Audience identity management technology is revealing some unexpected insights about visitors to healthcare websites. The most startling news may be that less than 10% of visitors to healthcare sites are physicians. Only slightly less surprising is our recent discovery that 20% of all visitors are pharmacists. If you haven’t viewed your website through the eyes of a pharmacist recently, it’s probably time to do so.
Pharmacists are Frequent Visitors
Audience identity management data reported from actual healthcare websites indicates that a large number of pharmacists visit those sites on a regular basis. This raises the question whether pharmacists are influencers whom pharma marketers should be actively targeting. While the connection between pharmacists and revenue isn’t direct—after all, pharmacists aren’t prescribers—pharmacists play an important role in patient outcomes and satisfaction.
Because pharmacists routinely answer patient’s questions about dosing, interactions, and safety, they need to be well informed. The more powerful and costly the drug, the more important this becomes. In fact, our data shows that hospital pharmacists are especially likely to visit pharma websites. When they do, they often review dosing and safety information for oncology drugs.
Making it easy for pharmacists to find and understand safety information, particularly for these powerful drugs, enables them to give their customers better guidance. In turn, when patients take their medications consistently and correctly, their treatment outcomes improve. Successful patient outcomes create a positive feedback loop that encourages prescriber loyalty, and ultimately results in more prescriptions being written for that drug.
Positive Side Effects
Pharmacist-friendly websites offer other benefits too. For patients who feel overwhelmed by the complexity and cost of obtaining medications, anything a pharmacist can do to simplify the process reflects favorably on both the pharmacist and the brand. For instance, imagine arriving to pick up an expensive prescription and discovering that the pharmacist has already tracked down a coupon that significantly reduces the cost. If it’s easy for pharmacists to find discounts on your website, they’re more likely to take this proactive step.
A pharmacist-friendly website also helps you control your brand message. Every time a pharmacist visits your site you have the opportunity to convey a consistent message. The more often a pharmacist reads it, the more likely he or she will relay it accurately to patients. To ensure that pharmacists frequent your site, make the information they need readily accessible.
How AIM Identifies Pharmacists
If you’re familiar with audience management technology, you know that it identifies tagged website visitors by name, NPI number, specialty, and state of residence. Since pharmacists don’t have NPI numbers, you may wonder how it’s possible to identify them when they visit healthcare websites.
As of October 2016, more than 470,000 HCPs had been tagged, including physicians, mid-level prescribers, nurses, and “persons of interest.” Pharmacists fall into this last category. When a tagged person of interest visits a healthcare site, we do a little legwork to learn more about them, including whether or not they’re pharmacists. As the audience identity management data set grows, we’ll continue to analyze it in new and creative ways.