It’s marketing planning season, and for most of us, that means it’s time to take a close look at how we can get more value from our pharma marketing investments.
Whether your 2018 plan includes a product launch, a product coming off patent, a new focus on secondary targets, or any number of other marketing opportunities, it’s important to run efficient campaigns that make the most of your budget.
Streamlining your digital marketing initiatives is one of the most effective ways to do this. Here are 5 ideas to get you started:
- Know the identity of website visitors. Across industries, marketers are very concerned about the lack of visibility into marketing results, the high cost of ad fraud, and a shortage of appropriate audience data. Without accurate data about digital audiences, it’s hard to make informed marketing decisions—and that often leads to costly mistakes.
But in pharma, digital audience identity technology can report the name, NPI number, specialty, and practice location of individual website visitors. This level of specificity is helping pharma marketers overcome the challenges of data-driven marketing in order to run more efficient marketing campaigns.
You probably didn’t have digital audience identity technology installed in 2017, but if you have some budget left over, you can still get it up and running on your website by the beginning of 2018.
- Send relevant content via email. Doctors prefer email for professional communication. And, of course, they’re more likely to interact with content that’s related to their current needs and interests.
To engage more of your target market, you’ll want to segment your physician audiences by specialty, practice location, claims data, prescribing data, and other criteria. Then send a variety of relevant content, including clinical trials, patient education materials, and 3rd-party research, for the best return on your marketing dollar.
- Use an authenticated email database. One physician email database is as good as another, right? Wrong. Unauthenticated databases are notorious for containing incorrect physician addresses, not to mention addresses for people who aren’t even HCPs. Sending pharma email to bad addresses is a waste of money, and may even get you in regulatory trouble.
Ultimately, the efficiency of your physician email campaigns is All About That (Data) Base. Still have questions? You can find answers here.
- Target the whole practice. NPs and PAs play an increasingly important role in patient care, including prescribing in many states. When pharma relied on sales reps to engage HCPs, it made sense to focus on the most influential doctor in a practice. But when you use email marketing, a dedicated NP/PA database lets you expand your reach to this critical audience.
Delivering a consistent care message to NP/PAs, and even nurses, conveys the benefits of your product to a wider audience with only incremental marketing costs.
- Take a “hybrid” approach to Dear Doctor letters. You can’t eliminate Dear Doctor letters from your marketing budget, but you can produce them more efficiently.
Direct mail is expensive, slow, and nearly impossible to track. Using a hybrid email-direct mail approach for Dear Doctor letters saves time, material, and distribution costs, while allowing you to verify deliverability and “opens.” Since you may not be able to reach every physician on your list through email, we recommend following up with direct mail as needed.
Hybrid campaigns offer other benefits too. Read: 6 Things Email Can Do for Dear Doctor Letters.
In the coming weeks, we’ll look at other opportunities for optimizing your 2018 marketing budget. Stay tuned.