For healthcare marketers, the level of insight required to have one-to-one conversations with healthcare providers was previously unattainable. Marketing teams could get a general sense of what topics were popular in the medical community, but knowing with certainty which physicians were seeking out which materials was only a hope, a wish, a dream.
Now, thanks to advances in audience identity management technology, obtaining physician-level digital data is a reality.
Get the Jump on Relevant, Timely Conversations
Unlike aggregate data—which only provides a broad report about online activity and demographics—our patent-pending Audience Identity Manager® (AIM) tool reports physician-level data from 800-plus publisher, medical education, association, and professional social sites. AIM follows HCPs on their self-navigated online journeys, which reveals important insights into the content they consume—some of it surprising.
Obtaining physician-level digital data is now a reality.
For example, you may discover a general practitioner or family medicine specialist is searching out information on innovative cancer treatments or therapies. While that GP is not an oncologist, she may wish to understand how she can support her patients living with cancer in the best way possible. Reaching out with information related to her specific interests is not only an opportunity to engage, but it also shows support and ultimately fosters stronger hospital-physician relationships.
Another situation could be an HCP researching the benefits of telemedicine strategies. Even if your health system doesn’t currently support this technology, it gives you the opportunity to open up that conversation with the HCP. Perhaps it’s simply an interest. Or, it could be an indication that HCP is thinking of placement opportunities where telemedicine is already in use.
If you’re a medical association, having HCP-level data allows for hyper-targeted messaging to both members and non-members, leading to improved engagement. It’s also a revenue generator, because advertisers are more likely to partner with organizations who have access to such individual-specific and deterministic data.
Having access to this deterministic data is only the first step in optimizing your outreach.
Regardless of what you uncover about HCPs’ browsing and consumption behavior, you have the “jump” on communicating in a way that is relevant, timely, and valuable to the most important person in the scenario—the HCP.
Don’t Stop with Just the Data
Having access to this deterministic data is only the first step in optimizing your outreach. You may be poised to create communications that resonate and engage your HCP audience, but you still have to get those communications into your target HCPs’ inboxes.
Following general email “best practices” is a start, but there are certain considerations that come into play with an increased consumer demand around data privacy, Gmail’s constantly changing algorithms, and list hygiene. For that reason, we created an entire video series and on-demand webinar series to address those very concerns, which you can find HERE.
