Pharma marketers know that open, click-through, and conversion rates are critical when it comes to evaluating the success of digital campaigns. A/B testing different messages and analyzing the resulting metrics can tell you what subject lines, preheaders, and calls to action (CTAs) are most effective for email deployments and rep-triggered programs alike.
But, what if there was a new way to know at the individual level what your target audience would respond to? What if you could identify the exact messages individual HCPs click on when visiting your pharma website? If you’ve been following our blog in recent months, you know this really isn’t a “what if” scenario. Audience identity management technology is already offering physician-level website data. Now it’s time to put that data to work.
A/B Testing Works
You’ve probably been A/B testing subject lines, preheaders, and CTAs for years with improved results. Ratios of opens to clicks can tell you when one or more of these elements is working well and when others need improvement.
HCP email campaigns typically have a 10:1 ratio of opens to clicks. When the ratio skews to 15:1 or 20:1, you know that your subject line caught people’s attention, but your CTA didn’t inspire them to take action. On the other hand, a ratio of 4:1 or 3:1 means the messaging visible in the inbox – the subject line, preheader, and sender field – wasn’t as appealing as the CTA you provided inside the email.
This is valuable insight, so we’re not suggesting you abandon it. Instead, think about how you can use physician-level website data in advance of A/B testing, to provide a better starting point for developing and evaluating key messages.
Website Data Is Even Better
If you use audience identity management technology on your pharma website, you can identify every tagged HCP visitor by name and determine what he or she clicks on. You can fully understand which CTAs individual physicians respond to, as well as segment results by state of residence, specialty, or more.
Imagine that one of your site visitors, Dr. Lee, clicked on these three offers during the last year: “Download your coupon here,” “Download a 25% off coupon now,” and “Click here to get your coupon.” During the same period, he viewed but didn’t click on these two offers: “Get 25% off today” or “Save on Product X now.” Clearly, Dr. Lee responds to the word “coupon.” The next time you email him, whether through a large deployment or a rep-triggered program, you’ll know you should use “coupon” in your subject line or CTA.
Dr. Lee’s behavior can also provide insight into other’s preferences. Perhaps your physician-level website data will identify an entire segment of doctors who respond especially well to the word “coupon.” Or, maybe there’s a group that spends time viewing the product information on your website, but never clicks your coupon offers. Now that you know who those doctors are, you can analyze their browsing behavior and begin developing messages they can’t resist.