Holiday shopping can be a weary process. Think of how much easier it would be if you could view, in real time—like a fly on the wall, the items your family members were browsing online for their own wish lists?
That's something healthcare staffing professionals have been asking of Santa for years—to be able to identify, on an individual level, the physicians currently viewing online job posts even if they do not complete an application or set up a profile. Thankfully, the jolly ol' fellow has come through.
Identity Data: Healthcare Staffing’s Greatest Gift
This level of detail allows you to focus in on the best candidates for your job openings.
Previously, healthcare staffing professionals had to rely solely on aggregate data, which only provides a generalization about the healthcare providers visiting your online job posts. The resulting creation of probabilistic profiles was based on patterns among groups rather than certainties (e.g. demographics, geographic location). Using this approach, there is no way to get individual information on those physicians.
Plus, creating such general profiles has some serious limitations for healthcare staffing professionals. This method relies on cookies and IP addresses, both of which can introduce inexact information. You could end up reaching out to providers who aren’t a good fit for the position or simply don’t exist.
A more effective approach for healthcare staffing is to employ identity data, which is collected by audience identity management technology. This technology gathers important provider details on an individual level (sometimes referred to as “deterministic” or “first-party” data). For instance, it allows you to identify, on a physician level, visitors who come to your website, as well track where they go once they leave your site—even if they do not register or fill out an application. Following their journey in the digital medical ecosystem provides intelligence on what topics interest them.
DMD’s Audience Identity Manager (SM) captures provider-level data, including a physician’s:
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Full name
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NPI number
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Medical specialty
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Geographic location
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Browsing history
The additional benefit is that all of this information is available in real time. Having this level of detail at the tips of your fingers, anytime, allows you to focus in on the best candidates for your job openings and strike when the iron’s hot.
Identity Data Optimizes Email Outreach
With the increasing physician shortage, there’s no time to guess about physician interest
With identity-based profiles in hand, you can supplement your existing email database and segment your physician audience to tailor email outreach to their specific interests and needs. For example, you might piece out your database to deploy to surgeons only in the Northeast or narrow your list to pediatricians employed by large health systems.
With the increasing physician shortage, there’s no time to guess about physician interest. Using identity data is the only way to ensure healthcare staffing success.
