Effective marketing campaigns begin with planning, gathering and analyzing well-formulated data, and setting clear campaign goals and benchmarks for success. If you don’t know what you’d like to achieve, you can’t gather productive data. In Components of a Successful Physician Email Campaign: Part I, we address the preliminary strategies of audience engagement.
Implement comprehensive HCP marketing, addressing the whole care team
Marketing campaigns target and engage the primary practitioner, but they can also target and engage the whole care team. When creating email campaigns, think about tailoring email variations to members of the team who influence the key practitioner. Mid-level practitioners (i.e., nurse practitioners and physician assistants) interface with the primary physician and a wide range of patients, making them qualified recipients for an email campaign.
Rely on refined, precise, and updated targeting data
There are dozens of ways to segment and target your HCP email lists, including specialty, diagnosis codes, and prescription data —preferably, data that’s not from 2012. Not only can data be updated for physician activity status such as semi-retired or retired, they can be updated to include evolving physician information, drawn from dynamic sources. A database that includes broad resources can deepen targeting to create a more refined set of practitioners for your campaign. This improves efficiency, productivity, and response rates.
Maximize efforts through rep-triggered strategies
Rep-triggered strategies align your marketing strategies with your sales force. Send copies of email messages to your sales representatives so that they’re in the loop with the specific marketing messages used externally about your products. When sales reps visit practitioners and emails are mentioned, your reps are readily able to discuss and reinforce the emails’ marketing messages.
However, these strategies are most effective when used as a tool for bolstering the personal sale. According to this case study by Marketing Sherpa, triggered emails can double renewals and maximize customer retention. Rep-triggered emails can be automatically set up to augment rep visits, instead of simply preparing for them. The emails serve as follow-ups on prospects or as a means to start or continue a conversation with missed connections.
For example, if a rep arrives at a doctor’s office only to find that the doctor has taken an unexpected lunch, then the rep will have an email ready to go for touching base with the doctor and rescheduling. Alternatively, if the rep has managed to convince the doctor to participate in a clinical study, the rep will be able to reinforce the doctor’s interest almost immediately after leaving the office with a follow-up email.
Adapt your messaging to target distinct audiences and email responses
While you can implement a holistic marketing campaign that addresses the whole care team, you may craft individual emails for specific segments of that team. The most important difference to address is the need and interests of specialists versus primary care practitioners. Likewise, you can create different emails for those who opened, those who clicked through, and those who visited your website.
You can further segment by medical role, as follow-up emails that may differ between a nurse practitioner the lead surgeon. Much as you wouldn’t buy a shirt in the same size for 10,000 different people, you wouldn’t use the same messaging and click-through landing pages for every target audience of your campaign. A more personalized email outreach resonates with the recipient and carries a greater likelihood that he or she will engage.