Does this photo look familiar? It was taken by a DMD employee during a recent doctor visit, but something similar hangs in countless medical practices around the country. For pharma marketers, it’s an unpleasant reminder of a harsh reality: only 44% of physicians made themselves accessible to sales reps in 2016.
What can you do when more than half of your target audience doesn’t even want to see you? Email marketing seems like the obvious solution. Yet some physicians are frustrated with what they perceive as too frequent, non-personal communication.
Make Every Marketing Email Personal
Clearly, it’s time to make every email personal. That means understanding each individual’s professional interests, knowing when and how frequently they prefer to be contacted, and deploying relevant, meaningful content when they need it most.
It’s a tall order, but audience identity management technology makes it possible. Instead of taking guesses about your audience based only on opens, click-throughs, and aggregated data from Google Analytics, you can now analyze individual data for every tagged HCP who visits your website. You can know who opens your email and what they view on your website, in real-time, without requiring a login.
Combine this with the physician profiles in your email database, and you know what content an individual doctor will be most interested in right now, the best time-of-day and day-of-week to send an email, and the email address that he or she uses most often.
Download the AIMSM Ebook
“HCP Audience Identity Management”explains why cookies aren’t as useful as they once were. You’ll learn how AIM provides even more valuable data about your website visitors, as well as how to use this data to effectively reach and influence HCPs. Plus, find out what types of digital marketing programs AIM supports.
Download the ebook today to discover how you can access individual – not aggregated – data about your healthcare website visitors and make every HCP email personal.
