When pharma marketers think about email campaigns, metrics like opens and click-throughs immediately come to mind. It’s nearly impossible to develop successful campaigns without these fundamental measurements.

Yet newer metrics are equally valuable. That’s because the next generation of digital measurement provides individualized data about healthcare professionals (HCPs) who visit medical websites. With audience identity data and digital journey data, pharma brands can connect the dots between email and website marketing in order to produce highly effective, integrated digital campaigns.

Audience Identity Data Defined

Unlike aggregated data, which reports total visits or page views without identifying specific visitors, audience identity data allows you to distinguish the online behavior of your unknown visitors from your known visitors. DMD’s Audience Identity Manager^SM (AIM) identifies and reports the browsing behavior of individual HCPs when they visit participating medical websites. More specifically, AIM reports the name, NPI number, specialty, practice location, and page views of individual HCPs.

For example, aggregated data could tell you that dosing information on your new oncology brand was viewed 100 times last month. Audience identity data would also tell you who viewed that content, including whether they were physicians, NP/PAs, or nurses, and what specialty each practices.

Connecting Email Campaigns and Website Behavior

Audience identity data has obvious uses for evaluating websites, such as identifying new audiences and determining which content they value most. At the same time, it provides insight into email marketing campaigns by providing detailed information about the actions physicians take online as a result of your email messages.

Audience identity data provides detailed information about the actions physicians take online as a result of your email messages

Previously, if an email message included links to your website, you could know when HCPs clicked-through, but then the trail went cold. With audience identity data, you can learn which pages each physician views as he or she browses your website.

Suppose you recently sent an email intended to drive physicians to a high-value item like a copay card. Audience identity data enables you to answer questions like these:

• Which physicians clicked through to the card?
• Which physicians downloaded it?
• Which physicians then visited other pages on your sites?
• Does the content each one viewed uncover any surprises about their interests?

Understanding an HCP’s Digital Journey

AIM Journey data provides even more insight into the behavior of HCPs who open your emails by reporting the categories of medical websites and the types of medical content each one views across the digital medical ecosystem. For instance, you might learn your target physicians are reading about competing products, doing research on related medical conditions, or exploring unexpected medical topics.

Or, you can use AIM Topic data to approach the question of HCP online behavior from a different angle. When you identify a topic category, such as a disease state that is relevant to your brand, topic data reports all of the individual HCPs who view that type of content—without requiring you to provide a target list of HCPs.

From Email To Your Website To The Digital Medical Ecosystem

By combining email metrics with audience identity and digital journey data, it’s possible to develop a detailed picture of each of your target physician’s online behavior—from receipt of your email, through a visit to your website, and across the entire digital medical ecosystem. When you add topic data to the mix, you can also identify HCPs who are reading content related to your brand, but aren’t yet on your target list.

Ultimately, this allows you to identify the content an individual doctor needs most and deliver that content at the right time and place, whether via email or the web. When you analyze his or her response to that content, the cycle begins again. With every successive email deployment and website journey, you gain a better understanding of your individual target physicians.