Everyone talks about it, but no one really knows how to do it. Everyone thinks everyone else is doing it, so everyone says they’re doing it. But the truth is, most aren’t doing it. And if they are, they probably aren’t doing it very well.
It’s a scenario reminiscent of high school. But unlike your mother, we’re here to debunk the myths -- for healthcare digital marketing, that is.
Myth #1: One Approach Is As Good As Another
Even experienced digital marketers sometimes believe that all physician email databases are created equal. But that’s simply not true. Though the differences may not be obvious at first, a closer look reveals significant variance in data quality and quantity. One email address isn’t always as accurate as the next – and a quality email database offers much more than just addresses.
To develop email campaigns that continue to increase engagement over time, look for a database that uses first-party sourcing, validates and authenticates all addresses, and has been verified by an independent auditor like BPA Worldwide. A quality database should also allow you to segment your audiences by medical specialty, practice location, and prescription and claims data. Ideally, your database will even provide the option to integrate HCP website browsing data across digital campaigns.
Myth #2: You Already Know Everything You Need to Know
Digital marketing generates a lot of valuable data. Open and click-through rates let you evaluate the effectiveness of email subject lines, calls-to-action, and deployment schedules. Similarly, proxies of value, like page views and time on site, have been used to identify what is and isn’t working on websites.
This is critical information, but it’s just the beginning. Recent advances now enable you to know the identity of the individual HCPs who visit your website and to connect their online browsing behavior with the physician profiles in your database. When you have access to this kind of digital identification technology, you can respond to an individual doctor’s current interests through customized email and website content in real time.
Myth #3: It’s Easy to Figure It Out As You Go
We’re all at least somewhat familiar with email marketing, so it may be tempting to license a list, jump into your first campaign, and plan to work out any glitches as you go. It’s not impossible to take that route, but it’s not very efficient either.
The most effective email campaigns are built on compelling copy, HTML and responsive design, continuous testing, and multi-channel integration. While you can experiment and gradually learn what works best for your audience, you don’t have to. At this point, there are proven techniques for nearly every aspect of email marketing. By working with experienced database professionals, you can quickly learn to execute those best practices and begin maximizing your email marketing ROI.
Choosing the right database and digital identification technology are essential to successful digital marketing. But if you’re tired of guessing about what you should be doing, working closely with a database marketing team that’s been around the block a few (hundred thousand) times should be your first step.