Pharma marketers are more-or-less flying blind when it comes to many aspects of digital marketing. Though your website should be able to tell you a lot about your target audience, aggregated data from Google Analytics doesn’t provide the granularity you need to make informed decisions about website content development, email campaigns, and ad placement.
It’s tempting to believe that aggregated data—and the guesses you’ve based on it – is good enough. Until recently, there hasn’t really been another option. But now that audience identity management technology is reporting real-time data about individual website visitors, it’s turning up some surprises that will challenge your assumptions.
New Opportunities for Websites
You’ve undoubtedly put a lot of thought into your website strategy, design, and content. Is it paying off? If you’ve pinned your hopes on a physician-focused brand site packed with professional content, you might be disappointed. Consider this:
- Less than 10% of visitors to pharma websites are physicians. Obviously, that’s far fewer than any pharma marketer would like.
- On the other hand, pharmacists make up about 20% of visitors, which is much higher than anticipated.
- Though pharma companies invest in physician-oriented websites, physicians tend to use brand consumer sites instead.
- Physicians often use Google to navigate brand websites, which means you run the risk of losing them after every search.
Clearly, HCPs aren’t using healthcare websites in expected ways. And these high-level observations are just the beginning. An AIM-enabled website provides even more detailed information about individual website visitors, including name, NPI number, practice location, specialty, and browsing behavior.
Email and Ads Suffer Too
An incomplete understanding of website visitors also impacts your email and digital ad campaigns:
- Click-through data only tells you when an HCP clicks the CTA in your email, not what he does once he arrives at your website. He might spend 10 minutes on your site or bounce away in seconds. If you could capture his behavior on your website, you could use that data to refine your next email campaign. AIM makes this possible.
- Online medical publishers aren’t getting as many HCP visitors as they’d like either. That means your ads aren’t being seen by the right people. You may also be paying too much for ad space. When publishers implement AIM, you can verify their traffic and accurately determine what specific ad placements are worth.
Know Your Visitors Better
Though aggregated data about website traffic can be useful for identifying trends, audience identity management technology is taking pharma marketing to a new level. Data about individual website visitors gives you greater insight into your HCP audience than ever before.
With physician-level website data, you can develop website, email, and digital ad strategies that serve specific segments of your target audience, track their response to your changes in real-time, and refine your messages, design, timing, and placement on an ongoing basis. You’ll have greater success engaging HCPs and, ultimately, improve your digital marketing ROI.