The ability to identify the traffic that comes to your website offers the advantage of insight. When pharma marketers begin their marketing campaigns armed with individual HCP data, they can craft their messaging to resonate with each on a very personal level.
Examining the web pages each one views lets you optimize website and email content for specific audiences. Sometimes, the data even reveals unexpected audiences. When you can identify a visitor by name, NPI number, medical specialty, and practice location, you have the opportunity to redefine your targets and expand your reach to new segments of prescribers. Consider this real-world scenario.
Over a 6-week period earlier this year, audience identity management technology reported the number of HCPs who visited the brand website for a drug used to treat a familiar skin condition. Since we can’t reveal the actual product name, we’ll refer to it here as Glabella Skin Care.
Common sense suggests that the primary market for Glabella Skin Care is dermatologists and rheumatologists, but the brand’s website data paints a different picture.
A quick glance at the audience identity management data reveals several interesting points:
- The manufacturer maintains a professional website for Glabella Skin Care, but more HCPs visit the brand site that was designed for consumers.
- HCP traffic at GlabellaSkinCare.com was quite high compared to other brand sites.
- It was also more heterogeneous. Most HCPs who visit websites for cancer and other specialty drugs are specialists in those fields, but GlabellaSkinCare.com attracted HCPs from about 100 specialties.
To get a better understanding of the HCP traffic on GlabellaSkinCare.com, we mapped each specialty to the number of unique visitors in that specialty. The resulting long-tail graph indicates that about half of all HCP visitors represent just a handful of specialties, while a wide variety of other specialists visited in smaller numbers. Specifically:
- 33% of HCP visitors were internal medicine doctors, family medicine doctors, or family medicine NP/PAs.
- The brand’s target audience of dermatologists and rheumatologists made up a significant, but smaller portion of total visitors.
- More than 75 additional specialties were represented, but included fewer than 20 visitors each.
A New Website Strategy
Although audience identity management technology doesn’t tell us why GlabellaSkinCare.com attracts this mix of HCPs, we can draw some conclusions from the data. One possible explanation is that rural communities lean heavily on general practitioners simply because there aren’t many specialists nearby.
While an HCP in an urban center might refer a patient with a skin condition to a dermatologist, a rural HCP may not have that option. Rural HCPs also have fewer interactions with sales reps, so they’re more likely to research treatment options for their patients online.
Armed with this website data, Glabella Skin Care’s manufacturer can realign its website content around two goals:
- Delivering the content family practitioners value most, such as safety and dosing information, patient support programs, and copay cards
- Providing comprehensive drug information, including clinical trials, for the specialists who make up the long tail
At the same time, sales reps can continue to focus on the brand’s primary market of dermatologists and rheumatologists. And that’s just the beginning. Stay tuned for another look at the implications of the Glabella Skin Care data in our next blog.
Interested in more data? See part 2 of this series.