Sending out pharma marketing emails without knowing who are reaching is a lot like taking a seat at the Roulette table. If you aren’t positive that your messages are only going to HCPs who have opted in to receive them, you could be gambling with your company’s reputation and financial future.
The Need to Email Responsibly
There are currently federal regulations in play to ensure all email marketers email responsibly.
The CAN-SPAM Act of 2003 regulates all advertising and promotional emails in the U.S. This holds businesses accountable for the information they send and to whom they send it, in part to protect the privacy of recipients. Violating this law can lead to fines of $41,484 for each email that is non-compliant.
This means that using unverified email lists can be extremely risky business.
Why Bad Lists Don’t Add Up
If you aren’t positive that your messages are only going to HCPs who have opted in to receive them, you could be gambling with your company’s reputation and financial future.
If the risk of penalties isn’t enough to scare you, keep in mind that companies found guilty of sending spam will be blacklisted by internet service providers. Companies that get high unsubscribe rates to their emails will also be blacklisted. This means that future marketing campaigns will be doomed, at least temporarily.
Beyond these worst-case scenarios, even if your emails don’t get flagged, not getting your messages to the right HCPs can also be expensive when you weigh in the lost business potential.
Turning to the Experts
With so much at stake, it’s clear why most pharma marketers turn to an expert to provide high-quality HCP lists and insights to guide their campaigns. A well-executed digital marketing strategy ensures you are fully compliant with the law. At the same time, it will also reach the right recipients and engage them in a meaningful conversation about your products and their benefits.
A Winning Strategy
Reach the right recipients and engage them in a meaningful conversation about your products and their benefits.
When shopping for a high-quality email database provider, here is a checklist of essential elements that can help guide your selection. Your email list should include addresses that are:
- First-party sourced and double opted-in
- Verified against the AMA Physician Masterfile and other sources
- Certified by a third party, like BPA Worldwide
- Updated daily
- Guaranteed for 95 percent deliverability
Stacking the Odds in Your Favor
In addition to selecting a high-quality list, other strategies to improve your odds of having a successful marketing campaign include:
- Reaching the Whole Practice: Make sure your email recipient list contains nurses, physician assistants, and other patient-facing HCPs.
- Targeting messages: Using email segmentation allows you to tailor your messages to engage recipients.
- Understanding your recipients: The more you know about your HCPs, such as preferred email address (personal/professional) and when they read their messages (day of the week/time of day), the more strategic you can be in sending emails designed to convert them to prescribers.
Diligence Pays Off
Adopting responsible email practices take work, but as many pharma marketers have learned, the effort is well worth it. When you invest in the services of a reputable email provider and ensure that you are reaching the right HCPs with the right messages, you can create compelling digital marketing campaigns that will pay off in spades.