It’s no secret that HCPs withstand demanding schedules. The brand manager challenge to effectively connect with HCPs warrants a marketing channel that delivers communications at the HCPs’ convenience: email. However, email alone will not solve this problem. The longer an email sits in the inbox, the less likely the user will open it. To increase effectiveness, optimize emails for the devices that HCPs use most throughout their workdays and deploy the emails at the most convenient times for each HCP audience. Understanding HCP behavior is key to maximizing return on investment in an email campaign.
Email In A Data Driven Market
Fortunately, email is a data-driven marketing channel. Data collection and analysis provide insight into how HCPs engage with email campaigns. Savvy marketers will integrate HCP behavioral data to drive campaign results, based on the target audience.
Healthcare marketers can probe data to determine the time of day and the day of week that a particular physician specialty is most likely to open email. For instance, DMD data shows stark contrasts in the behavior of pediatricians versus oncologists in terms of the day of week/time of day they are most likely to open email. Would you venture a guess as to which specialty favors Tuesday? Deploying emails at the optimal times for each specialty will inevitably lead to more opens, clicks, and audience engagement.
Data also provides insight into the devices HCPs use to access email. DMD data shows that nearly two-thirds of HCP emails are opened on a mobile device, with 95 percent of mobile opens occurring on an Apple iOS device, primarily iPhones. Thus, designing campaigns that leverage mobile behavior drives better results.
Triggered Transactional Emails
Further understanding of HCP behavior allows marketers to harness the power of triggered transactional emails to increase engagement and support rep-driven sales activities. Email distribution based on behavioral triggers or rep-initiated events has a much higher engagement rate than non-transactional email campaigns. Combining the email marketing channel with sales rep efforts exponentially improves campaign performance.
Data shows that rep-driven triggered emails support and enhance the sales process in the following ways:
- A triggered email following a representative call expands the impact and value of the communication.
- Rep-driven emails provide improved access and key customer contact.
- Triggered emails maintain high contact frequency through an alternative digital channel.
- Rep-driven emails expand and extend the conversation beyond and between calls.
Post-campaign reporting and analysis further fine-tune email distribution techniques, based on a deeper understanding of how targeted HCPs engage and interact with the email marketing channel. Specific email elements (e.g., subject lines, preheaders, offers, design elements, and calls to action) can be A/B tested and refined to improve response rates throughout the course of the campaign and for future campaigns.
To develop the right email distribution techniques, combine campaign strategy/objectives with delivery execution. Cross-referencing the HCP behavioral data with campaign goals leads to a more targeted and highly effective deployment schedule that drives results, improving ROI.
To learn more about DMD's data driven insights into every aspect of the email marketing channel as it applies to today's HCPs, download our free e-book, Campaign Development Guidebook.