If I asked you what percent of your website traffic are actual physicians, what would you say? Maybe 40%? Or, conservatively, more like 20-30%? If so, you’re not alone. That’s what most of the pharma marketers who attended my presentation at DPE said. But it’s not even close.
Few Pharma Website Visitors Are Physicians
Less than 10% of total visitors to pharma websites are actually physicians. That isn’t a guess; it’s data. Real-time physician-level data collected from the websites of our first AIM℠ clients, including some big names in pharma, shows that the percent of physician visitors to pharma websites is in the low single digits.
Bad News for Marketing
Low physician turnout on your pharma website is bad news for many reasons:
- Pharma companies pour a lot of resources into their marketing efforts. No matter how you much your refine your message, unless physicians see it, your marketing ROI is going to suffer.
- “90% of pharma drugs are specialty drugs,” according to Bill McClellan from QuintilesISM. In other words, you don’t need just any physicians on your site. You need the specialty doctors who will prescribe your product.
- If less than 10% of your website visitors are physicians, but you don’t know it, you’re missing a huge opportunity to market to secondary audiences.
The good news is that AIM can help you develop a sophisticated understanding of your current website visitors—including physicians, but also mid-level prescribers, nurses, and other persons of interest—so you can engage them with relevant brand messages.
The Data Set That Backs It Up
DMD supplies data. We don’t do analytics, data management, or marketing execution, but we’re building an unprecedented physician-level data set. As of this month, we’ve tagged 470,298 individual pharma website visitors, including 312,253 physicians; 62,931 mid-level prescribers; 60,480 persons of interest; and 34,634 nurses.
When these tagged HCPs visit your website, AIM identifies each individual in real time, without requiring a login. Every profile includes the full name, medical specialty, NPI number, and state of residence of the tagged HCP, as well as which URL they visited and when.
This is a long way from Google Analytics, which gives you a snapshot of your traffic, but doesn’t provide individual data. While Google Analytics can tell you whether your traffic is coming from search or social media, AIM data tells you exactly who is coming. Instead of telling you which website pages are most requested, AIM tells you who is requesting them.
Physician-level insight becomes incredibly valuable when you consider that the average time an HCP spends on a website visit is 15 minutes, compared with only 8 minutes for the average sales rep visit. To make the most of those extra 7 minutes, you need to understand as much as you can about all your HCP website visitors. Then you can start applying that knowledge to all kinds of marketing initiatives, including personalized website content, rep-triggered email campaigns, and ad optimization.
Now that you know the number of physician visitors is far lower than you hoped, and that AIM can provide physician-level data about your website visitors, I’ll leave you with this question: what are you going to do with this never-before-seen data set?