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.
Connect through Personalized Email
In the world of pharma sales, building relationships with physicians is as important as it’s ever been. A competitive marketplace focused on specialty drugs with finely segmented audiences and high price tags makes it critical for reps to maintain ongoing, personalized communication with their target doctors. Likewise, to best serve their patients, doctors need access to precise, timely, and relevant information about pharmaceutical products, changing regulations, and industry events.
Yet sustaining these relationships is harder than ever due to access restrictions, a shrinking pharma sales force, and, in some cases, geographically remote medical practices. Sometimes it can feel a little like a struggling LDR: you want to connect, but it isn’t always easy.
A personalized rep-triggered email program can help you bridge the gap. It provides sophisticated digital communication techniques (including big data capabilities) to optimize your email campaign, while still providing a personal touch, by coming from a familiar face in a timely manner.
Extend a Sales Call with Before and After Emails
Rep-triggered email is especially useful for enhancing sales calls. Prior to meeting in person, a sales rep can send the doctor a reminder that includes a short list of topics to discuss or a product update, such as a dosing change. This is also a good time to also ask if there’s anything else the doctor needs. This “pre-call” email can help make the brief time you spend with the doctor as focused and personal as possible.
After the call, you can send a thank-you email, attaching any materials the doctor requested or inviting him or her to attend an upcoming webinar or conference. Because HCPs are increasingly incorporating tablets and smartphones into their practices, the email channel allows sales reps to provide clinically relevant email content to HCPs even as they’re seeing patients.
Link Your Marketing Initiatives through Email
Rep-triggered email can also play an important role in your company’s integrated marketing communications strategy. In this scenario, email becomes the connective tissue that links webinars, advertising, collateral materials, and field-based programs. For example, you might email a conference invitation to a narrowly defined segment of your list, collect feedback from conference attendees in person, and later follow-up by email to provide the collateral materials or offers they requested. By integrating email with your other online or offline channels, you can actively engage HCPs in a meaningful, efficient, and ongoing dialogue.
When used effectively, the personalization capabilities, timeliness, and cross-functional applications of rep-triggered email will help you overcome access restrictions so you can forge strong and long-lasting (albeit long-distance) relationships with your HCPs.