When it comes to cross-channel execution, email is the go-to tool for savvy marketers. A recent study by Forrester Consulting found that email, more than any other digital channel, is the key to cross-channel success. The study points out that email remains the most cost-effective method with the biggest impact to engage in meaningful dialogue with customers. These findings underscore the importance of leveraging email to promote assets for all channels to physicians.
Email Is Uniquely Suited to Cross-Channel Marketing in Healthcare
Pharmaceutical companies work so hard to create brand assets, develop them, and get them approved. Email is an ideal way to maximize the ROI of these efforts, piquing physicians' interest by continuing to provide them with fresh, relevant content. Just like with a newspaper, this kind of novel information will keep HCPs opening your communication on a regular basis, thereby driving future transactions.
Engage HCPs by Showcasing Brand Assets for All Channels via Email
Think of all the other communication channels you're investing in, all the brand assets that you've already created: email is the perfect way to get the word out about these efforts. While your plan may include direct mail and personal selling, you are also able to deploy targeted emails to support these programs. For example, you might feature educational events and materials, sampling opportunities, community and charitable programs, CME activity and patient groups via email messaging to your HCP audience. In particular, geographic targeting for events such as conferences and round-tables can be supported by email as an efficient way to reach a regional target.
The idea is to think cross-channel. Leverage the assets that you've worked so hard to develop by using the extraordinarily targeted email tool. Other channels are potential wellsprings of email content that HCPs tell us that they want to read. Cross-channel physician email marketing satisfies this need creatively and effectively.
Repeating Product Information In Multiple Emails Stymies Continuous Engagement
Pharmaceutical marketers tend to use physician email lists predominantly for product-related communication. While this is a legitimate focus of email campaigns, product information is probably one of the most arduous types of content to generate. New products are not launched every day, and product development has a long timeline to market with complex regulatory and compliance issues.
You might be able to send dozens of emails with the same product information for a while, but trying to sustain client engagement long term with repeated content about products is a daunting task. Ideally, what physicians want is fresh, newsworthy and relevant content. Examining content across marketing channels can reveal new opportunities to engage HCPs.
Pharma often hamstrings email campaigns by using them purely to convey production information. While product news can certainly generate compelling content, physician email marketing can do so much more. Rather than expending Herculean efforts to come up with novel product-related content, email can be used to showcase and leverage existing brand assets for other channels. Read on to find out how your company can adapt physician email best practices for a more effective, cross-channel approach.
One of the most common questions that we hear from pharmaceutical companies is, "How often should we communicate to doctors? How many emails will they tolerate?" To answer this question, think about why you check the news every day. You read the news daily because it has new information to share. Is that the case with the emails that you're sending to HCPs?
New information warrants communication, and coming up with that new information is easier than you might think. Just look at the assets you’re already creating in other HCP marketing channels. They can be refreshed and supported through targeted email campaigns.