Imagine if you could know the name, medical specialty, and practice location of the HCPs who visit your healthcare website. For the first time, you’d have a clear understanding of your traffic. You’d be able to deliver truly customized content and extend an engagement beyond a single website session.
At EyeforPharma, I’ll be presenting data from a variety of pharma websites that are using audience identity management technology to revamp their digital marketing programs and increase ROI. To get ready, check out our short video on website audience identity.
As you saw in the video, fictitious company Alvo Pharmaceuticals:
- Identified four different types of website visitors
- Determined what kind of content each viewed most often
- Customized its home page for each audience
Alvo’s website customization project is a hypothetical example, but it’s based on several real-world uses of audience identity management technology.
After viewing the video (4:15), you’ll be ready for a deeper discussion about the benefits of knowing the identity of your pharma website visitors. I look forward to seeing you during my presentation at Eye for Pharma in Philadelphia on April 20 at 3:40 p.m.
What is AIM?
AIM identifies the individual HCPs who visit your website -- in real time, without requiring a login. HCPs are “tagged” when they opt-in to the program. Then, whenever a tagged HCP visits an AIM-enabled website, AIM reads that tag and reports the individual’s name, medical specialty, NPI number, browsing history, and more.
Introducing Alvo Pharmaceuticals
Since we have to honor the confidentiality of our clients, we’ve developed an example based on several real-world uses of AIM. Our fictitious company is called ALVO Pharmaceuticals. Alvo is new and relatively unknown. They're third-to-market with an ADHD patch. Since their sales force is small, they're focusing on non-personal promotion. They're trying to do a lot with a little, which means their website needs to connect with HCPs in a meaningful way.
What Alvo Has Learned
To achieve this, Alvo decided to use AIM to identify individual HCP visitors to their website. When they put the AIM reader on their site, they were surprised by what they learned. Alvo expected that the majority of their traffic would be from psychiatrists. Instead, they got a lot of family and internal medicine practitioners, along with cardiologists and neurologists. They also thought that nurses would be a big part of their traffic, but they didn’t see as many as they expected. When they did a content dive, Alvo found that generalists were mostly interested in dosing and safety, while specialists mostly focused on the science behind the product.
HCP's Home Pages
Armed with this reality-based insight, Alvo created a personalized content strategy for their home page. They understood they had 4 different audiences - generalists, specialists, nurses, and visitors who didn’t fit into any of these 3 categories. So they created a different above-the fold home page for each audience. Each page had an image and a headline that spoke directly to that particular audience segment. Each page also highlighted four topics that were especially relevant to that group.
Right Message, Right Target
When generalists visit Alvo’s home page, they see a photo and a tag line that focus on treating patients. In contrast, specialists see science-oriented content that highlights Alvo’s cutting-edge mechanism of action. The content directly below the images also differs by segment. Since Alvo knows generalists are very interested in prescribing and safety information, these topics are displayed prominently below the generalist banner image. By comparison, the topics on the specialist page relate to method of action, recent studies, and clinical trials.
The average website visitor gives a website only a few seconds to deliver the information they need. By customizing the home page of the website for each visitor, Alvo is making the most of those first few seconds to keep site visitors interested and engaged.
AIM Benefits for Alvo
By implementing AIM and carefully analyzing the HCP-level data it returned, Alvo was able to create a website suited to four unique HCP audiences. AIM technology saved Alvo time and money by eliminating the guesswork about who visits their site. Now the brand is on the path toward delivering personalized content and building meaningful relationships with key healthcare professionals.
If you'd like more information on what AIM can do for you, please visit the resources listed below this video.