If all you had to do was market to robots, your job would be easy. A no-nonsense approach of presenting facts and figures with bulleted arguments as to why your product is better than XYZ’s would likely land you significant sales.
Robots—at least for now—aren’t capable of human emotions. They process data, computing the pros and cons until a decision is made. Information is just information; when it comes, it’s measured and resolved. The concept of customer experience (CX) is not relevant.
HCPs—regardless of how robotic their bedside manner may be—are subject to the human experience. They’re consumers, therefore, customers.
Most marketers comprehend the theory behind customer experience, but they may not understand how to execute an effective CX strategy. The answer lies in the data, which has largely remained an underused asset.
Building A Data Foundation
In keeping with the customer experience model, your mantra should be, "The more I know about you, the better I can serve you." The audience identity management technology allows companies to collect pieces of data much more granular than data gleaned from traditional metric tactics.
With this technology, you can identify HCPs by name, NPI number, specialty, practice location, and even prescribing behavior. You can also determine which pages website visitors view and how much time they spend on those pages.
How does this information factor into CX?
One-Two Data Punch
1) Understand HCP needs and expectations.
If you know what HCPs are looking for when they land on your website, you can customize site content to meet those specific needs. For example, if you’re seeing high traffic on a particular drug’s side effect profile page, you might make that page more accessible. Visitors no longer have to click through multiple pages or links, reducing frustration and improving CX.
2) Extract, then act on the data.
The more I know about you, the better I can serve you.
Upon extracting specific details about HCP website visitors, you can now segment your audience and target those groups with appropriate messaging. Going back to the side effect example, "acting on the data" involves proactively emailing the inquiring HCPs a complete side effect profile along with any support materials that might be relevant, and an invitation to discuss further. You’ve eased their search, provided solutions, and opened a line of communication.
Insights uncovered about visiting HCPs may turn into surprising opportunities. For example, if a drug is approved for an expanded indication, new specialists can be added to communication programs to make sure this information is relayed to the expanded target list.
Understanding and exceeding HCP needs and expectations improves engagement—not just in digital interactions, but in touchpoints across all marketing channels. Leaning on data to build robust HCP profiles ensures you’re communicating and educating in ways that best serve them, thus building an empowered (and happy) customer.