Embedded video. Snapchat. Native ads. Instagram.
As you look toward 2018, it’s tempting to prioritize newer platforms and technologies in your pharma marketing plan. At nearly 40 years old, email may seem past its prime. In fact, email is the pharma marketing secret weapon to include in your budget for 2018.
When used in combination with digital audience identity technology, email is transformed from much-maligned “non-personal communication” to a valuable, identity-based channel.
Here are four reasons you should move email up the marketing ladder next year:
- Physician-level website data fuels highly efficient email campaigns. Digital audience identity technology reports the name, NPI number, specialty, practice location, and browsing history of every “tagged” HCP who visits your website. Once you can identify individual HCPs online, you can use email to market to them in increasingly relevant and personal ways.
Email is pharma marketing’s secret weapon for 2018.You might send an email with a clinical study or an event invitation related to pages a specific doctor viewed recently. Or even develop ongoing email campaigns that evolve and respond to doctors’ changing needs based on their individual interactions with your brand.
- Website data creates a feedback loop that provides better metrics. Email data tells you when a physician clicks your CTA and is taken to your website, but it can’t tell you what that HCP does next. Digital audience identity technology can.
You can know which of your web pages each physician visits, how much time he spends there, and the links he clicks on. Similarly, after you host an event, you can learn which attendees visit your website, whether immediately after the event or weeks later. All of this data can be used to improve future email deployments, website content, and event promotion and planning.
- Doctors prefer email. Email usage patterns vary by specialty, but the vast majority of physicians and nurse practitioners prefer email for brand communications. This holds true for younger HCPs too. Though they most often choose texting for personal communications, 73% of millennials favor email for marketing messages.
Digital audience identity technology is transforming email from non-personal communication to an identity-based channel.HCPs continue to incorporate digital technologies into the workday in the form of EHRs, the mobile devices they carry on rounds, and patient portals. Email fits the cadence of these days, allowing you to engage HCPs without taking them out of the flow of their practice.
- Authenticated email databases increase campaign ROI. If email is an afterthought in your marketing plan, you’re probably still using a discount database. You may have access to a lot of addresses, but it’s hard to know if those addresses are accurate, or even your actual targets.
Authenticated databases—including dedicated databases for physicians, NP/PAs, and nurses—are changing the marketing landscape by providing third-party verified email addresses. Accuracy, extensive reach, and sophisticated segmentation criteria (like specialty, prescribing data, claims data, and hospital affiliations) are making email marketing more effective than ever.
And, if you need one final reason to move email up a rung or two, 78% of marketers rate email marketing “excellent” or “good” in terms of ROI.