Data, by nature, doesn’t seem personal. It’s all numerical variables and coding matrixes, right? Not exactly. When you use that data it as a foundation from which to extract physician insights, what results is highly personalized communications. And, not in the definition of what many health system marketers consider “personalized.” Making assumptions based on aggregated analytics or creating physician personas which you think best fit your brand heads you down the path Evan Magliocca’s recent Martech.com article admonishes.
“I hate to break it to you, but you don’t know your customers as well as you think you do. A marketer’s understanding of a customer is usually an ideal view pushed by the brand team—an aspirational view that everyone believes. This couldn’t be farther from the truth.”
If you expect to advance your hospital’s growth in a healthy manner, you must first understand the importance of physician insights and how those insights foster durable physician relationships.
Putting Insights to Work as Actionable Intelligence
How can you get to a place where you do know your physicians as well as you think? The first step is creating complete physician profiles—accomplished via a two-sided, data-driven approach of using quality physician email lists and an audience identity management platform.
1) Physician Email Lists
It’s time to think of your physician email list as a marketing partner, not just a marketing tool. With data points such as NPI number, specialty, caseload, and referral patterns, you have the opportunity to segment physicians and speak to them on an individual level about their most relevant and concerning issues.
Here’s another point to consider: Your physician email list might contain multiple email addresses for one doctor. Do you know which one she prefers? A quality list provides that information. It also ensures you’re only deploying to docs who have double opted in to hear from you and thus interested in what you have to say.
It’s time to think of your physician email list as a marketing partner, not just a marketing tool.
2) Audience Identity Management
The idea of audience identity is often misunderstood as a culmination of aggregated data. It’s much more. An audience identity management platform captures the browsing behavior of individually “tagged” physicians who visit your health system’s website, including which pages they visit and how long they remain on each.
For example, Dr. Falkner spent a significant amount of time viewing a webpage containing information on an upcoming clinical trial at one of your hospitals. Dr. Cho only spent a minute or two on that same page but then migrated to another portion of your site with information about your cancer center. That information can be added to each physician’s individual profile in order to further customize communications.
Marrying the data gleaned from audience identity management technology with a robust, authenticated physician email list provides you with what Magliocca calls “actionable intelligence.” You not only possess physician-level intel, but you also know what to do next.
Outreach possibilities, when rooted in physician insights, makes data-driven marketing less about stats and more about having real, impactful conversations with physicians. That is where the true opportunity for hospital growth lies.