In 2018, it would be inconceivable for a product or service brand not to have a web presence. The immediate availability of information over the web now means it stands to influence awareness and engagement, with an expanding role in the sales process.
While retailers face challenges as regularly as the pharma industry when constructing a customer-friendly website, pharma has much more to consider in terms of meeting HCPs needs. Whether a shoe brand runs small or true-to-size fit is much less complicated than ensuring a drug profile is comprehensive, up to date, and readily accessible to those who seek it out.
Equally important is understanding the diverse needs of HCPs. Generalists research different information than specialists. Nurses have their own set of inquiries. To improve your online relationship with these HCPs, you need to meet them where they are.
Creating a seamless customer experience
Think about the last time you sought help online. Perhaps you were looking for gluten-free options at a new restaurant or were researching specs on a television purchase you’re considering. How many pages would you click through before you became frustrated and abandoned ship? HCPs don’t have time for detours and delays when searching for information they need right now.
“In the online world, it is easy for physicians to stop engaging at any point if it is not meaningful or relevant to them,” said Bozidar Jovicevic, VP, Global Head Digital Medicines, Sanofi, in an eyeforpharma.com article regarding the evolution of the shortened attention span. “In other words, if pharma is not relevant to them in the first 10 seconds, all they need to do is close the tab/window. It takes one click.”
Many pharma brands lack the necessary resources or insights to transform customer data into this type of an enhanced customer experience. And, until recently, pharma lagged behind other industries in embracing digital as a useful tool. That has all changed with advancements in audience identity management technology.
To improve your online relationship with HCPs, you need to meet them where they are.
With this technology, you can capture individual details about HCPs visiting your website, such as NPI number, specialty, geographic location, prescribing patterns, and caseload. That information tells you who you’re working with. An audience identity technology platform also allows you to follow HCPs on their digital journey throughout your pharma brand site--as well as other medical websites in the online medical ecosystem--which tells you what they’re looking for.
Now you know:
- Who your customer is
- What your customer needs
There’s really no greater basis from which to segment, personalize, and optimize the content you offer.
For example, you may discover a recently published clinical trial on targeted therapy is getting a great deal of traffic from medical oncologists. Placing a highly visible link to all pertinent information from your home page eases their search and improves the customer experience.
Nurses often investigate patient support services, being on the front lines of patient care. Creating a portion of your website dedicated to related information expedites their search and enhances your relationship with that specific segment of healthcare staff.
In the same article referenced above, Jovicevic speaks to just how valuable dissecting, customizing, and optimizing content can be.
“For physicians, one problem they face is the overwhelming amount of content available,” he says. “They are finding it difficult, if not impossible, to stay up to date due to the vast proliferation of data and the escalating number of trials published each year. This is one issue where pharma can be helpful.”
Providing information and being helpful by meeting customer needs are two different approaches. Make sure you do both to the best of your ability.