Pharmaceutical marketers and their digital agencies are as disciplined as their counterparts in other industries in tracking site behavior and looking for opportunities to increase customer engagement. While the end goal is to drive sales, pharma brands are at a disadvantage in not being able to directly associate a web visit with a sales transaction. So, while they are tracking the quality of site visits, it is more likely than not that they are relying on assumptions as to what activity is high vs. low value. Unless these assumptions are validated with actual sales data, there is the risk that efforts to optimize site traffic and engagement will fail to translate into increases in Rx.
Previous blog posts have discussed one approach for correlating site activity (SA) with sales at a geo level. While this approach is applicable for both HCP and consumer websites, brands that are able to measure the impact of patient CRM programs using third-party claims data have the added ability to correlate a site activity score with conversion and adherence behavior! Without a doubt, these insights have the potential to produce a measurable impact on CRM program performance through the optimization of media investments, site content and navigation. However, it is important not to lose sight of the fact that only a very small percentage of site visitors register for a CRM program. Certainly, there is room for improvement, but expectations must be kept in check. The reality is that most patients don’t enroll in CRM programs, and the needs and characteristics of those who do shouldn’t be the driving factors when optimizing a website. Nor should registration be the end goal. Advances in digital technology have made it possible for marketers – even pharma marketers – to customize site experience based on the consumer’s individual actions. Personalization is no longer something to put off for the future; brands must begin this process now or watch the competition pass them by.