These days, pharma marketers have bots on the brain. And not the cute ones we’ll be handing out next week at DPE. The invisible ones that crawl medical websites in droves, eating up your digital advertising budget without converting HCPs to prescribers.
Most pharma brands know that bots are costing them a fortune, but confusion abounds as to how bots do their damage, and more importantly, how to prevent it.
Next week at DPE, I’m going to answer those questions for you. Mark your calendars for Thursday, October 5 at 9:10 AM. Here’s a preview of The True Cost of Online Bots for Pharma Brands: Confessions of a Hacker my live demonstration of bots in action.
Your Questions Answered
When I meet with our pharma clients, I’m often asked questions like these:
- What is a bot?
- How much of our traffic is bots rather than humans?
- How can we reduce bot traffic and increase HCP traffic?
We’ve addressed some of these questions on our blog, through a conversation with ad fraud researcher Dr. Augustine Fou and articles like Battling The Bots: Tips For Overcoming Ad Fraud In Pharma Marketing.
At DPE, I’m going to take the discussion to the next level by showing you exactly how bots undermine digital marketing ROI.
See Bots In Action
Right now, I’m building a mock publishing website called Oncology Tomorrow, complete with digital advertising and bot traffic. During my presentation, I’ll use this website to demonstrate just how easy it is to create bots and set them loose on sites where pharma brands frequently advertise.
We’ll also take a look at the numbers, including how inexpensive it is to generate bot traffic, how much revenue the bots on Oncology Tomorrow make, and how long it takes (not very) for them to rack up considerable profits.
Most pharma brands know that bots are costing them a fortune, but confusion abounds as to how to prevent it.
What You Can Do About Bots
When bots pretend to be humans, they’re extremely convincing. They can track a real human’s cookie path and then follow it from page to page, including clicking through on ads. Unless you’re actively trying to identify them, you’ll never know how many are there. Meanwhile, all their clicking generates revenue for the advertising exchange or publishing platform, but doesn’t do anything for your brand.
There are a lot of bot detection services available, but in pharma, the challenge is more complex than simply reducing bot traffic and increasing human traffic. Pharma brands need to attract a very specific human audience—that is, doctors and mid-level prescribers.
Knowing whether or not your human visitors are HCPs is essential for you to develop effective marketing programs and increase digital marketing ROI. At DPE, I’ll explain how audience identity management technology solves this problem for pharma marketers. See you there!