Everyone talks about it, but no one really knows how to do it. Everyone thinks everyone else is doing it, so everyone says they’re doing it. But the truth is, most aren’t doing it. And if they are, they probably aren’t doing it very well.
Everyone talks about it, but no one really knows how to do it. Everyone thinks everyone else is doing it, so everyone says they’re doing it. But the truth is, most aren’t doing it. And if they are, they probably aren’t doing it very well.
According to the Email Marketing Industry Census 2017, email still outperforms other marketing channels, with 73% of company respondents rating it excellent or good in terms of ROI. Overall, email performance has been trending upward since 2014. Clearly, optimizing this channel is an important plank in overall marketing strategies.
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.
It's not unusual to see health systems using one email newsletter to communicate a variety of messages to multiple medical specialties. What is rare is to see this strategy succeed.
Pharma marketers know that precision targeting, customized messaging, and strategic timing are critical to email marketing ROI. Yet implementing these tactics is often easier said than done. Working with an experienced and successfulemail provider can make all the difference.
Health system marketers continually scan the horizon for new tactics and technologies that will help them raise awareness of their most valuable service lines — and ultimately, engage and retain more potential referrers. One recent marketing trend, contextual relevance, is particularly useful in this regard.
For better or worse, hospital rankings influence how health systems are perceived by referring physicians. Earning a coveted spot on the U.S. News & World Report “Best Hospitals” list brings national attention and expands your referral base.
In a recent survey, U.S. advertising and marketing professionals from a variety of industries were asked to identify the biggest challenges of data-driven marketing. Their top answer, “heightened regulation of personal/audience data” is, of course, very familiar to pharma marketers.
Healthcare marketers know that maximizing email open rates depends on several factors:
Optimizing the timing of your deployments is equally important -- and endlessly debated.
I’m excited to be in San Diego this week for the MedDev eMarketing Summit West. In my last blog, I highlighted some of the Tuesday sessions I’m most looking forward to, including David Reim’s presentation on knowing the identity of your website visitors. (This afternoon at 4:30 pm.)
Physicians might have considered email non-personal promotion in the past. Compared to an office visit from a pharma rep who brings lunch from your favorite restaurant, how could it not be?
Fortunately, times are changing. Though it keeps getting harder for reps to get through the doctor’s door—or even to reach doctors by phone—email marketing is getting more sophisticated.
When a target group of physicians isn’t prescribing your brand, you need to understand the "why" so you can figure out how to change their behavior. You need to determine how best to promote the brand based on the current needs of individual doctors in that market.
Medical device manufacturers have perfected the traditional sales rep model: knowledgeable reps build long-term relationships with individual physicians who then become loyal users of their product. It’s a winning strategy, but it doesn’t always scale.
Multichannel marketing is the process of reaching customers (both current and prospective) using a strategic approach that employs various communication channels. But there are some common pitfalls that can trip up even the savviest multichannel marketer – and many of them relate to whether you’re using your data to its best advantage. Here are a few:
Today health systems are using email marketing to connect with physicians in any number of ways. Strategic campaigns can be developed to support service line growth, engage potential referrers, and build physician loyalty. Email is also an effective tool for communicating with in-system medical staff.
It's no secret that the most effective marketing begins with market segmentation; knowing who your audience is, what they need, and how your product or service can improve their lives. This goes without saying for health system marketing to patients, but it’s equally important for hospital-physician communications.
Would you be surprised to learn that pharma marketing has something in common with beer? Consider this.
Historically, Budweiser knew how many cases and kegs rolled off its delivery trucks and into specific bars or restaurants. Tracking sales was simply a matter of adding up the totals. Then point-of-sale data came along and the company could track whether it sold more beer by the bottle or draft. Sales and marketing strategies were adjusted to better serve specific markets.
