This is a healthcare marketing blog, but for just a minute, we’re going to talk about cars.
Picture your local dealership. On any given day, all the salespeople are milling around the showroom, just waiting for someone to walk in off the street. When that happens, a salesperson zips over and starts talking about the features of different vehicles, the latest financing offers, the manufacturer’s safety record, and anything else that comes to mind.But these days, by the time car buyers walk into a dealership, they’ve already done a lot of research. They likely know exactly which car they want to buy and what it should cost. In other words, the salesperson is selling a car to someone who has more or less already bought it. Pharma sales aren’t so different.
Targeted Email Is the First Step
All pharma brands know whom their prescribers are. They’re the physicians who are already on your internal target list. Sales reps call on these physicians to strengthen their relationship with your brand. Like car buyers, though, they’re often already loyal customers. Until recently, there really wasn’t a better way to identify individual physicians early in the buying process.
These days, healthcare marketers can be more proactive. You can purchase high-quality email lists to pinpoint physicians who are likely to be interested in your products. You can nurture their engagement through carefully constructed email campaigns and even integrate your outreach across a variety of marketing initiatives. For instance, you can use authenticated, first-party sourced data to segment physicians by specialty, geography, and more. Then you can develop sophisticated email campaigns that deliver the mix of branded and non-branded content today’s physicians want, including product information, journal reprints, and patient education materials.
Physician-Level Web Data Ups Your Game
With physician-level data from your healthcare website, you can take it a step further and identify the physicians who are thinking about your product, even before they respond to one of your email offers. New technology makes it possible for you to know the name, specialty, NPI number, and practice location of the individual doctors who are reading about your product online. You can also monitor how frequently they visit your website and how much time they spend reading specific content.
With this information, you can gauge where each physician currently falls within the sales funnel and respond accordingly. If a physician has only visited your site briefly, you might simply add his or her name to an upcoming product launch email campaign. If he has spent considerable time on your site, it might be more appropriate for one of your sales reps to reach out personally through a rep-triggered email program or in-person.
This approach expands how we view our website visitors. Instead of simply being anonymous consumers of information, pharma website visitors become known prospects with specific needs and interests. Your website becomes a digital salesperson, generating leads and providing detail about previously unknown potential prescribers.