Growing up, my parents always told me, “You get what you pay for.” The unsaid message was not to be tempted by bargain prices for things too good to be true. Sometimes they were talking about the importance of selecting reputable local service providers for things like auto repairs and home maintenance. Other times they were referring to saving up for quality restaurants and vacation destinations. I grew up learning the value of investing my own hard-earned money wisely. The sting of disappointment in a cheap product or service far outlasted the joy of saving a few bucks up front.
The same adage also holds true when it comes to educating physicians about your products. If your marketing campaign is worth your time, effort, and cost, your investment will pay off in the results you can expect. The best place to start is by ensuring you’re using a high-quality physician email list to create segmented messages to engage your recipients.
The Difference a Between Good and Bad Email List
Many physician email lists on the market today make impressive claims. But not all of them can measure up to their own hype. In fact, there are many bad list that can sabotage your efforts—by wasting your money, violating email compliance laws, and not being effective. To protect your company from these very real risks, it’s important to recognize the differences between a good and bad email list.
1. A good email list is always first-party sourced.
A bad email list may be pieced together from other unreliable lists, often by someone abroad. As a result, it may contain data that has been scraped from other lists, manufactured, or “phone verified.” Many of the addresses may not be valid and your messages ultimately may not reach your targeted healthcare professionals.
2. A good email list includes double-opted in physicians.
A good email list includes prescribing habits, claim data, and hospital affiliation so you can segment your emails to increase engagement.
A bad email list may not have permission from physicians, resulting in a high complaint rate at best or putting you at risk for regulatory non-compliance at worst. Further, bad mailing lists often consider that when physicians don’t opt-out, this is “permission” to include them on the list. Not saying no is not the same as saying yes.
3. A good email list is 100 percent authenticated and updated daily to ensure deliverability.
A bad email list that contains unauthenticated and invalid addresses can generate high bounce rates. This can lead to low delivery rates and can result in your ISP blacklisting your address.
4. A good email list includes prescribing habits, claim data, and hospital affiliation so you can segment your emails to increase engagement.
When your emails bounce, don’t get opened, or just don’t resonate with recipients, you’ve wasted your time and budget and will have nothing to show for your efforts.
A bad email list likely does not allow for segmentation beyond physicians’ specialties so messages may be too generic to resonate with specific audiences. The batch-and-blast approach is unreliable and inefficient.
Design an Effective Strategy
The next time you’re tempted to settle for an inferior email list just because it’s convenient or inexpensive, remember that cutting corners truly won’t pay off in the end. When your emails bounce, go unread, or just don’t resonate with recipients, you’ve wasted your time and budget.
The good news is that pharmaceutical marketing budgets have recently risen in many companies, according to the 2017 MM&M/Guidemark Health Healthcare Marketers Trend Report. This means it’s easier for marketers to invest in a high-quality, authenticated email database that is first-party sourced, double opted-in, and updated daily to create highly tailored and effective messages for your target audience.