Data-driven? Sure, everybody wants to be data-driven. But… how?
Marketing is both art and science — and the science is data science. When we understand our customers, we can provide tools and information that become a useful part of their lives, not skippable interruptions.
In this series on data analytics, we offer examples — quick recipes or mini-case studies — of how we can gather and leverage data to create customized, relevant customer experiences.
Message Segmentation: Divide and Conquer
Not all patients are alike, and not all doctors are alike. But often, an individual can be part of a group that has similar concerns, or that’s in a similar place on their journey.
This is why we segment messaging — to make it more immediately relevant and meaningful to the viewer.
Depending on the type of healthcare professional (HCP), or the type of patient, messaging can be very different. These adjustments make the information matter to the recipient. Customization can look like a lot of different things in a lot of different places, and it can be used for both patients and professionals.
Personalizing the Brand.com: Seems Obvious When You Think About It
Segmented messaging is often used in tactics such as pharma rep details, or CRM emails. But what about the brand’s website? We adjust our communications for other types of contact: why not also for a website experience?
It would be ideal if each person who visited your brand.com site could have the content automatically tailored for their needs, interests, previous reading and more. But there isn’t always a need to make the website fully adjust to each new visitor. Instead, using the sophisticated data-gathering capabilities now at our fingertips, we can create personalized landing pages: versions of the Brand’s front page that a user is directed to, based on demographic information gathered about their profile. As we said recently, “With every site visit, ‘like’ and click they make online, web users are leaving a trail of clues (data) about who they are, what they want and need, and what interests and concerns them.”
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What Does Personalization Look Like?
Let’s say a nurse practitioner (NP) receives an email because she matches Segmentation Profile 2. A link in that email takes her to Brand.com, but not to the generic home page. Rather, it takes her to a personalized landing page that’s customized to highlight the most relevant content for her.
For example, if our NP is visiting a brand that treats a variety of indications, the personalized landing page she’s served will be based on the information she’s already been reading online. If the information she was previously reading was about Indication A, she’d be taken to a page focused on that indication. If the information she was reading was about Indication B, she’d be served the page focused on Indication B.
Or perhaps a patient clicks through. Are they newly diagnosed, or have they been on Brand for a long time? Were they reading the part of the email on improving compliance, or on understanding their disease? Any of those answers could lead them to a personalized landing page.
Tailor Content Whenever Possible
With an increasing need to deliver more relevant experiences to both HCPs and patients, content must be tailored whenever possible to be efficient and effective. Personalized pages provide utility, save visitors’ time and build relationships. The value of such landing pages can also be easily evaluated based on visits, travel through the site, time spent, repeat visits, and even prescribing or purchasing behavior.
If you’re interested in learning more about how to make personalized landing pages work for you, reach out to your account lead or send an inquiry to firstname.lastname@example.org.