The secret is out. Thanks to new audience identity management technology, your pharma website has the ability to become a powerful tool for targeting individual physicians, both online and in person. You can use it to learn the name, specialty, NPI number, and geographic location for all tagged physicians and mid-level prescribers who visit your website. With that data, you can track an individual physician’s browsing behavior, measure the frequency and duration of a physician’s visits, and link all of that information to his or her profile in your database.
You can use this insight to refine your website content and optimize ad placement. Your sales reps can use it to sell more product, more efficiently. The best part is you can implement this new approach before the end of the year.
Access Physician-Level Data within Weeks
To identify your physician website visitors, you’ll use a transparent system that operates in the background of your websites. Instead of requiring HCPs to log in, the system identifies individual HCPs who have already been tagged. Each physician is assigned a tag through a website interaction or an email. Then you install a reader on every web page you want to track. The reader is just a few lines of JavaScript, similar to other tracking tools, such as Google Analytics. The difference is that it collects individual physician-level data in real time.
If this sounds complicated, it really isn’t. Getting started doesn’t require a lot of coding or technical know-how on your part. When you subscribe to this service, you’ll receive the complete tag code, as well as help setting up your HTML platform to accommodate it. You’ll also have help installing and testing the reader code on your website.
See ROI before 2017
Once you start collecting physician-level data, you can put it to work in a number of ways. For starters, you can learn who is really coming to your website and design your content to meet the specific needs of individual visitors.
Consider a manufacturer of cold and flu drugs. They’d probably expect to see increased interest in these core products as we head into winter. Yet their website data might indicate that physicians in the Western United States are still preoccupied with drought-related illnesses. Or maybe most visitors to their website are NPs and PAs, who are more interested in patient-education materials than in clinical trials.
Pharma marketers can act on this kind of information to create more of the content individual visitors want to see. In this case, marketers might feature content focused on managing asthma or reducing the risk of bacterial respiratory infections in drought conditions. They can also implement a simple app that alerts sales reps when specific physicians view this content. Reps can then follow up with relevant supporting materials, either in person or by using a rep-triggered email program.
Marketers can optimize online ads by working with publishers who use audience identity management to customize ad placement in real time. When physicians in drought-stricken areas view those publications, they could be served ads related to asthma or other appropriate products.
Your pharma website may not be able to provide physician-level data right now, but accessing it doesn’t take months of work. You can be up and running in a week. By adopting content strategies like these, you can see a return on your investment before 2017.
Want to learn more about audience identity management? Click here.
