The 2016 Salesforce State of Marketing report surveyed nearly 4,000 marketers to identify current trends in digital marketing. Among other things, the research revealed that high-performing marketing teams are putting new emphasis on connecting with customers through a variety of channels as they move through the buyer’s journey. Top marketers are also focused on creating an integrated customer experience across marketing, sales, and service. For most marketing teams, implementing these strategies requires a unified vision of each customer.
In pharma marketing, the Audience Identity Manager℠ (AIM) offers unique insight into the preferences and interests of individual physicians. By linking this real-time website data with your physician database, you can gain a deeper understanding of how key audiences interact with your brand across your email, event, and website campaigns.
Follow Through on Email Campaigns
Click-through data tells you when a physician clicks the CTA in an email and is taken to your website, but it can’t tell you what that HCP does next. Does he register for the event your email promoted or just take a quick look at the event page before leaving your website? Does he spend 10 minutes reading the entire clinical study you sent, or bounce to unrelated content? Audience identity management technology answers these questions by reporting which of your web pages each physician visits, how much time he spends there, and the links he clicks on.
Track Post-Event Activity
When you host a KOL speaking tour or other event, you know which physicians attend. You can follow up with a thank-you email, but unless a physician claims your offer for additional content or requests a sales call, you may lose contact. Certainly you’ve never been able to determine if any of the physicians who attend your events ever visit your website. With AIM, you’ll know which attendees come to your website, whether immediately after the event or weeks later. You’ll also know how frequently they return and what content they view, all of which is helpful in planning subsequent email campaigns and increasing registration at upcoming events.
Evaluate New Website Content
If you’ve recently launched a new product or therapeutic initiative, you’ve probably created extensive website content to support it. Regardless of the analysis that went into developing that content, once you’ve published it, you need to verify its effectiveness. You need to know if it’s actually being read—and by whom—so you can improve future content. Because AIM distinguishes between physicians, nurse practitioners, physician assistants, and nurses, it can pinpoint the types of content each group is most interested in. You may discover that physicians are reading only a small portion of the journal articles and clinical studies you’ve provided. Or, perhaps nurses are spending just a few minutes on your site because they aren’t finding the content they need.
By tracking HCP’s browsing behavior on your site over time, you can identify content gaps, determine what content is consumed at various points in the buyer’s journey, and continually refine your content offerings to meet the changing needs of healthcare providers.