Blog: November 1, 2018
HCP Site Measurement: Why it Matters
By Ira Haimowitz, PhD, VP, Product Strategy, Crossix
For healthcare brands, the healthcare professional (HCP) marketing landscape continues to evolve. With more HCPs restricting access to sales reps and pharmaceutical brands reducing their field force sizes, marketers are finding that engaging and educating prescribers can be more challenging than ever. Increasingly, pharma brands are turning to digital—and specifically, HCP websites—as an effective vehicle to distribute information to potential prescribers.
While most brands track website visitation through web analytics software (e.g. Google Analytics), those programs do not answer the key questions that most brand markets have: who is coming to my website and what do they do after visitation. Crossix recently announced the launch of DIFA HCP Site™
—a cloud-based analytics dashboard that connects website visitation behavior to health care data—to answer those important questions.
What We Learned about HCP Website Visitors
A few months ago, we launched our beta version of DIFA HCP Site for several brands, and we have already uncovered some interesting insights.
Within the DIFA HCP Site platform, we leverage an HCP match graph to identify the specialties and prescribing deciles of those HCPs visiting the site. Surprisingly, since most HCP brand websites are open access, a significant portion of their HCP website visitors are consumers, not HCPs. We also learned that a brand’s highest prescribers do not seem to be visiting the website. This may be because the higher decile HCPs are already prescribing the drug, or are being educated through other channels, like sales reps.
Clients also asked Crossix to analyze the portion of website visitors that appeared on their HCP target lists. In most cases, clients saw a lower match to their target lists than expected. While these results were surprising, they actually supported a common key website goal of supporting doctors not directly accessible through personal promotion. A broader base of HCP specialties may wish to learn about a new or innovative product, even if they are not actively treating a large pool of patients with the condition.
Another interesting finding from our beta launch revealed that HCPs visiting healthcare professional websites on mobile devices had much higher rates of existing patient-users of the advertised drug than those accessing the content via desktop. After seeing these results, many of our clients theorized that the HCPs visiting through mobile devices, including tablets, are answering patient questions about their current therapy in the exam room. In addition, they had data proving the importance of providing mobile-optimized tools¬ that can help the physician-patient dialogue and support adherence.
The HCP promotional landscape is dynamic. As more media investments are shifting to digital, HCP websites will continue to be the anchor of digital HCP promotions. At Crossix, we are excited to show how DIFA HCP Site will continue to help clients develop insights and inform differentiated communication strategies in the HCP promotional space.