Unlocking Precision HCP Engagement for Hospital and Health System Marketing Teams
Connecting with healthcare providers at the precise moment they need information is essential for creating valuable interactions and achieving tangible outcomes in today’s rapidly evolving healthcare environment. Traditional broadcast emails often land in inboxes at times when physicians are too busy or not actively considering new treatment options. That’s where IQVIA’s Audience Identity Manager® XR (AIM XR) triggered email solution changes the game.
What Is AIM XR Triggered Email?
AIM XR leverages deterministic identification and behavioral triggers to connect with over 1.4 million HCPs across 5,800+ medically relevant websites. By monitoring web research activity and integrating IQVIA’s rich ecosystem data, AIM XR enables marketing teams to deliver personalized, timely email communications to physicians who are actively researching relevant clinical topics. This means your message reaches the right specialist, at the right time, with content tailored to their interests and needs.
Key Benefits for Hospital and Health System Marketers
- Precision Targeting: Identify and engage HCPs when they’re most receptive—during their research process.
- Personalization at Scale: Send highly specific messages based on specialty, clinical interest, and online behavior.
- Behavioral Triggers: Activate campaigns when HCPs show intent, ensuring relevance and boosting engagement.
- Measurable ROI: Track referrals, engagement, and revenue impact to demonstrate campaign value.
Use Case: Driving Cardiology Service Line Growth
Let’s imagine a health system aiming to increase referrals to its advanced heart failure service line that requires timely intervention and specialist collaboration.
Challenge
Many cardiologists and primary care providers are unaware of the latest therapies and referral pathways for advanced heart failure. Traditional outreach struggles to cut through the noise and reach HCPs when they’re considering patient management options.
Solution with AIM XR
- The health system marketing team works with IQVIA to configure AIM XR to monitor web activity related to heart failure, LVADs, and transplant options.
- When a healthcare provider researches these topics on medically relevant sites, AIM XR triggers a personalized email campaign. The emails include educational content, referral guidelines, and direct contact information for the clinic.
- The campaign is segmented by specialty (cardiology, internal medicine, family practice) and geographic region, ensuring relevance.
- Follow-up emails are sent based on engagement, with A/B testing to optimize messaging and timing.
Outcome
The health system sees a measurable increase in qualified referrals to the heart failure clinic, with new referring physicians who had not previously engaged. The marketing team tracks ROI, engagement rates, and patient outcomes, refining the campaign for even greater impact.
Why AIM XR Is a Must-Have for HCP Marketing
AIM XR’s approach is scalable and adaptable for any service line—oncology, cardiology, orthopedics, and beyond. By expanding target audiences, enhancing personalization, and optimizing campaign strategies, hospital and health system marketers can drive more referrals, improve patient outcomes, and demonstrate clear value to leadership.
Ready to elevate your hospital or health system’s HCP marketing? Connect with our team to discover how IQVIA’s AIM XR Triggered Email solution can help you drive more referrals, boost engagement, and achieve measurable ROI.
Contact us today to schedule a personalized demo or learn more about transforming your HCP outreach strategies.