This is the sixth and final blog in our “Digital Marketing to Physicians” series, which has contemplated how health systems, medical device manufacturers, and healthcare recruiters can use digital marketing to engage specific physician audiences. Thus far we've focused on email deliverability, the importance of digital tools in physician outreach, using physician data to improve recruiting efforts, benefits of using digital tools over print, and optimizing campaigns by ensuring mobile-readiness. This installment explores how you can integrate multichannel efforts to better promote CME and other events.
Just as the physician recruiting landscape has faced challenges in the last few years, so has the arena of CME marketing. Physicians have experienced cuts in clinician educational budgets and some—in part due to the physician shortage—have had to be more judicious selecting the conferences they attend, with limited time allowed away from busy offices.
How can you make sure your event is rising to the top of physicians’ selections? In order to achieve the level of customization that sets you apart, it is important to understand the specific needs of healthcare providers in your email list and personalizing event information to meet those needs.
Digital Tool #1: Email
Email is such an invaluable weapon in your digital arsenal. It’s quick and simple to deploy. Email is also quite cost effective if you’re working with a high-quality database—one that is first-party sourced, third-party verified, and updated in real time. Those standards ensure you’re only sending to viable, preferred physician email addresses, thus reducing the risk of landing in spam and increasing deliverability success.
Whether you’re initiating communication about an upcoming event or following up with physicians based on interest you’ve captured via your website, email should be your go-to strategy.
Digital Tool #2: Web + Audience Identity Management Technology
Your website is an important resource for physicians looking for information on CME opportunities. It’s helpful to know how those physicians arrived at your site (e.g. email CTA, organic search), but the most influential clues come from audience identity management technology. Not only can you identify visitors’ origins, but you can also capture how long they remain on event registration pages, what other pages they visit on your website, and where they travel in the online medical ecosystem once they leave your site.
This technology also provides data such as name, NPI number, practice location, and specialty and can distinguish between physicians, advanced practice providers (PAs, NPs), and nurses—without requiring visitors to create a profile or log in.
Email is an invaluable weapon in your digital arsenal.
When combined, all of this information can be used to segment your target audience, create customized messaging for email campaigns, and evaluate the effectiveness of existing content on your website.
For example, if you discover physicians aren’t spending much time browsing an upcoming event’s supplemental materials, you can reassess the necessity of those materials or revise them to be more relevant. If NPs frequently seek out certain course offerings, you may want to create a dedicated NP section to ease their search and boost registrations.
Digital Simplifies Follow-Up
Following up with CME attendees is so much simpler when you apply these digital tools to their full potential. Email is a fast and affordable way to follow-up with a “thank you for attending” message and invite attendees to consider future events.
With an audience identity management platform, you can see which attendees revisit your website (no matter if it is days, weeks, or months later), as well as how frequently they visit and which content they browse—more fodder for follow-up communications and website customization, with the ultimate goal of fostering engagement and growing registration numbers.