According to recent surveys of healthcare professionals (HCPs), it seems that in-person visits between pharmaceutical sales reps and providers have gone the way of Blockbuster stores and print newspapers. In fact, one study by ZS Associates discovered that almost half of HCPs block rep access in some way.
According to HealthIT Analytics, healthcare is driving the massive growth in big data analytics. In fact, the healthcare data market is estimated to grow 17 percent per year for the next four years. Not only does data shape the practice of healthcare, it also affects how products are marketed toward healthcare professionals (HCPs). Here's a look at how quality data can inform your marketing campaigns.
Marketing email lists are much like purebred dogs; they require proper grooming and handling. The origin and continual maintenance of your email list is the foundation of your email campaign success- the bottom line is, lineage matters. Below, we'll explore the concept of a list pedigree and discuss what you can do to keep your list current and relevant.
Imagine trying to do brain surgery with a machete. For a procedure that demands the utmost precision, you're armed with a most unwieldy and ineffective tool. While this scenario may seem irrational, it is perfectly analogous to approaching an email marketing campaign with a non-segmented strategy.
Marketers tend to limit A/B testing for email to subject lines, sender names, and CTA placement/text. But, that approach may be short sighted. According to Kissmetrics’s new infographic, 92.6 percent of people say that visual dimension is the biggest influencer in their purchase decisions. Color, in particular, majorly affects conversions, which is why smart marketers have begun A/B testing color schemes in their email campaigns.
Think about your own email inbox for a minute: Which messages do you delete without opening, which do you open, and which do you actually engage? Let’s say you receive a personalized email from your car dealer three months after you bought your car. The subject line and preheader are strategically written to complement one another, enticing you to open this particular email among all the rest. Within the email is a reminder that it's time for your first oil change, along with a 20 percent off coupon. This email has a far greater chance of being opened and read, versus a generic email blast announcing a sale on automotive services.
Email service providers (ESPs) grant marketers access to an overwhelming abundance of subscriber behavior data. Far from email's earliest days, when bounce rates, opens, clicks, and conversions were all the results data you could hope for, marketers today can find out exactly which device their audience is opening on, how they found their website, and other detailed information about their conversion from visitor to customer.
Pharmaceutical marketers have gone digital to meet marketing demands. With healthcare professionals (HCPs), email is the preferred digital communication channel. So, it's not surprising that email campaigns are getting a larger share of the marketing spend and resources.
Drug companies in the United States have slashed the number of sales jobs in the last decade, leaving the remaining 80,000 drug reps with the challenge of reaching prescribers more effectively with fewer resources. Obamacare, pharmaceutical advancements, and policy changes are flipping the sales process on its head, impacting the way drugs are introduced to healthcare professionals (HCPs)
