You may not have digital audience identity technology installed on your pharma website yet, but there’s still time to get it up and running in 2017. And, if you need to spend some year-end budget, there’s no better way to get your money’s worth in Q4.
Better Data, Better Websites
Over the last year, digital audience identity data has revealed that medical websites aren’t attracting the audiences many pharma marketers expect.
In some ways, this is bad news, like the fact that fewer than 10 percent of visitors to pharma websites are HCPs. But website data has also uncovered new opportunities. For example:
- Pharma website visitors aren’t limited to the one or two specialties a brand targets, but typically include doctors from many specialties. These unexpected audiences often represent valuable secondary targets.
- Mid-level prescribers make up a significant percent of website visitors and may warrant focused marketing.
- Pharmacists frequent brand websites, so making dosing, safety, and adherence information readily available may pay off in better patient outcomes.
For even greater effectiveness, pharma marketers are using physician-level website data to improve email marketing campaigns and integrate website, email, and event marketing initiatives.
Improved Advertising ROI
Knowing the identity of the physicians who visit medical websites also has major implications for digital advertising. Having detailed information about the browsing habits of individual physicians lets you define your target audiences more precisely and fine-tune your creative to those audiences.
If you work with publishers who also use digital audience technology, they can serve targeted ads in real time. Plus, buying ad space from publications that can identify their audience lets you verify that your ads are being seen by the right specialists.
How It Works
Audience identity management technology is a transparent system that operates in the background of your websites. It’s made up of two components:
- An AIM Tag is assigned to individual HCPs who have opted-in through a website interaction or an email
- An AIM Reader is installed on every web page
Easy To Install
While many marketing technologies carry significant infrastructure costs, or require major changes to existing marketing assets, installing audience management technology is simple.
You don’t have to have a lot of coding or technical know-how to get started. When you subscribe to the service, you’ll receive the complete tag code and have help setting up your HTML platform to accommodate it. You’ll also get help installing and testing the reader code on your website.
See ROI In Weeks
Thanks to digital audience identification technology, pharma marketers have powerful new ways of targeting individual physicians—through brand websites, integrated email and event marketing, and strategic digital advertising.
If there’s money left in your 2017 marketing budget, consider putting it to work identifying the HCPs who visit your website. You can implement digital audience identification technology in a week and begin seeing a return on your investment before the end of the year.