Twenty years is a long time to live in the digital “unknown,” but it’s been the harsh reality health system marketers have had to suffer through. For as long as digital marketing has been on the scene, the anonymity of website visitors has put obstacle after obstacle in front of fruitful hospital growth.
That is all changing.
The Audience Identity ManagerSM (AIM) platform allows marketers to deterministically identify website visitors, down to their NPI number and more.
Solving the Anonymity Problem
Traditional analytic tools have always been able to provide some clues about website visitors but only in aggregated form. You’re likely familiar with Google Analytics reports, which give you a general idea of traffic and demographic make-up. But, there’s no way to know with certainty what percentage of visitors are actual physicians compared to patients or other medical staff, nor can you capture physician-level information with which to perform targeted outreach.
Anonymity of website visitors has put obstacle after obstacle in front of fruitful hospital growth.
AIM takes physician analysis to an entirely different level by identifying and reporting individual online behavioral data. The data collected includes full name, NPI number, medical specialty, and practice location. AIM technology also time-stamps visits to include day and time and reports on which website pages physicians viewed, how long they spent on those pages, and the URL of the website a physician was visiting just prior to your site.
What implications does this information have for hospital growth?
1) Reveals New Visitor Insights
The data collected about individual physicians via AIM technology opens the door for so much more. For example, you may discover out-of-network physicians regularly read up on emerging technologies your hospital offers, such as plasmapheresis prior to kidney transplantation (an important scientific development for minority populations), or they are interested in specific sub-specialties like cardio-oncology. Prior to the definitive identification AIM allows, you would have been limited to a cloaked synopsis of website visitor traffic. Now, the opportunity exists to proactively reach out to potential referrers.
2) Supports Customized Content and Improved Engagement
Docs are turned off by the ‘one size fits all’ approach.
With the newly-affirmed visitor insights, you can create customized communications to further engage those physicians long past their website encounters. By combining AIM data with data already present in your physician email list (e.g. case mix, referral patterns), you form a complete physician profile from which you can design outreach that’s physician specific. As we’ve discussed in previous blogs, doctors are increasingly drawn to—and demanding of—personalized relevance and turned off by the opposite “one-size-fits-all” approach. AIM technology’s capabilities, when coupled with a high-quality physician email list, guarantees your messaging hits home with the right physician at the right time, every time.
3) Affords Health Systems a Revolutionary Approach to Digital Marketing
Marketers across all industries know that personalization is no longer a wave of the future, but rather an expected norm. Audience identity is key for meeting that expectation. In his Which-50.com blog post, Andrew Birmingham even goes so far as to call its importance a "piece of bedrock infrastructure."
"Knowing who your customers are is an essential part of ensuring they are provided with highly personalized and appropriate messaging in a way that works best for them. Put simply, without effective identity management, there is no ‘People Based Marketing.'"
After all those years of anonymity, AIM allows health system marketers to know, with certainty, who is on the receiving end of their marketing messaging.