Everyone likes a good deal. And why not? Getting more for your dollar today leaves a little extra for tomorrow.
This is true whether you’re taking advantage of 2-for-1 Frappuccinos at Starbucks or looking for the most effective ways to spend your 2018 pharma marketing budget. Though you may need to rack up rewards points to get a coffee bargain, you can implement the following digital marketing strategies right away.
Digital Advertising: Buy Smarter
Programmatic ad buying is fraught with problems. Bots skew traffic numbers. Audience segmentation is inaccurate and imprecise. You even run the risk of having your ads show up on undesirable websites.
In other words, it’s hard to be sure you’re getting what you paid for on an open exchange.
Since programmatic is here to stay, the trick is to buy smarter within the existing infrastructure. For pharma marketers, digital audience identification technology provides some much needed transparency.
When you buy digital ads from publications that use this technology, you can verify the names and specialties of the individual physicians who view your ads. That means you can target ads more precisely, or choose to purchase space elsewhere if you’re not getting the impressions you need.
Website: Make Your Content Accountable
Forrester Research considers the ability to identify individual website visitors “the most basic prerequisite for marketing analytics, orchestration, and execution.” For anyone who has tried to build a pharma website around aggregated data, that hardly comes as a surprise.
After years of wondering exactly who was visiting your website and what they viewed, you can now use digital audience identify technology to access physician-level data in real-time. By analyzing the browsing behavior of verified visitors, you can deliver relevant content to high-value targets and even uncover competitive insights.
Email: Run More Cost-Effective Campaigns
Email continues to be one of the most cost-effective channels for engaging physicians, but you can make it even more efficient by:
- Using an authenticated physician database with guaranteed deliverability
- Segmenting audiences based on specialty, hospital affiliations, and prescribing and diagnosis data
- Sending email at the ideal time for your audience as determined by ongoing automated testing
- Using digital audience identity data to know how email recipients engage with your website after clicking through
You can get even more value by developing email campaigns that integrate website initiatives, event marketing, and in-person visits from sales reps.
TV Ads: Adopt Digital Techniques
We’ve all grown accustomed to the highly focused targeting and real-time personalization of digital advertising. As a result, TV ad-buying looks worse than ever. It’s simply not possible to identify individual TV viewers and run targeted ads in real-time.
Still, some progress is being made in that direction. For example, the Wall Street Journal recently described how technology company TubeMogul is utilizing loyalty program, purchase, and TV viewing data to help retailers buy TV ad inventory more strategically. Though TV ad-targeting technology has a long way to go, pharma marketers may eventually be able to utilize these capabilities for DTC advertising.
By taking advantage of digital marketing efficiencies as they evolve, you can optimize your email, website, and advertising campaigns for increased engagement and better ROI in 2018.