For healthcare marketers, there’s no greater resource than having access to individual physicians’ online journeys. Their browsing behavior tells a story, rich with intent and unique insights into specific needs and wants. It also reveals their willingness to engage with brands and organizations—and why they engage.
This deep, physician-level understanding--and what you can do with it--is the premise of the session I’ll be co-presenting with Adam Derengowski, Senior Vice President, Pharma, at this year’s Digital Pharma East conference.
What We Learned from Over 2 Million Web Sessions
The demands placed upon marketers has intensified in the ever-evolving digital space. Audiences are holding marketers to a higher standard, pressing for a more personalized, relevant experience—via the channels with which they prefer to consume information.
Their online journey tells a story, rich with intent and unique insights.
Digital reporting has also had to evolve to keep up with these demands. Relying on aggregate data to form marketing strategies can leave end users disinterested and frustrated. Alternatively, when you have detailed, physician-level data to draw from, you can create strategies that make your targets feel valued.
During our DPE presentation, Adam and I will be discussing our analysis from 178,000 unique physicians and over two million web sessions across an online ecosystem that includes medical publishers, professional social, pharmaceutical sites, and more. Following individual physicians’ browsing behavior, we were able to get a comprehensive view of what content physicians read most—specific to topics like medical conditions, pharmaceuticals, or clinical trials. We also saw how content preferences changed over time, per each individual physician.
The demands placed upon healthcare marketers has intensified.
Knowing what type of content physicians turn to most is just one factor in successful healthcare marketing. Understanding which channels are most effective for driving engagement on your site is another. For example, you may be surprised to learn how many of your target healthcare providers are using professional social sites to seek out information. If that’s where they are, you need to shift your strategy so you can meet them there.
Competitive Leadership Opportunity
Healthcare is a competitive industry and will only continue to be so as patients and providers alike push for improved patient outcomes and advances in innovation. Unique in the healthcare space, this physician-level data can accelerate your success—optimizing your existing and new marketing strategies to be more targeted, relevant, and personalized.
If you’ll be attending DPE this year, please join us for our presentation on Thursday, September 19 at 10:40 a.m.
