How much time does the typical physician spend on your website? Marketing services firm Hinge says B2B companies should aim for an average session duration of at least two minutes with at least two page views. It’s a brief encounter, to say the least. Yet, what if during those few seconds, you could grab each physician’s name and enough identifying information to link that visitor back to your company database? You could use that information to extend the physician’s interaction with your brand in a number of ways, starting with a timely, personalized email.
Physician Level Data In Your Website
Imagine that Dr. Sloane visits your website today. She's a psychiatrist from Alabama who goes directly from your homepage to your clinical trial page. After about 10 seconds, Dr. Sloane selects Clinical Trial A study. She spends three full minutes on that page, presumably reading all about the study. Then, she leaves your website.
In a normal Web interaction, you don’t have any of this information. You don’t know Dr. Sloane’s name, specialty, or geographic location. You may know that some physicians spend considerable time looking at Clinical Trial A, but you can’t identify them by name. You could require them to login, but that inevitably turns physicians away, leaving you without any physician-level website data at all.
Without physician-level website data, you can only interact with physicians during the few minutes or seconds they spend on your website. Even then, you can only guess their aggregated interests, based on over all metrics like page views, unique page views, and time spent on page. You have no way to track their interests over time or to follow up once they’re gone.
Start a Lasting Conversation
If you’ve implemented the Audience Identity ManagerSM (AIM) on your website, it’s an entirely different story. You do have access to all of this specific information about Dr. Sloane, as well as any other tagged physicians who visit your site. That means you can understand what every verified physician is viewing and follow up with them individually in a meaningful way.
Doctors continue to prefer email for brand communication, so a customized email is the ideal way to extend an physician’s engagement even after he leaves your website. You can decide when it’s the right time to reach out – whether that’s an hour, a day, or a week later. You can also personalize the content of your email so that it’s warm, helpful, and not intimidating.
For instance, you know Dr. Sloane is interested in Clinical Trial A, so an email from a medical liaison on your staff might read: “Dear Dr. Sloane, I thought you might be interested in attending a webcast, reviewing the results and implications of Clinical Trial A. Click here to register."
When a physician interacts with a typical pharma website, it’s like two ships passing in the night. There’s a momentary, anonymous connection in a sea of information, but nothing more. When a physician interacts with an AIM-enabled website, even the briefest visit can start a lasting conversation.