Pharma marketers know that traditional “push” marketing strategies, such as advertising, direct mail, and spray-and-pray email campaigns, are far less effective than they once were. When inundated with brand messages, many physicians, even those who are genuinely interested in your product, simply tune out. As a result, marketers have shifted their focus to inbound strategies that use blogs, content-rich websites, and social media to share valuable information and attract a following.
Inbound success depends on making a connection with prescribers at every stage of the customer journey by speaking in a personal, relevant way to specific “personas.” Earlier this year, IBM explored some of the common barriers to understanding the customer journey, including the challenges associated with developing accurate, detailed personas. Reporting on physician-level website data addresses many of these challenges.
Entice HCPs to Share More Information
Content marketers routinely use downloadable offers and content to encourage prospects to share information about themselves. You won’t collect much information, though, if your offers and content don’t appeal to your target audience.
Physician-level data can help you evaluate the effectiveness of your website. If real-time website data indicates that not enough HCPs are engaging with a particular piece of content, you can respond quickly by refining or replacing it. Or, if you discover that an unexpected audience is responding to a recent offer, you can make sure that related landing pages and forms will appeal to that group as well. Similarly, if website data indicates that HCPs navigate to your landing page but leave without completing the download form, you might consider requiring less or different information.
Supplement Buyer Persona Research
In a perfect world, you’d do thorough interviews with actual prescribers to gain a deep understanding of their challenges and build comprehensive prescriber personas. In the real world, physicians are increasingly hard to reach, and pharma marketers have to find other ways to gather the information they need.
Our audience identity management tool reports data about individual website browsing behavior, so you can develop a detailed picture of actual physicians. For additional insight, you can link that data to existing HCP profiles in your email database. You can also consider the data in aggregate, slicing and dicing it by any number of segmentation criteria to pinpoint the specific details you need to create effective personas.
Interpret and Address Online Silence
The journey from prospect to prescriber often follows a long and winding road. For pharma marketers and sales reps, understanding when, where, and why a prescriber hesitates is crucial to conversion. Physician-level website data can tell you if you’re losing potential prescribers at the same point, or at many different spots along the way. You can analyze this data by specialty and location to identify trends and work to address shortcomings in your website content. You can also cross-reference physician-level website data with email engagement data, event attendance, or in-person interactions with sales reps. Once you’ve identified a potential prescriber’s challenge, you can take action, either online or in-person, to address his or her concerns.