In a recent survey, U.S. advertising and marketing professionals from a variety of industries were asked to identify the biggest challenges of data-driven marketing. Their top answer, “heightened regulation of personal/audience data” is, of course, very familiar to pharma marketers.
While personal data absolutely should be protected, data reported from individuals who’ve opted-in to digital identification programs helps solve a number of the marketer’s other top problems.
Lack of Visibility into Marketing Results
Nearly a third of respondents cited lack of visibility into the results of their advertising and marketing efforts as a major challenge. This isn’t too surprising, considering that for the past 20 years, marketers have only had access to probabilistic data about their online audiences. Probabilistic data alone isn’t enough to directly correlate marketing intervention with purchase behavior.
Solution: Digital identification technology reports each HCP’s actual identity, so this is no longer a problem. In fact, knowing the identity of the HCPs who visit your website allows you to attribute prescription lift to specific marketing initiatives.
Ad Fraud Caused by Bots
For more than a quarter of the marketing professionals surveyed, ad fraud caused by bots or non-human traffic is a major concern. Pharma, with its high CPCs and CPMs, is a particularly attractive target for cybercriminals. Unless you can verify the identity of your website visitors, it’s impossible to optimize your ad spend for your most meaningful HCP targets.
Solution: Digital identification technology works by “tagging” opted-in HCPs and then reporting their browsing behavior on participating websites. Given the authentication platform that this technology is built on, it’s highly unlikely that a tag would be placed on a bot.
Lack of Appropriate Audience Data
Digital marketers are also frustrated by a lack of appropriate first, second, and third-party audience data.
Solution: Each digital identification “tag” includes an HCP’s name, NPI number, practice location, and medical specialty. The technology also reports how often an HCP visits your site, what content he views, and how long he spends on each page.
This information can be linked with each HCP’s profile in your email database to provide additional insight into his prescribing habits, case mix, and email preferences. Taken together, website and email data paint a detailed picture of the individual HCPs you want to engage.
Connecting the Dots
While the GDMA survey primarily addresses the challenges associated with using data to buy and serve ads, physician-level website data helps pharma marketers improve other marketing initiatives as well. It is especially valuable when used to integrate multi-channel campaigns.
For example, when you know the names of the cardiologists in California who recently viewed a specific clinical study on your website, you can follow up with an email inviting them to an upcoming dinner meeting on the subject. If your CTA links to your website, you’ll know which doctors view additional information about the event but don’t sign up. A sales rep could then extend a personal invitation to those doctors by phone.
Having access to real-time, individual browsing data lets you develop more meaningful website content and email marketing campaigns, refine sales rep interactions, and ultimately, build lasting relationships with the HCPs who visit your website.