Read part 1 of this series here.
Last week we looked at the audience identity management data collected over a 6-week period on a real-world pharma website. The site, which we’re calling GlabellaSkinCare.com, targets mainly dermatologists and rheumatologists. Yet AIM data revealed that the website’s largest audience is actually made up of general practitioners.
One subgroup within the general practitioner audience is of special interest: family nurse practitioners and physician assistants. Today we’ll look at why this NP/PA audience is so valuable and how Glabella Skin Care can target it most effectively.
A Valuable Segment
Family NP/PAs make up about 7% of GlabellaSkinCare.com’s traffic, which isn’t too surprising considering the critical role mid-level prescribers play in today’s healthcare environment. As of September 2016, there were approximately 266,000 NP/PAs practicing in the United States. These health professionals interact with patients daily, answering questions about treatment, drug interactions, and allergies, and in many states, prescribing.
Previously we suggested that GlabellaSkinCare.com should create website content targeted to general practitioners, since they represent the largest number of unique visitors to the site. We’d also recommend that the brand develop digital campaigns that target NP/PAs specifically.
Integrating Digital Campaigns
Glabella Skin Care might start by producing website content suited to the specific needs of NP/PAs. Easy access to product information, patient case studies, and disease information helps NP/PAs serve their patients better. Plus, it supports the company’s efforts to build a consistent brand narrative among all providers within a practice.
Glabella Skin Care marketers could use audience identity management technology to identify NP/PAs who view a particular piece of website content, for example, a pediatric success story. Then they might create a follow-up email campaign to thank each NP/PA for his visit and offer additional information about the brand’s pediatric support program.
When an NP/PA clicks the link in the email and returns to GlabellaSkinCare.com, audience identity management technology will again report which pages he views, thereby providing even greater insight into his current needs and interests.
A Dedicated NP/PA Database
A dedicated NP/PA database provides the best foundation for this kind of integrated campaign. A high-quality database will enable Glabella Skin Care to reach 75% of practicing NP/PAs using authenticated data that is updated daily. It should also contain sophisticated segmenting criteria, including professional designation, preferred mailing address, practice setting, physician affiliation, hospital affiliation, prescription and decile data, diagnosis and treatment data, specialty, and payor information.
Knowing how the data is sourced is critical. The most reliable data comes from first-party sources and is provided by the HCPs themselves, typically to medical publishers who make this information available to only a few database providers.
Audience identity management technology continues to reveal new insights into pharma website traffic. This case study is just one example of the many ways pharma marketers can use that information to expand their reach and build lasting relationships with prescribers.