OBJECTIVES: The objectives of this study were to explore US payers’ web behavior and online preferences, and to identify key payer types and opportunities for pharmaceutical companies to provide payer support via digital channels. METHODS: A model for the US payer audience was developed based on Index, Reach and Precision metrics, ensuring that it was a differentiated audience set. Key websites visited by US payers were used to inform the model. Cookie-based activity from 8,179 websites meeting the model criteria was analyzed. Based on data statistical differences, web behavior patterns were classified into clusters of payer personas. An analysis of ten key websites visited by US payers (Digital Competitive Landscape) was conducted to identify content, features, and functionality. RESULTS: Based on index metric (I), the top 5 websites types used by payers were: journals and payer-specific publications (I=429); news (I=362); pharmaceutical companies (I=329); business and corporate (I=301); law and government (I=234). The most visited websites were: AJMC Manage Markets Networks (I=1,867); Drug Channels (I=1,370); Specialty Pharmacy Times (I=1,274); Managed Healthcare Connect (I=1,234); Fierce Healthcare (I=1,229); PharmaPhorum (I=1,010); Health Payer Intelligence (I=1,205). Based on web activity, payer personas were classified into: life science business administrators; local news fanatics; parenting and working moms; pharma trend watchers; PharmDs and researchers. Most of the websites presented opportunities for pharmaceutical companies to sponsor content although manufacturers sites lacked the necessary information to support payers’ needs. CONCLUSIONS: This study found that payers seek information from diverse sources and their personas vary widely. This provides opportunities for pharmaceutical companies to engage this audience via digital media by providing content that is payer-specific and tailored around different payer personas and preferred topics.