“Will my 2018 digital marketing campaigns attract and convert enough of my target HCPs?”
For most pharma marketers, that’s the million-dollar question. Literally.
As pharma continues to redirect billions of marketing dollars to digital channels, developing effective campaigns is mission-critical. And campaign success depends on having precise information about the online habits of your target audiences.
This year, audience identity management technology revolutionized website marketing by reporting data about the individual HCP visitors to pharma websites. Soon you’ll also be able to know what kinds of medical websites your target HCPs visit after leaving your brand sites.
You Already Know Your Website Visitors
If you’re familiar with audience identity management technology—also called digital audience identification—you know that it’s possible to identify the HCPs who visit your website by name.
This allows you to answer critical questions like:
- What percent of my website visitors are HCPs?
- What are the medical specialties and practice locations of each HCP visitor?
- What content do individual HCPs view and for how long?
- How recently has a specific HCP visited my site? How frequently does he or she return?
By linking website visitors to their profiles in your physician email database, you can even analyze an HCP’s online browsing behavior in relation to his procedure codes, claims data, prescribing behavior, and hospital affiliations.
Today nearly 1.5 million opt-in tags identify individual HCP visitors on more than 300 healthcare websites.
This level of specificity allows you to develop website, email, and advertising content that is customized to specific, high-value audiences. Still, it leaves some questions unanswered.
Now Know What Other Kinds of Medical Sites They Visit
In the course of marketing planning, you’ve undoubtedly wondered:
- What kinds of professional sites do my target physicians visit?
- What kinds of content do they read there?
- Which devices do they use to read it?
Having this kind of information would allow you to identify trends among your target audiences. For example, you might learn that your oncologists are visiting colon cancer publications to read up on new immunotherapy options. Or you might discover that your rheumatologists aren’t visiting the publications you expected.
Understanding the behavior of your target HCPs as they visit other medical websites would let you measure your competitive landscape more accurately, allocate your advertising resources more precisely, and make your own website, email, and advertising content even more relevant to your most valuable targets.
Data from a single website can’t provide this kind of insight, but data from an ecosystem of websites that use audience identity technology can.
A Growing Ecosystem of Medical Websites
You may know that digital audience identity technology operates in the background of your websites using a “tag” and “reader” system:
- Individual HCPs are assigned a “tag” when they opt-in through a website or email interaction
- A “reader” is installed on every web page for which you want to receive data
- The reader then identifies each tagged HCP as he moves from page to page
Today nearly 1.5 million opt-in tags identify individual HCP visitors on more than 300 healthcare websites. Participating websites include pharmaceutical brands, medical publishers, healthcare recruiters, CME providers, medical device companies, and others.
This expanding digital ecosystem creates the opportunity to see your target physicians, not just on your own website, but as they journey across the medical Web. For the first time, you’ll be able to know who from your target list is, and isn’t, visiting different classes and categories of medical websites.