Knock, knock. Who’s there?
A pediatrician from Detroit? A nurse from L.A.? A surgeon from who knows where?
When website visitors come knocking, do you know who’s really at the door? Probably not. Until now, the audience identity management technologies available to healthcare marketers, like cookies and logins, have been unable to provide the accurate, real-time information you need to truly understand your HCP visitors.
Yet, delivering relevant content is more important than ever. HCPs expect to read meaningful content when they visit your site. When they don’t, you risk losing their business. What you really need is the digital equivalent of a sales rep. That is, a website smart enough to identify your HCP visitors and relay their digital behavior back to you in real time.
Verification Prompts Don’t Cut It
Consider this familiar scenario. Johnson & Johnson first marketed its epilepsy drug, Topamax, directly to neurologists. Later, Topamax was approved for a new indication for migraines. Thus, J&J gained a second core audience of general practitioners.
At that point, the challenge became how to provide targeted information to both groups on the website. Like many pharma companies since, J&J set up a verification prompt asking the website visitors if they were a general practitioner or a neurologist. By answering this question, each group was routed to the appropriate content. Unfortunately, every keystroke that is required from a respondent decreases traffic to the site.
This example is 10 years old, but things haven’t changed much in the meantime. We’re still mostly guessing when it comes to knowing our Web visitors.
A Better Alternative
Compare this imprecise approach to your sales reps’ sophisticated customer relationship management strategies. An experienced rep can turn even a two-minute conversation into a highly relevant and motivating exchange. That’s because she knows exactly who she’s talking to and can tailor every aspect of her interaction to that person’s needs and interests.
Imagine if your website could do the same thing. When a doctor knocked, you’d know immediately, “That’s Dr. Chan, the oncologist from Seattle.” You could greet him with a relevant message; perhaps, “Hello, Dr. Chan. You might be interested in our latest report on the recent increase in survival rates.” From there, you could continue to refine your content delivery based on Dr. Chan’s evolving interests.
Knowing exactly whom your HCP website visitors are allows you to expand your reporting, gain new insights into their needs and behavior, and more accurately track campaign ROI. With this information, you could deliver meaningful content to every HCP, every time.
This is the gold standard in website audience identity management. Unfortunately, until now, we simply haven’t had the technology to consistently collect accurate HCP data in real time.
Making It Possible
After verification prompts, pharma companies experimented with logins, which tend to turn HCPs away. For a while, cookies seemed like a great solution, but new privacy restrictions and the rise of mobile have limited their usefulness. As a result, most of today’s healthcare websites are wide open. They blast the same message to everyone, which is frustrating for HCPs and may even get the company into regulatory trouble.
So, what’s next? Only the biggest innovation in digital healthcare marketing since the cookie. Stay tuned for a new product that is about to turn digital audience identity management on its head.