300 Words: Are Your Social Media Campaigns Driving HCP Engagement?
Our 300 Words series provides brief, powerful insights designed for busy healthcare marketers.
Social media provides HCPs with valuable opportunities for medical education and disease awareness. With over 70% of U.S.-based HCPs using social media regularly, according to a 2024 study by Medical Education Online, healthcare marketers are taking full advantage of social platforms.
Relying only or primarily on front-end metrics, such as likes and shares, offers a very narrow perspective and limited view of HCP engagement. Instead, measuring deeper metrics, such as qualified HCP engagements on brand sites, can yield greater insights and demonstrate HCP behavioral changes.
Move beyond front-end metrics
Tracking NPI level click-throughs from social platforms, such as Facebook, Instagram, TikTok, etc., to your web properties serves as a better measurement for the effectiveness of the call-to-action elements within a social post by providing an understanding of how many HCPs clicked on a link to access medical resources.
Brands can now access these actionable insights with IQVIA Digital’s AIM XR (Audience Identity Manager® XR) technology. AIM XR provides real-time identity resolution at 1-to-1 NPI-level across 5,000 endemic medical websites. Daily behavioral insights are provided on 1.4 million opted-in HCPs across the U.S. With AIM XR, individual brand sites and publishers can understand the source of HCP traffic to their websites, including specific social channels, organic and paid search or ads, offering a deeper understanding of campaign efficacy.
With this unique approach, brands can identify specific social channels and ads that are driving qualified HCP traffic to their sites, offering a deeper understanding of campaign efficacy and enabling them to tailor their strategies accordingly.
Analyze behavioral changes
When it comes to disease awareness and medical education marketing, the most actionable data points come from behavior analysis. For example, by comparing HCPs who have clicked through social media ads with a control group match, we can observe and measure any changes in prescribing patterns. This comparison provides insights into the effectiveness of our campaigns in influencing HCP behavior.
Measuring success
The ROI of audience engagement on social media is multifaceted. While prescription lift is top of mind for many, brands can also drive physician awareness and impact behavioral change. Focusing on these metrics like educating HCPs about treatment indications, journeys, and options, can lead to improved patient outcomes and drive ROI for campaigns. Success is measured by the extent to which HCPs are informed, and their practices evolve, rather than solely by immediate financial returns.
Contact us to get started with social traffic reporting powered by AIM XR.
