Knowing the identity of the HCPs who visit your website is a powerful pharma marketing tool. In previous blogs, we’ve looked at how you can use digital identification technology to develop a more sophisticated understanding of your target audiences based on how they respond to your existing website content.
Today we’re going to flip this on its head and consider how you can design new website content to deliver specific types of insights.
Another Look at GlabellaSkinCare.com
Earlier this spring, we shared what one company learned about their target segments after using digital audience identification for only six weeks. In “Pharma Website Data Reveals Unexpected Audiences, Part 1,” we explored the implications of discovering that your target market is much broader than expected. In Part 2, we looked at how the company, which manufactures a drug used to treat a familiar skin condition, could better serve its large audience of NP/PAs.
What we haven’t yet considered is how Glabella Skin Care* can create strategic website content in order to learn even more about its primary market of dermatologists and rheumatologists. For example, Glabella would undoubtedly be happy to know which competing brands these doctors are thinking about prescribing.
Understand Your Brand Competition
One way to discover which competing drugs an HCP is interested is to make details about those products available on your website. If Glabella creates a separate page for each competing brand, audience identity technology will report which physicians view each page, how often an individual physician returns, and how much time he or she spends viewing that page on every visit. Glabella can use this information to gauge an HCP’s level of interest in each brand.
If you can define a specific competitive question you want to answer, you can develop website content that answers it. Then, using digital audience identification technology, you can identify the individual physicians who view that information.
Drill Down To Identify HCPs’ Top Criteria
The next step is determining what criteria dermatologists and rheumatologists are using to evaluate these drugs. To accomplish this, Glabella could develop layers of content specific to its competitors. For instance, separate pages comparing MOA, efficacy, or safety would provide greater insight into the specific concerns of individual doctors.
Highlight Your Own Brand Advantages
If Glabella’s website also includes content about its brand advantages—such as cost, special offers, or unique benefits its competitors can’t provide—they’ll know when individual physicians view that information too.
Taken together, this data provides a roadmap for who Glabella should target next and through what channel. The company might decide that:
- Doctors who split their time evenly between all available brand pages should be included in an upcoming email deployment that focuses on the benefits of Glabella Skin Care.
- High-value targets who have visited Glabella’s brand page repeatedly, but who also visited one other brand page, might warrant a visit from a sales rep.
- Past prescribers who are spending a lot of time on competitor pages should be reminded about current Glabella co-pay cards or other offers.
If you can define a specific competitive question you want to answer, you can develop website content that answers it. Then, using digital audience identification technology, you can identify the individual physicians who view that information. By analyzing their online behavior, you can evaluate their interest in your brand and follow up with actions designed to keep them moving through your own product funnel.
*The company name has been changed to protect the privacy of DMD’s client.