of Denver. He currently resides in the Bay Area with his wife and three children.
As part of DMD's Pharma Innovators Series, David Reim sat down with William King, founder and executive chairman of Zephyr Health, to discuss his opinions about actionable data, data integration, and data from digital channels. Read more about how companies are using technology to reshape business as usual.
We’ve all been making guesses about our website traffic for years. Relying on aggregated website data, we believed most visitors to pharma websites were physicians. Because we developed a lot of professional content, we assumed physicians spent more time on our professional sites than on our brand sites. And other audiences? We really didn’t give pharmacists, NPs, and PAs—not to mention non-human traffic—much thought. As it turns out, most of these guesses were way off.
Experts predict that the United States will experience a serious physician shortage by 2025, but healthcare recruiters are already feeling the pinch. In recent years, aging Baby Boomers and a larger insured population have driven up the demand for healthcare services, even as the number of qualified physicians has begun to decrease.
Cord blood stem cell therapy has been shown to be effective in addressing nearly 80 chronic health conditions. New studies are even looking at the possibility of cord blood's potential positive impact on autism and age-related memory concerns. Unfortunately, the supply doesn’t meet the demand, making cord blood stem cells both a precious resource and a hot commodity.
How many times have you received an email from a recruiter, read every word, and clicked through to their website— without filling out an application? For many professionals, this is a frequent occurrence. Most of us are curious about other opportunities, even if we’re not actively seeking a new job. Physicians are no different. As healthcare consolidation and restructuring continues, physicians are even more likely to look around, if only to see what other organizations are offering.
Digital Pharma West kicks off in San Francisco, and the agenda covers everything from social media to content marketing to new digital reporting technologies.
SPAM® as a product isn’t kosher, and neither is spam as it relates to email marketing. Engagement rates, marketing ROI, and (indirectly) referrals, all depend on physicians actually viewing your content. When your email messages get routed to spam folders, your content, however compelling, becomes invisible. If your content can’t be consumed, it’s worthless to the doctor; worse, it can pollute your entire email campaign.
Most of us set off for industry conferences with great intentions. We plan to soak up as much new learning as possible and come home ready to implement all kinds of change.
A few months ago we looked at several ways you can use email marketing to reach and register more physicians for your next CME event. Having the ability to contact as many of the right physicians as possible is essential – and an expansive, authenticated database provides the necessary reach and accuracy.
Keeping up with innovations in pharma digital marketing is tough. Fortunately, Digital Pharma West is right around the corner.
Recent trends in healthcare are making it hard for doctors to keep track of the services health systems provide. Rapid consolidation can cause confusion regarding who operates which facilities. And the shift from self-contained hospitals to large, geographically dispersed networks further complicates the situation. When physicians don’t know what services are available in-system, they’re more likely to refer out.
Email marketing has been around for so long -- and has consistently delivered such good results -- that marketers sometimes assume all email providers are more or less the same. Or that an email database is a commodity, and it doesn’t really matter which one you choose.
I sat down with Gary Aronov, DMD’s Vice President of Digital Solutions, to talk hospital marketing and the upcoming Hospital Marketing National conference in Atlanta. While this conference is mostly consumer-focused, several sessions promise to expand their focus to include marketing to healthcare professionals. These are the sessions that Gary and I are most looking forward to:
