Binley's web service validates healthcare professionals

A new web service that is designed to overcome one of the pharma industry’s key digital marketing challenges — validating healthcare professionals (HCPs) visiting their sites — has been launched by Binley's.

With clinically sensitive information being made more widely available online, pharma often struggles to ensure that only genuine HCPs access it. The new Web Insight service from Binley’s provides fast and automated HCP validation for pharma websites and collects key registered user information.

Web Insight gives pharma companies peace of mind that they are meeting local data protection and pharmaceutical industry standards. It also allows them to analyse the users of their information and tailor content accordingly, which ultimately leads to higher interaction and engagement levels amongst their target HCP groups.

This non-intrusive service can be set up in less than a month, has low fixed costs and fits with any website login system. It links pharma company websites directly to CRM and MDM databases, which contain more than 700,000 HCP records that Binley’s owns, manages and updates daily.

Additional services for matching, as well as a full multichannel marketing offering, including traffic driving activity and educational content, mean that pharma can truly maximise the full potential of their own websites.

Sarah Eglington, healthcare intelligence director at Binley’s, said: “When you invest in any online assets, you want to be able to see ROI. This comes from ensuring the HCP user experience is seamless and that they can access high value and relevant content. This service supports those needs and makes it easier for HCPs to visit a website time and time again.”