EyeForPharma, Philadelphia—David Reim, Chief Product Officer at DMD, started his #efpphilly talk with the big question: why are sales reps still the gold standard of physician engagement?
Reim thinks it’s all about identity. That reps know the doctor, her background, and what she cares about. He thinks your non-personal engagements should know doctors that way, too.
Enter: AIM, Audience Identity Manger. When a doctor is opted into a specific tag and comes to a website, the brand can immediately learn – without a login – key information about that physician, including :
- Name
- NPI#
- Specialty
- State of residence
That can be matched and appended with brand data, including segmentation, target list, influencers/affiliations, Google data, etc. Brands can uncover unique insights like true digital lift studies and ad optimization. They can also power better interactions, like triggered emails and more informed rep visits.
What has surprised Reim is the unexpected insights they uncover, to:
#1 Who are you talking to: One rheumatology brand thought it had two physician targets. In reality, almost 50 different specialties were coming to their site and their top target was pretty far down the list:
#2 HCPs go consumer: Across the industry, there are more doctor eyes on brand.com sites than the HCP sites customized for them. Physicians and other prescribers are coming to the brand.com and never going to the HCP site.
#3 HCP site zombies?: A tiny fraction – under 5% — of traffic to the HCP sites are truly prescribers. The rest? Unknown, but Reim believes it’s a combination of bot traffic and consumers.
AIM tracks well over 1 million opted in prescriber devices attached to over 623,000 known HCPs, including:
- 400,000 physicians
- 117,000 NPs/Pas
- 66,000 nurses
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
