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 successful email provider can make all the difference.
Develop Your Most Effective Email Campaign Yet
To make each of your email campaigns more effective than the last, ask your email provider these four critical questions before your next deployment:
- Who received your message? One of the biggest challenges pharma marketers face is knowing with certainty if your intended audience is receiving your content. If your email data isn’t accurate, you risk sending the wrong content to the wrong target. You may end up wasting valuable marketing dollars; or worse, getting into regulatory trouble.
Here’s the solution: Your email provider should be able to validate and authenticate the addresses you’re using, and also provide results indicating if your messages were actually received and by whom.
- Are you using each physician’s preferred email address? As mobile has proliferated, it’s become harder to know where physicians want to be contacted and what device they’ll be using. If you consistently send physician email to a general office address or disregard responsive design principles, you’re unlikely to achieve the engagement you want.
So, how do you know the best way to reach your target audience? Your data provider should be keeping track of their “most active” email addresses, as well as device browser pairing preferences.
- Are you deploying with the right frequency? There’s a fine line between sending too many emails and too few, but it’s critical that you find it. Building share of voice and increasing engagement requires sending meaningful content often enough to maintain physician interest, but not so often as to become annoying. Timing is everything.
An experienced email provider should have extensive data on the ideal frequencies.
- Is your message laser-focused? Some doctors want to hear about dosing, safety, and efficacy, while others are more focused on a drug’s side effects. Some are looking for an immediate solution, while others just want to stay current. To build strong, ongoing relationships with doctors, it’s important to deliver the exact content each doctor wants to read.
In order to achieve this, you’ll need to segment your audience by numerous criteria, including medical specialty and practice location, as well as NPI number, claims data, prescribing data, and hospital and practice affiliations. Your email database should offer this level of sophistication, and your provider should be able to help you slice and dice it in the most useful ways. for different segments. Better yet, your provider should allow you to test your actual audience to determine the most effective rate for your campaigns.
Digital Identification Makes It Even Better
Once your data provider has answered these questions to your satisfaction, the next step in digital campaign development is to respond to physicians’ real-time interests. By implementing technology that reports the online browsing behavior of individual, opted-in physicians, you can follow-up through personalized emails, customized website content, targeted ads, and in-person visits.
Instead of basing today’s messaging on last quarter’s POA meeting, you can create synergy with your target physician’s current needs. This allows you to develop a more refined targeting strategy and a more focused tactical plan to reach inaccessible prescribers with meaningful content.