Successfully engaging an HCP can prove challenging on any regular weekday—but a holiday?
It’s not impossible to ensure your email reaches -- and ideally engages -- your target audience; you just need the right tools. Here are five tips to consider when deploying HCP campaigns this Memorial Day.
1. Know Who You’re Talking To
You don’t need NSA clearance to pinpoint a potential HCP, but you do need to understand the constraints of classic list curation. Cookies provide limited information, and access to pertinent data is often blocked at the browser or operating system (OS) level.
However, recent advances in audience identification are allowing marketers to really get to know HCPs on a granular level: first and last names, state of residence, NPI number, even how much time that individual HCP spends on a particular web page. Having those details is infinitely valuable for creating customized content and sets the stage for a greater likelihood of consumption and engagement.
2. Keep It Clean
We’re not talking about profanity here. Your email list should be squeaky clean—authenticated and validated to a point where waste is next to nil. HCPs move; they retire; they expire. You don’t want your email to end up in the great void because an HCP is no longer with the living.
Proper list hygiene also ensures compliance with SPAM regulations, lessening the chance of your ESP being flagged.
3. Timing Is Everything
Before streaming programming started taking over our screens, marketers had to truly understand which days and times worked best for certain products. Tide and Playtex for those stay-at-home moms watching Days of Our Lives; Hasbro for Saturday morning cartoons, and save those “manly” ads for nighttime. You’d never see a beer commercial during The Price Is Right.
Same goes for email deployment. Recognize the time constraints of your HCP and when she’s most available (or unavailable). Emailing a heart surgeon on a Sunday evening may allow for a higher response rate than attempting to reach him during hectic OR times on weekday mornings. A GP isn’t likely to give her inbox much attention during office hours, but she might catch up after dinner.
In the same vein, you need to verify you’re targeting your HCP with the right product. It’s doubtful a pediatrician has any interest in erectile dysfunction pharmaceuticals. Utilizing targeting methods that hone in on an HCP’s specific needs prevents squandered efforts.
You probably won’t get it right on the first try, but the good news is timing is testable. Play around with various windows to determine which is optimal.
4. Subject Lines
There’s a much more defined science of writing impactful subject lines than throwing spaghetti at the wall to see if it sticks. Keep your characters in check (ideally, no more than 45), front-load your keywords so a quick glance tells an HCP exactly what he needs to know, and be as specific as possible. Remember, this is the “make or break” moment with your HCP.
Also, don’t underestimate the power of the preheader. This message should support and strengthen the subject line, so design your email with that in mind. Don’t get caught with your preheader being the dreaded, “To view this email in a web browser, click here.”
5. Avoid Mobile Mistakes
HCPs open approximately 60% of emails on a mobile device. Why, then, are only 5% of campaigns optimized for mobile? Don’t waste time or money on this rookie mistake.
Flashy graphics, dual columns requiring a horizontal swipe, charts, and graphs all might be effective in a direct mail campaign, but they’re only hurting mobile-based engagement. Remember, your HCP is go, go, go, constantly. Emails should be clear, concise, and easy to click through.
Plus, keep in mind many HCPs are using older devices. Who has time to get to the Verizon store for an updated phone with the crazy hours they keep?
To make sure your email comes across intelligibly, it’s a good idea to perform render testing. Even the tiniest design error can throw appearance out of whack.
Signed, Sealed, Delivered
Remember, the goal with any campaign should be IMPACT. Keep these factors top of mind when reaching out to HCPs:
- Identify your audience
- Minimize waste using validated, authenticated email lists
- Practice precise targeting when deploying email
- Account for busy schedules
- Capture attention with a solid subject line
- Test the mobile experience
Simply because it’s a holiday doesn’t mean you should passively accept your email efforts may suffer. Learn what others don’t know; do what others won’t do.