Having ready access to a wealth of information about disease tracks and population health is changing the way HCPs do business today. With concrete data points to guide them, providers are able to apply key analytics as part of a comprehensive approach to improving patient outcomes and increasing efficiency.
Pharmaceutical marketers can also benefit from incorporating such a strategy rooted in metrics to guide their marketing efforts. When you work from detailed data about your providers, you can build more effective campaigns to educate them about the latest medications and their benefits.
How Data Can Inform Your Marketing Efforts
With the help of a quality database, you can track important layers of metrics that will offer a snapshot of HCPs habits and behaviors.
With the help of a quality database, you can track important layers of metrics that will offer a snapshot of HCPs’ habits and behaviors. This knowledge can help you create timely messages tailored to resonate with your recipients.
Here are three areas of insights to consider:
- Understand your audience: Accessing metrics from past campaigns will paint a clearer picture of who you are reaching with your messages and what type of information interests them. Consider logistics like where your recipients practice, their specialty, and their prescribing history. These details can help you develop future campaigns designed to meet your HCPs’ interests and needs.
- Know what makes them click: Just like HCPs use data to identify at-risk populations and determine the best interventions, marketers can look to how HCPs have engaged with earlier emails to understand what type of headlines get them to open your messages, which links they click on, and what keywords move them to action.
- Follow their website behavior: Your website is a big piece of the puzzle. As such, you’ll want ready access to analytics about when HCPs visit your website, what they look at, and how long they spend there. This physician-level website intelligence can help you create compelling emails designed to share the specific products and strategies that can help them do their job better.
The Importance of a High-Quality Database
Having accurate data to work from is essential to your campaign’s success. Be sure to select a high-quality database that covers all of the bases, including:
- Authenticated, first-party sourced email addresses
- Double opted-in HCPs
- Daily updates
Using Data to Create Compelling Messages
Physician-level website intelligence can help you create compelling emails that share specific products and strategies to help HCPs do their job better.
When you track the right data points, you’ll gain real insight into your target audience and their likes, dislikes, and prescribing habits. This information will enable you to create highly personalized email campaigns.
Remember that while you may think you know what your physicians want and need, the truth is in the data. That’s why working from a reliable database takes the guesswork out of the equation. It enables you to track your outcomes so you can ensure you are developing healthy and lasting relationships with your most promising prescribers.