Anyone who has ever been in a long-distance relationship (LDR) has probably worried that “out of sight” means “out of mind.” For pharmaceutical reps whose success depends on building strong relationships with physicians that are difficult or impossible to see, that fear can be very real. Fortunately, with rep-triggered email, it doesn’t have to be.
In the first 30 days of a brand campaign, healthcare marketers can leverage the email channel to support the new indication of a pharma product. Targeted email campaigns are used to announce the product launch, tout the benefits, promote prescriptions, and generate sales.
We’ve written about The Three Amigos of Your Inbox (sender field, subject line, and preheader) in the past. Not surprisingly, the synthesis of these key elements continues to be a powerful determinant of open rates. This is especially true in the context of a rep-triggered email program.
Does stumbling through the long and complicated med legal approval process sap the energy from your email marketing campaigns? Would you like a faster way to get your email messages approved and out the door? A solution that’s neither restrictive nor risky, but just right?
These days the prevalence of social media channels like Facebook, Twitter, and LinkedIn can make email seem like a thing of the past. Yet when it comes to B2B, that couldn’t be farther from the truth. Social media has been wildly successful for brand discovery, but it's far less reliable when it comes to building relationships. Instead, email remains the best channel for establishing and maintaining HCP relationships. Here’s why:
Do you remember when sorting the mail – personal from bills from marketing – was a daily chore done at the kitchen counter, or maybe over the recycle bin? It didn’t take much to identify the junk. Ugly fonts masquerading as handwriting, too-good-to-be-true offers, and ridiculous deadlines jumped off the slick paper from across the room.
Occasionally, we will get clients who buy an email list from us but want to supplement our list with their own. The problem is that their lists haven't been through all the quality check processes that we perform on ours. Consequently, their lists are typically full of expired address that no longer work or good emails of expired doctors – DMD constantly receives client lists that include dead, retired, and semi-retired physicians. Email lists provided by clients frequently include spam traps that can undermine an email marketing campaign with bounces and lead to internet service providers (ISPs) blocking their deployments entirely. DMD incessantly scrubs each database every day and even goes so far to validate every address it receives directly from physicians.
The value of an object is directly linked to its source. For example, collectors of fine art and antiques examine a piece's provenance – the history of its location, custody, and ownership. In other words, the authenticity and worth of a collector's item depend on where it came from. Email addresses are no different. We source our healthcare professional (HCP) email addresses directly from the medical journal publishers and professional service companies who have a first-party relationship with healthcare professionals.
The healthcare industry isn't for the faint of heart. It comes with piles of regulations and legal requirements, life-or-death stakes, and liability threats at every turn. For this reason, the first thing we do is authenticate a client's email list. Without authentication, a bad list can open a Pandora's box of problems, many of which can be fatal to your email campaign.
You never get a second chance at a first impression, which is why an optimized subject line is so important. In a recent article on Business2Community, Michael Peggs confirms what we've been saying for years: the relationship that pharma marketers have with their audiences begins with the subject lines of their emails. Engagement rates skyrocket when they are further supported by the preheader and the sender. Read more in our blog post, The Three Amigos of Your Inbox.
