The Audience Identity ManagerSM (AIM) – DMD’s latest innovation that enables healthcare marketers to identify their website visitors without requiring a login – is still in the early stages of adoption, so we can’t share real-world examples of how it’s being used just yet. Nonetheless, the industry is already putting our audience identity management technology to work, improving their healthcare marketing results.
To give you a taste of what’s possible, let’s take a look at a hypothetical company, called Alvo Pharmaceuticals. Like existing pharma companies, Alvo Pharmaceuticals is using real-time HCP-level AIM data to better understand and target its website visitors.
AIM Supports a Small Sales Force
Alvo Pharmaceuticals is a new player in an established space. The company is third to market with an ADHD patch. Nobody really knows much about it yet. With a small sales force, Alvo is trying to do a lot with a little.
Alvo’s website needs to connect with key audiences on a personal level, providing the readily available content that different physicians want. It must also provide Alvo with accurate insights into the specialties and current interests of frequent website visitors so that it can lay the groundwork for fruitful doctor-rep relationships.
Audience Insights 101
Rather than just guess about who its website visitors are, Alvo went through an audience insight exercise. Alvo began using AIM and put the reader on its website. The Alvo brand team was surprised to discover that far more generalists (i.e., family practitioners and internal medicine doctors) visit the Alvo website, rather than psychiatrists, which was originally expected.
Alvo’s site visitors also include some cardiologists and neurologists, which, again, was not anticipated. When the product launched, Alvo thought nurses would be a big part of the target market, but it turns out relatively few nurses actually visit the site.
Meeting the Needs of Three Key Audiences
During this data dive, Alvo found that the generalists were mainly interested in prescribing and safety information. The specialists tended to focus on clinical trials, as well as the science and technology behind the product. Nurses were drawn to patient-focused content, such as caregiver tools and financial discounts.
With this audience insight, Alvo set out to deliver relevant content for each of these three key audiences. As a small company, it wasn’t practical for to invest in a sophisticated content management system or deal with the MLR complications of dynamic content. Instead, Alvo decided to create three static homepages, customizing one for each of the key audiences. Alvo also created a fourth homepage for everybody else, including patients and any physicians whose identity AIM couldn’t verify.
Each homepage has a tagline geared to its audience and links to the specialized content most relevant to that group.
Physician-Level Data is Key
By implementing AIM and carefully analyzing the data it returned, Alvo was able to create a website suited to four unique audiences. AIM technology saved Alvo time and money by identifying incorrect assumptions about its target audience and website visitors, putting the brand on the path toward delivering dynamic content and building relationships with key physicians.