Maximizing ROI on your digital campaigns is a goal of every healthcare marketer. And there’s no shortage of ways to spend your marketing money with an eye on making much more in return.
When you learn what’s missing from your current campaigns, it becomes all the more clear what you need to incorporate in order to take your digital marketing efforts to the next level. You’ve already learned how to boost your NPI search strategy thanks to the raw data reports and engagement metrics that PulsePoint’s HCP365 Identification Solution can deliver. But there’s more.
Almost 95% of healthcare brands report using digital channels to reach HCPs since COVID-19.
And the proxy metrics you’re most likely relying on to measure the success of your digital strategy are only giving you a partial view of what’s, in fact, an entire, holistic and data-loaded picture of your customer.
If you’re not using an NPI Identification Solution to measure engagement on a 1:1 level with healthcare providers, it’s a digital marketing opportunity missed…and a big one. Without PulsePoint’s HCP365 you’re getting the overview but not the detailed macro view of things—and that means you’re missing out on actionable insights when it comes to how best to lead your customer down the path toward purchasing your product.
Why web-based metrics are not enough in NPI marketing
Sure, web-based metrics can show you important data that includes things like time spent on your site, top pages viewed, keywords clicked and other key actions—including CRM signups and PDF downloads.
But because these metrics aren’t tied to an NPI, they’re missing a critical component which gives you the most valuable customer information there is—and that’s who, exactly, your customer is. Web-based metrics only reveal the tip of the iceberg when it comes to the long sequence of actions and decisions that lead a potential high-value customer to your doorstep, too. You may see where a click or page view landed, but these limited metrics give you no idea about who that potential customer actually is—and the whole string of data-rich breadcrumbs that brought them to you in the first place.
HCP365 matches all of those web-based metrics to an individual NPI, so you can stop dealing in hypotheses and gaps in data which lead to wasted spend in digital marketing. The result is the ability to deliver targeted, personalized information directly to the high-value customers you want to reach out to again and again. HCP365 not only matches all web-based metrics to individual NPIs but works to improve overall digital marketing efforts, too.
4 key ways to measure NPI metrics
There are four ways you can measure NPI metrics:
- Surface and leverage real-time NPI insights
- Connect online and offline data points to coordinate compelling messaging
- Map out the customer journey
- Plan your next best action
Surface and leverage real-time NPI insights
The whole point of marketing is to be a part of the process your customer takes and to educate them along the way toward purchase. HCP365 allows you to access insights and engagements from customers delivered in real time—so you’re surfacing the insights and engaging the customer with exactly what they’re looking for, at the exact moment they’re looking for it.
Whether the data you’re getting is from a customer or a physician researching a symptom, the message is right there in front of you to move on—someone in that moment needs help, and you are right there with the answer.
Connect online and offline data points to coordinate compelling messaging
HCP365’s NPI Identification Solution also allows for proactive engagement in the moment by tying digital activity online to offline data, like claims data, that links it to the individual making it.
Time is of the essence, after all. And right now in pharma, optimization of media spends using web-based metrics data on display ads, web campaigns, CRM emails and other channels is only done on a monthly basis.
Claims data that can be worked into your marketing efforts on a daily basis is pure gold (as opposed to data that doesn’t lead to action for a month or more). It allows you to coordinate your online communications with your offline ones, casting an even wider—yet altogether more targeted—net.
Map out the customer journey
A third advantage of using an NPI Identification Solution is the ability to get a complete digital picture of your customer’s sequence of engagement by being able to see all the touchpoints they made through your various channels.
This also gives you a clear picture of how each channel performed, helping you make smarter media buys moving forward. It's a quick view into your resource spend that tells you which media dollars are reaching their target HCPs—and where there’s room for improvement, too.
Plan your next best action
Finally, HCP365 gives you a vital tool for more powerful predictions.
Far beyond the guesswork of web-based metrics, it allows you to know which ad an HCP clicked on and which content they engaged with, letting you more precisely predict the future message, topic and channel that will resonate best with your potential customer.
Where web-based metrics and their limited-insights data keep you guessing, HCP365 uses NPI level insights that give you a view into your customer’s entire decision-making process—providing you with actionable insights that make it all the easier to understand the HCPs who are most engaged with your brand. In turn, you can communicate with them in the personalized way they value most on the path to purchase--and that means optimizing your digital marketing spend.
In the third part of this blog series, we will look at how HCP365 can take your content strategy to new heights. With an NPI identification solution, you know exactly which HCPs engage with your brand—invaluable information to lead you down the path to success with your overall content strategy.
Want to get started? Book a demo with HCP365, PulsePoint’s award-winning NPI Identification Solution.