Every pharma sales rep is looking for an edge. And, pharma marketers work hard to help reps optimize every interaction with their physicians. You train reps on your products and develop materials they can leave behind for physicians, nurses, and even patients.
Yet, reps often call on the same physician for several years. Inevitably, they reach a point where there’s not much new information to share. To hold their physicians’ interest – and warrant continued face time – they need something unique to talk about. That’s where physician-level website data comes into play.
Web Data Tracks Physicians’ Current Interests
Previously, marketers had no idea what content physicians were viewing on their websites. Now, audience identity management technology can identify tagged physician by name, specialty, NPI number, and practice location. With this information, you can track the browsing behavior of individual physicians, physician assistants, and nurse practitioners across your website. Then, you can link that data to each healthcare professional’s profile in your database.
For instance, audience identity management technology might tell you that Dr. Jane Reid, a family medicine specialist in California, came to your website on August 20. After browsing on your homepage, she visited the safety page, where she read about the REVEAL and PARK studies. Then, she spent some time looking at clinical updates. After that, she spent a few minutes bouncing around your site before leaving.
A Simple App Keeps Reps Informed
You can program a simple application to monitor this audience identity management data and then email relevant chunks of information to the rep that calls on each doctor. Dr. Reid’s rep, David, might receive an email something like this:
“On August 20 at 8:43 p.m., Dr. Jean Reid visited our site and looked at the following pages: home, safety, REVEAL study, PARK study, and clinical updates. This data has been stored in the CRM. I hope you can use it during your next interaction with Dr. Reid.”
David now has real insight into what currently interests Dr. Reid; he can use that information to tailor their next meeting to her specific needs.
Pharma Reps Follow Up in Person
When David sees Dr. Reid, he might open by saying, “You know our safety profile has been great, but I thought today I would tell you about two new trials that we’re working on that really compare our adverse event to those of Product X.” Because David was aware of Dr. Reid’s interest in the trials in advance, he can come prepared with the most up-to-date information and supporting materials.
David never needs to mention the company website, or the fact that he reviewed Dr. Reid’s browsing habits. He can simply acknowledge that she is thinking about safety right now and provide information to support the brand’s safety message. Physician-level Web data makes this kind of rep intelligence possible. And, it’s only available on websites that have subscribed to the practice of audience identity management.