Media buyers have always tried to make smart decisions about where they place ads and how much they pay for that space. Until now, though, there’s hasn’t been much real data to inform those decisions. Publishers can tell you how many page views you’re buying, but they haven’t been able to verify who is viewing those pages.
Since CPM is high in pharma, it’s especially important to make every page view count. You need to place ads in the online publications physicians actually read, know whether specialists or generalists are viewing your ads, and pay accordingly. Because audience identity management technology can track how many pages an individual physician viewed on a specific website, you can use it to make better advertising decisions.
Before: Guess Who?
Imagine you’re a media buyer representing oncology brands. When you’re getting ready to purchase online ad space you probably prepare a list of oncology websites, assuming that oncologists visit those sites. This seems reasonable, but as AIM data has now shown, less than 10% of visitors to medical websites are physicians. When you place ads on these sites, some oncologists will see them, but not as many as you’d like.
As part of your research, you might also conduct a survey. If there are 1,000 physicians in your target market, you could ask 50 of them which oncology websites they visit most often. Based on that feedback, you can make better choices about where to place online ads. But you’re still largely guessing.
Fifty physicians is a small sample, and it may point you in the wrong direction. Although 40% of surveyed physicians may prefer Publication A, this data may not hold true for your entire target audience. Recall-based surveys are also unlikely to give you reliable information about the time of day, frequency, and duration of physician visits to online publications.
Now: Calculate Page Views by Individual
The Audience Identity Manager℠ (AIM) is much more precise. It can tell you exactly which healthcare websites the 1,000 oncologists in your target market are visiting and at what time of day. If you’re considering purchasing ads from three oncology publications, you can analyze pageviews by individual oncologist to determine which publication gets the most views. You can compare when oncologists visit and time your ad buys accordingly. If the publisher supports it, you can even use AIM to serve targeted ads to individual physicians in real-time.
There’s a lot of talk about how pharma marketing lags behind other industries in technology. Yet pharma spends a lot of money on digital marketing, and it has one big advantage. While every industry struggles to identify its online audiences, pharma audiences are defined by NPI numbers.
Because of this identification system, AIM can report what websites and specific content individual physicians view. This opt-in technology is enabling medical publishers to deliver the accountable media digital marketers everywhere are seeking. At the same time, it is positioning pharma marketers on the leading edge of media buying.