How are you measuring the success of your pharma website? Metrics like “page views” and “time on site” paint a broad picture of website traffic. But they can’t tell you who is visiting, let alone what content individual physicians view, which offers they click on, or what action they take after reading your content.
Fortunately, the next generation of digital measurement provides this kind of insight. When you can identify the HCPs who visit your website, you can even calculate ROI in relation to specific marketing initiatives.
More Rx = More Revenue
In pharma, an increase in prescriptions is the ultimate indicator of success. The more prescriptions that are written for your product, the greater your company’s revenue.
It follows that tracking an increase in prescriptions to a specific marketing initiative is the holy grail of pharma marketing. Yet accurately attributing prescription lift to digital marketing programs continues to present a challenge for pharma marketers.
In order to calculate lift you need to determine how many prescriptions a doctor wrote before and after your marketing effort. That means you have to be able to identify prescribers by name. Historically, website analytics haven’t provided this level of detail.
Proxies of Value vs. Audience Identity Measurement
For the last twenty years, pharma marketers could only evaluate digital campaigns in general terms. Proxies of value—like page views, time on site, and sign-ups for samples—were the best metrics available. They left a lot to be desired.
Page view data can tell you how many visitors viewed a piece of content, but it doesn’t verify that those visitors were HCPs. It can’t distinguish between the HCPs who viewed your content for just a few minutes and those who read or downloaded related content elsewhere on your site. If the same physicians return later, you won’t know it—no matter how often they visit or how long they stay.
By contrast, audience identity management technology identifies individual HCP visitors to your website in real time, without requiring a login. It reports the name, NPI number, medical specialty, practice location, and online browsing behavior of each of these HCPs, so you know exactly who is visiting and what they’re viewing on your website.
Identity Lets You Quantify Lift
Knowing the identity of the HCP visitors that are visiting your website makes it possible to attribute prescription lift to distinct marketing initiatives. Here’s how it works:
- Use audience identity management technology to identify individual physicians who frequently visit your website.
- Cross-check the physician profiles in your email database to determine which of those physicians are likely prescribers based on their specialties and other relevant segmentation criteria.
- Review claims data to determine how many prescriptions each doctor within this segment wrote for your product before your most recent marketing effort and how many each one wrote after.
- Calculate the increase to determine the exact number of additional prescriptions generated by your marketing initiative.
With proxies of value, you have to guess about a website visitor’s engagement with your brand, and by extension, how likely they are to prescribe. On the other hand, when you can identify the HCPs who visit your website, you can demonstrate exactly how many prescriptions were actually written and by whom.
And because every new prescription represents one that won’t be written for competing brands, measuring lift relative to marketing programs demonstrates not only an increase in revenue, but also an increase in market share.