It goes without saying that data and analytics play a crucial role in pharma marketing today. Digital channels are the most efficient way to engage with your target healthcare professionals (HCP), but evaluating the success of your digital strategies can be difficult.
The trick is knowing what data to collect and how to put it to work.
Recently, I took a deep dive into the website browsing habits of oncologists to determine exactly how they use pharma brand websites. This afternoon at Digital Pharma West, I’m going to share what I learned.
Start With the Right Data
First, I want to stress the importance of starting with the right data.
An accurate assessment of your brand website’s effectiveness requires precise information. Aggregated website data, like that provided by Google Analytics, has been around for years. Unfortunately, it only offers a general outline of your audience’s online behavior.
Website visitor identification data, when available at the individual level, provides a detailed profile so that you can make informed marketing decisions. This data, which is collected by audience identity management technology, reports the online behavior of individual, double opted-in physicians.
Ask the Right Questions
Google Analytics can answer many questions about your website, including what people are searching for and which pages perform best. However, it can’t tell you if your site is attracting physicians, let alone the exact specialists you want to target.
HCPs are visiting a popular oncology brand’s consumer site in numbers four times greater than the HCP site.
That’s where audience identity management technology comes in. Using audience identification data, you can answer questions like:
- How many verified healthcare professionals (HCPs) visit my brand website?
- What is the specialty of each of those visitors?
- Where are my HCP visitors coming from, such as cost-per-click (CPC), organic search, or social?
These are the exact questions I asked when reviewing oncology website data, and many of the answers were unexpected.
Discover New Trends
For example, we discovered that HCPs are visiting a popular oncology brand’s consumer site in numbers four times greater than the HCP site. This might not seem surprising, but over the last two years, we’ve learned this isn’t always the case. Often, physicians prefer a brand’s consumer site to its professional site.
Only data that reports practitioner type, referral traffic, time on site, pages viewed, and repeat visits can uncover these kinds of differences. With this level of detail, you can optimize both your HCP and consumer sites, identify new targets, and adjust your communication strategy based on HCPs’ demonstrated digital preferences.
Following targets as they navigate from one medical website to another reveals further insights and opportunities.
See You This Afternoon
If you’re in San Francisco for DPW, please join me for a closer look at all of these questions. My presentation, “What We Learned from Website Visitor Identification Data in the Oncology Space,” is this afternoon at 3:00 p.m. I hope to see you there.