Timing is everything—both in life and also in marketing.
Perhaps you’re considering a trip to the Grand Canyon and you suddenly get an email with links to hotel deals, airfare specials, and tours of the South rim. Such a well-timed message may encourage you to go ahead and book these details. This makes your vacation planning quick and painless.
Meeting Physicians’ Needs
Physicians who are researching online to learn more about disease pathways and pharmacological options also welcome emails that can increase their efficiency. As a pharma marketer, this makes it imperative that you know the needs of your physicians. That way you can respond in a timely manner and position yourself as an important resource.
Audience Identity Data
One of the latest, and most valuable tools to support more meaningful interactions with HCPs is audience identity management. Unlike aggregated data, audience identity technology captures the browsing behavior of individual physicians who visit your brand site. More specifically, this technology identifies and reports specific information including:
- Name of the healthcare professional
- NPI #
- Professional designation and specialty
- Geographic region
With this data, you can identify new HCPs to expand your intended audience and deliver emails tailored to meet their specific interests and needs.
Once you identify physicians you can follow their digital journey and apply these insights to your physician database
For instance, suppose a HCP visits your website and clicks on a section about insulin products for diabetes. If you’re following the specialist’s path, this can trigger an email with more details about your pharmacological options for diabetes and their efficacy.
Audience identity data not only gives you physician-level insight, but helps you make better decisions. By understanding what your physicians are interested in, you can shape your follow-up marketing strategy by personalizing emails and targeting website content.
Insights + Emails = Effective Strategies
The most effective pharma marketing campaigns combine audience identity data with a quality physician email database. The two components must be coordinated to create and deliver personalized messages that engage with physicians on a deeper level.
A high-quality email database combined with audience identity data can take your marketing efforts to a new level
Physician email lists might contain multiple email addresses for one doctor. But how do you know which one she prefers? A quality email list includes physicians who have double opted in to hear from you and ensures you are reaching your target physician at their preferred email address so you can be confident your messages will be read.
Adding Up the Benefits
A high-quality email database combined with audience identity data can take your marketing efforts to a new level. This allows you to take a vacation from the guesswork and create compelling email messages that will further your HCP relationships.
