A few months ago we looked at several ways you can use email marketing to reach and register more physicians for your next CME event. Having the ability to contact as many of the right physicians as possible is essential – and an expansive, authenticated database provides the necessary reach and accuracy.
Precise targeting is equally important. There’s a CME conference for every season and specialty. To get the registration numbers you want, it’s important to put the relevant event details in front of your target physicians in a timely manner.
Email offers sophisticated targeting capabilities and continues to be the best digital channel for engaging physicians. When combined with the next generation of website reporting technology, it becomes even more effective.
Know the Physicians Who Visit Your Website
A health system website represents a huge investment of time and money. For the last 20 years, though, it’s been difficult to evaluate whether this expensive channel is actually engaging your desired audience. Most health systems haven’t been able to track much more than their total number of visitors.
New technology is changing that by reporting the identity of the “tagged” physicians who visit your site. When you can identify your website visitors, you can customize the content they see based on their current interests. This provides a number of high value engagement opportunities for CME planners.
Integrate Event and Website Initiatives
Because digital identification technology returns the name, specialty, and NPI number of every verified visitor to your site, you can connect your website visitors with their profiles in your company database. You can then use that comprehensive information to hyper-target individual physicians when they visit your site.
Suppose you’re coordinating a vascular disease seminar in Chicago. Digital identification technology allows you to cross-check your website visitor data with your company database to identify physicians living in nearby zip codes. The next time a verified cardiologist from one of those zip codes visits your website, you can serve up appropriate content.
When you can identify your website visitors, you can customize the content they see.
Pop Up Customized Invitations
Previously, if you wanted to promote your conference on your website, you would have simply posted it on your home page. If it was being offered in multiple cities, you would have had to list all your event locations and dates for every visitor to see, regardless of who they are and where they live.
Now you can serve a pop-up invitation for your Chicago seminar when a local physician visits, without also listing events in St. Louis or Louisville. Because digital identification technology reports website visitor data in real time, you can promote local events until moments before registration closes. You can even follow up with a personalized email after a physician visits.
Connect with Physicians Online
We recommend designing pop-up invitations with two simple buttons that say, "Yes, send me more information," or, "No, thank you." This enables your target physician to control the interaction. They can either take the opportunity to increase their engagement with your brand or opt out. Regardless, by implementing website technology that reports their identities, you can learn more about the physicians who visit your site, refine your event promotion, and improve your marketing ROI.