Recently, we’ve been talking a lot about how digital healthcare marketers are hampered by inadequate website data. Logins, authorization roadblocks, and even cookies can’t give you the accurate, detailed information you need about your HCP visitors. Enter DMD’s new data technology, Audience Identity Manager^SM (AIM).

AIM identifies website visitors in real time without requiring a login. It provides detailed visitor data and metrics that are useful for targeted content delivery, media planning, media buying, targeted ad optimization, ROI calculations, and, eventually, even tracking an HCP’s journey across digital properties.

How Does It Work?

AIM is made up of two components: a tag and a reader. Each HCP is assigned an AIM Tag through a website interaction or an email. Participating companies then install an AIM Reader on every Web page they want to track. The AIM Reader consists of a few lines of JavaScript, similar to other tracking tools, like Google Analytics.

When a tagged HCP visits a participating website, the AIM Reader recognizes the visitor and collects critical information like name, specialty, NPI number, and location.  The reader can either pass that data back to the website in real time or write it into a data file for later use.

How Is the Data Delivered?

DMD provides AIM data in four different packages. The first two give you a snapshot of past website activity:

• The AIM Report offers an initial look at your website visitor data in a user-friendly, PDF format. You can use it to enhance your internal reporting and analysis.
• The AIM Feed is a flat file that lets you load your Web activity data into your own database or share it with your data provider. That way you can combine it with other data for advanced analytics.

The other two packages deliver data in real time for on-demand personalization:

• AIM Signal is a real-time Web service that returns visitor profile data within a half-second of an HCP’s arrival on your site. It can be used to drive dynamic content and other event-based services.
• AIM Target, another real-time Web service, provides the same data as AIM Signal, but also returns a segment ID based on a client-supplied list.

What about Privacy?

Rest assured, we understand the importance of security and privacy in this industry. AIM meets all industry standards and Medical Legal Regulatory guidelines for personally identifiable information. In the last six months, we’ve undergone privacy reviews by top-tier pharma companies. We’ve been approved by all of them.

As a data vendor, DMD is committed to ensuring the quality and safety of the HCP data AIM collects. We’re excited about working with the healthcare community to develop new applications for this patent-pending technology.