In the first installment of our “Customer Experience” (CX) series, we discussed the importance of creating a seamless CX for HCPs visiting your website. In this blog, we’ll explore how you can use email to supplement details gleaned from their online behavior.
Retail has done a fair job of observing customer browsing patterns online and following up on interest. If you’ve added something to your virtual cart but not completed the checkout process, chances are you’ll get an email sometime within the next 24 hours reminding you of that very fact. Retailers also trigger emails suggesting other products you might like based on previous purchases.
Granted, they don’t have the technology down to where the messaging works seamlessly. Some subsequent interactions can even seem a little spammy, especially if the system falters and you’re reminded to address your cart after you’ve already concluded a buy.
Pharma has been stigmatized as being “behind the times” in utilizing data to design and deploy these types of real-time customer communications, but the industry is quickly making up for lost time. Perhaps the two greatest marketing tools at pharma’s disposal are audience identity management technology and a high-quality email database.
Capitalize On Real-Time Activity
The concept of audience identity management technology is exactly as advertised, but it involves more than just collecting basic demographics. When you have this platform on your site, you are able to assign HCPs a “tag” and capture unique data about each website visitor, including:
- NPI number
- Medical specialty
- Years of experience
- Prescribing patterns
- Practice location
Using these details, you can build a complete HCP profile from which to customize messaging that is physician-level relevant.
Audience identity management technology also allows you to follow tagged HCPs as they move throughout your site and determine how much time they spend on each page. This information is provided in real time, so you know the exact time stamps of their browsing behavior.
Put Data Into Action
The two greatest marketing tools at pharma’s disposal are audience identity management technology and a high-quality email database.
Here’s an example of how audience identity management—combined with an authenticated, third-party verified database—can enhance the HCP customer experience:
Dr. Mary Aston, a neurologist specializing in early-onset Alzheimer’s disease, is a repeat visitor to a page on your website containing a clinical trial overview. You proactively reach out via email (to her preferred email address, which you have already authenticated) with the full study details, as well as a personal note highlighting key areas that may be of interest. Dr. Aston happens to be located in Boston, where you know there is an upcoming presentation covering this trial, so you also include the event info (date, time, location, and link to registration).
You’ve not only provided a timely solution to Dr. Aston’s needs, but you’ve planted the seeds for a future relationship. Your ability to capture her interest early on and act upon it—without her directly inquiring—illustrates a dedication to easing her life by meeting her where she is at that moment in time.
“When we execute projects now, we focus on individual customer behavior,” said Tim White, Head of Customer Experience at Teva Pharmaceutical Industries, Ltd., in an article on eyeforpharma.com regarding the rising urgency to keep customer experience top of mind. “It is no longer good enough to know that you sold your top decile physicians 10 times last week. That’s not focusing on individual behavior. We are trying to get to the core insights; what are their needs? We need to ensure that we are present where our customers are. It’s not about pushing messages, it’s about being relevant.”
Implementing audience identity technology and utilizing a solid HCP database allows you to deconstruct the overall customer experience into individual customer journeys.