Audience identity management technology can potentially report the names of the HCPs who visit your website, so you can verify if you’re attracting and retaining your target audience. But what do you do if the data indicates that your HCP audience is smaller or different than expected? You refine your website strategy, measure the results, and repeat until you’ve built the audience you want.
Measure HCP Visitors
Imagine you run a TV network. The numbers are in, and one of your prime time shows is underperforming. Maybe you move it to a different time slot, or hire a new producer. You continue tracking how many viewers you gain or lose at every step, and make decisions after the data is analyzed.
Audience identity management technology lets marketers take a similar approach to pharma websites, but with even greater precision. Instead of relying on classic measurements like audience page views, time on page, and bounce rates, you can can determine exactly how many authenticated HCPs are visiting your website at any time.
Establish a Baseline
Even if the data reveals you have fewer physician website visitors than you’d like, that number is valuable as your baseline. By making marketing decisions based on fact -- like how many authenticated HCPs visited this month compared to last -- you can evaluate the success of specific marketing efforts.
For example, assume your initial audience identity management report indicates that 100 HCPs visited your website in March. That’s a good showing, but not quite up to your monthly goal of 120 HCPs. To drive additional traffic to your website, you might choose to run two email campaigns targeted to your ideal audience.
At the end of April, measure your site traffic again. If you reach 120 HCPs, your email campaign was a homerun. If you see a slight increase, give the campaign a little more time; but if you see no increase or a decrease, reconsider your email message, design, and deployment strategy. Regardless, knowing how many authenticated HCPs visit your site, rather than simply how many pages were viewed by all visitors, offers new insight into the effectiveness of your marketing programs.
Nielsen on Steroids
Pharma marketers with AIM-enabled websites have another advantage that TV executives lack. While Nielsen can report that a particular show has a 3 point rating among 18-24 year olds, it doesn't dentify individual viewers. Without more specific information about each person’s interests and viewing habits, making that show more appealing is almost a guessing game.
But AIM tells you not only how many physicians visited your website at any given time, but also the identity of those physicians. Specifically, it reports the name, NPI number, medical specialty, and practice location of every “tagged” HCP who visits your website. You can use this information to customize website content for different audience segments.
It’s important to keep track of HCP website visitors so you can measure improvement against an established baseline. As you implement marketing programs that drive your target audience to your website, continue measuring your audience after each new initiative. When your authenticated traffic begins to increase, you can justify your marketing spend -- and even link it to changes in prescribing behavior.