Pharma Audience Identification

Turn Audience Mismatch Into Relevant Content

Pharma sites attract diverse audiences with fundamentally different needs—patients, caregivers, HCPs—yet most deliver the same experience regardless of visitor type. Patients struggle through clinical data. HCPs wade through patient-friendly content to find prescribing information.

Pulse Wayfinding Agent detects when visitors are in content not meant for them, routes to appropriate sections, then captures whether they found what they needed—building intelligence about content gaps while reducing mismatch friction.

Two modes: Routing (get them to right content) and learning (capture whether it worked and what's missing).

How It Works

Detect → Audience mismatch signals (time on wrong content, confusion patterns, searches suggesting wrong audience)

Diagnose → Question identifies their role ("Are you a healthcare professional?")

Intervene → Surface appropriate content path from your site (HCP section, patient resources, caregiver guides)

Learn → After routing, ask if they found what they needed and capture gaps

The research process organizes existing content by audience, routes when mismatch detected, then builds intelligence about what's missing.

The Big 3 Routing Patterns

1. HCP in Patient Content

Clinical professionals need prescribing information, not patient education.

Signals: Time on patient-focused pages, rapid scrolling through lay language, exit from educational content, "prescribing information" searches

Question: "Are you a healthcare professional?"

What we surface from your site:

• HCP portal you've created with prescribing information, safety data, dosing guidelines

• Clinical efficacy data and trial results from your medical section

• Rep contact or medical information request from resources you provide

Then we learn: "Did you find the clinical information you needed?" → Captures HCP content gaps

Expected lift: 50-60% improvement in HCP content discovery

2. Patient in HCP Content

Patients need benefit explanations, not clinical trial methodology.

Signals: Time on HCP section, confusion in clinical content, "how does this work" or "side effects explained" searches

Question: "Are you looking for patient information?"

What we surface from your site:

• Patient-friendly treatment overview you've created (mechanism in plain language, benefits, administration)

• Safety information stratified by severity from approved labeling

• Support resources, insurance assistance, discussion guides you provide

Then we learn: "What questions do you still have?" → Captures patient information gaps

Expected lift: 35-45% reduction in patient confusion exits

3. Caregiver Content Gap

Caregivers need both patient info AND practical support resources.

Signals: Viewing both patient and HCP content, "how to help" or "caregiver" searches, time on pages without finding specific guidance

Question: "Are you caring for someone on this treatment?"

What we surface from your site:

• Caregiver-specific resources you've created (administration help, what to watch for, when to call doctor)

• Patient discussion guides from your materials

• Support program enrollment and caregiver community links you offer

Then we learn: "What caregiver information would be most helpful?" → Captures caregiver resource needs

Expected lift: 60-70% increase in caregiver resource discovery

Learning Questions That Build Intelligence

After Routing to Right Content
"Did you find what you needed?" (Yes/No + "What's still unclear?") → Reveals content gaps by audience type

Visit Intent Discovery
"What brought you to our site today?" (General info / Side effects / Administration / Cost / Support) → Shows what each audience actually seeks

Content Format Preference
For HCPs: "What format works best?" (Quick reference / Full data / Video / Cases) → Informs medical content development

Information Gap Capture
"What questions do you still have about this treatment?" (Open text) → Feeds content strategy by audience

How This Works

The combined approach:

1. Organize by audience - Map existing content to HCP, patient, caregiver needs

2. Detect mismatch - Signals showing wrong-audience content consumption

3. Route appropriately - Surface right section when mismatch detected

4. Capture intelligence - Ask if it worked, what's missing, what they were seeking

5. Improve content - Use patterns to fill gaps for each audience type

Routing solves immediate friction. Learning prevents future friction for thousands.

What Makes This Different

Detects + learns - Routes to right content AND captures whether it worked
Audience-specific intelligence - Separate gap analysis for HCP vs patient vs caregiver needs
Compliance-aware - Respects regulatory differences between audience types

Measurement

Routing metrics:

• Audience identification rate - % successfully routed to appropriate content

• Content match improvement - Time in right vs wrong-audience sections

Learning metrics:

• Content satisfaction by audience - Did each type find what they needed

• Gap identification - What's missing for each audience (informs content roadmap)

The right content exists. Visitors need help finding it—then you need to know if it actually answered their questions.