One of the best practices for email marketing is creating emails with marketing messages that healthcare professionals can consume and engage with quickly. Physicians, NP/PAs, and nurses have only seconds to scan their emails. When they’re formatted for easy reading and optimized for mobile, it encourages more engagement and benefits campaign ROI as a whole.
We kept this in mind as we put together the following highlights from our most compelling content year-to-date. Here’s what pharma and healthcare marketers need to know going into Q2 2017:
Email is one of the most familiar and versatile digital marketing tools. In many cases, it’s at the heart of entire marketing campaigns.Targeted email lists are a surefire way to extend reach and address the concerns of health systems, from stemming out-migration to increasing referrals. Often considered the connective tissue of multi-channel marketing, email consistently delivers a return on investment when deployed using an authenticated list.
To accurately evaluate your email program, you need to consider your campaign objectives, track the relevant metrics, and continually refine your emails based on your results. But before a single email is sent, an effective email marketing campaign must begin with an authenticated database that allows pharma marketers to deploy to the HCP’s preferred address. Unlike direct mail, email is a trackable, measurable tactic that marketers can analyze to make informed decisions about future campaigns.
Though aggregated data about website traffic can be useful for identifying trends, traditional tools such as Google Analytics don’t provide the granular information required to make smart decisions about website content development, email campaigns, and ad placement. Now audience identity management technology is taking pharma marketing to a new level. Data about individual website visitors gives pharma marketers greater insight into HCP audiences than ever before.
A unexplainable surge in website traffic might be caused by robots that waste advertising dollars by reporting false claims. In order to authenticate website visitors, pharma marketers rely on audience identity management technology to identify the visiting HCP by name, NPI number, specialty, and practice location. AIM also reveals which ads and pieces of content an individual HCP interacts with on that site.
To sum up, email continues to be one of the most efficient and reliable ways to reach and engage professional audiences in both pharma and healthcare. When you also have access to data about the individual healthcare providers who visit medical websites, you can further refine email, website, and digital advertising campaigns and dramatically improve digital marketing ROI.