Business Challenge A specialty brand in the oncology market wanted to understand how to better optimize their healthcare professional (HCP) website, which targets hematology oncologists and brings in approximately 1,500 unique HCP visitors each month. Key Questions • Who is visiting my site? Are they my target HCPs? • What site content do the HCPs engage with the most? • What referral channels, including paid search, organic search, and digital media campaigns, are driving target HCPs to my site? • Where are there opportunities to optimize site investments to drive more qualified HCPs to the website?

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