Until now, healthcare websites have delivered the same general content to all visitors – physicians, nurse practitioners (NPs), physician assistants (PAs), nurses, and patients – simply because marketers lacked the ability to identify the audience visiting their website. Cookies and logins never really solved the problem of capturing individual physician data, so healthcare marketers had to settle for one-size-fits-all content.
Audience identity data can provide physician-level data about your website visitors in real-time without requiring a login. By identifying every tagged physician who visits your site, a new technology delivers the tools you need to glean more insight about your website visitors than ever before. This technology is DMD’s Audience Identity ManagerSM (AIM).
Physician-Level Data Makes the Difference
AIM identifies four key pieces of data about the tagged physicians who visit your website: name, specialty, NPI number, and practice location. Four pieces of data may not sound like much, but it’s the jumping off point that allows you to connect every verified website visitor to your company database.
Consider a hypothetical psychiatrist, Daniel Rollo, from Alabama. DMD has tagged Dr. Rollo through our partners in the medical publishing space, the Healthcare Communications . When Dr. Rollo visits a website with an AIM reader, AIM immediately recognizes him and passes his identifying information back to the website owner. As he moves through the site, AIM tracks the pages he views and how long he spends on each.
Understand Web Behavior by Specialty
Using this information, you can compare Dr. Rollo’s viewing habits to those of other identified website visitors. Over time, you’ll develop a clear picture of what interests different physicians. Since you know their specialties, you can identify usage patterns and adapt your content accordingly.
For instance, maybe most of your site visitors are specialists who gravitate toward clinical information, but a smaller number of generalists spend considerable time looking at safety and dosing information. Or, you may be surprised to discover that many more (or fewer) nurses are visiting your site than anticipated. With this information, you can adapt both the content and design of your website to better serve your most valuable audience segments.
Connect the Dots between Your Website and Database
Those four key pieces of physician-level data also allow you to go back to your customer database and learn much more about Dr. Rollo. By reviewing his profile in the context of his recent website behavior, you can personalize future interactions. For example, you could deliver a pop-up Web invitation to invite him to a local event, you could share information about his interests with his sales rep prior to their next meeting, or you could send relevant follow-up content via email.
The Number of Tagged physicians Is Increasing Fast
Of course, all of this data depends on having a large pool of tagged physicians for AIM to verify against. Working through our Healthcare Communications Network, which includes medical publishers and other partners who have first-hand relationships with HCPs, we’ve already tagged more than 400,000 physicians using more than 600,000 devices.
More than 300,000 of these are physicians. By the end of 2016, we expect to have 70% penetration of targeted physicians; we plan to get close to 85% in Q1 2017. As we continue to tag more physicians and onboard more medical websites, the value AIM brings to your digital marketing initiatives will only increase.