Some physicians are bookworms. When they visit a medical website, they settle in and devour all the available content. Others are more like butterflies, landing on a website just long enough to sample an article or two before being drawn away by another, more enticing headline.
The challenge for pharma marketers has always been knowing who’s who. Not to mention what kind of medical website each doctor visits and the types of content they read. Today, audience identity data provides answers to these questions.
What Will You Do With Audience Identity Data?
Consider for a moment what you would do if you knew the identity of the physicians who visit your brand websites. Now imagine what more you could do if you knew where each physician travels and reads throughout the online medical ecosystem.
Identify Individual Website Visitors
When you know the name, specialty, and browsing behavior of the HCP visitors to your brand websites, you can:
- Customize website content based on physicians’ current interests.
- Target well-defined segments with integrated web, email, and event marketing.
- Refine digital ad campaigns based on new insights into your online audience.
You can also implement one of the many other successful tactics described in 12 Ways Pharma Brands Are Using Website Identity Data In 2017 And Beyond.
Know The Types of Medical Websites They Visit
The next step is knowing what kinds of medical websites your target HCPs visit. With this information, you can:
New data examines individual HCP activity across 300 medical websites in the audience identity ecosystem.
- Evaluate whether your audiences prioritize one category of websites—for example, pharma, publishing, or professional association websites—above others.
- Determine which disease categories and subcategories individual specialists are most interested in based on the types of sites they visit.
- Uncover unexpected, but related interests among your target specialists. For example, you might learn that many oncologists frequent websites that focus on obesity.
Developing a detailed picture of where your target HCPs journey online can lead to better segmentation, targeting, and digital campaign development.
Discover What Kinds Of Content They Read On Those Medical Sites
Ultimately, you’ll want to combine data about the types of medical websites individual physicians visit with keyword data about the content they read on those sites.
For instance, knowing that oncologists visit obesity websites is helpful. But knowing if they’re spending time reading about obesity drugs, weight-loss surgery, lifestyle changes, or other treatment options is even more valuable.
With this level of detail, you can make informed decisions about the website content, email campaigns, and digital advertising you use to engage specific subsets of oncologists. You might send an email invitation for an upcoming obesity conference to some doctors and information about interactions between oncology and obesity drugs to others.
Pulling It All Together
For more than a year, audience identity management technology has been able to report which HCPs visit medical websites. Now "digital journey" data also examines individual HCP activity across the 300 medical websites in the audience identity ecosystem.
Using an HCP segmentation model based on the website reading habits of 100,000 physicians, pharma marketers can separate the bookworms from the butterflies and target each with the most relevant offers.