High-performing marketing teams are putting new emphasis on connecting with their audiences as they move through different levels of engagement with a brand. Top marketers are also focused on creating an integrated experience across email, website, and event marketing. For most, implementing these strategies requires a unified vision of each customer.
Healthcare has an advantage over other industries, because it’s possible to know the identity and browsing habits of individual physicians who visit healthcare websites. By linking real-time hospital website data with your physician email database, you can gain a deeper understanding of how key audiences interact with your health system brand across marketing channels.
Understand What Physicians Do After Clicking Through
Click-through data reports when a physician clicks the call to action in your email and is taken to your website, but it can’t answer any of these questions:
- Did the physician register for the CME event your email promoted?
- Did she simply glance at the event page and then leave your website?
- Did she spend 15 minutes reading the whole clinical study you sent?
- Or did she bounce to unrelated content?
When you know the identity of your website visitors you can answer questions like this. By reporting the name, NPI number, and specialty of physicians who visit your site, new technology enables you to understand which of your web pages a physician visits, how much time she spends on each, and the links she clicks on.
Monitor Post-Event Website Activity
After you host a CME seminar or other event, you know which physicians attended and can follow up with a thank-you email. Yet unless a physician claims your offer or requests some other form of interaction, it’s easy to lose contact.
Knowing the names of your website visitors changes that. It lets you determine which attendees visit, whether right after the event or months later. You can also track how frequently they return and what content they view. This data becomes incredibly useful when it’s time to plan your next email campaign or drive registration for upcoming events.
Analyze the Impact of Website Content
You probably create extensive website content to support key service lines, tell patient success stories, and promote news about awards, medical advances, and equipment acquisitions. Regardless of the analysis that goes into developing your content, you need to verify its effectiveness once it’s published.
It’s important to know if it’s actually being read—and by whom—so you can improve future content. Because audience identity management technology distinguishes between physicians, nurse practitioners, physician assistants, and nurses, it can identify the types of content each group is most interested in. It can also tell you where each of those health professionals practices.
You may discover that in-system physicians are following your updates, but that few outside physicians visit your site. If your marketing goals include increasing referrals, this is critical information. On the other hand, discovering that nurses from other regional hospitals frequently visit your site might indicate a promising recruiting opportunity.
By knowing the browsing behavior of individual health professionals who visit your website, you can determine what content they consume at various points in their relationship with your brand, identify its weaknesses, and respond with content that meets their changing needs.