On average, American pharmaceutical companies allocate 73 percent of a brand’s first-year budget to marketing and commercialization. That number drops to 60 percent in the year following a launch, but it’s still a lot of money—millions of dollars, in fact.
Every marketing initiative this represents, including print ads, digital content, and educational events, has a role to play in converting physicians to prescribers. But a solid email campaign is what carries you across the finish line.
Lock In Pharma Marketing ROI
Pharma marketers spend countless hours and millions of dollars creating the engaging, informational content doctors prefer. KOL-led discussions, conference programs, MOA graphical representations, and white papers educate physicians on the safety and efficacy of your brand.
73% of respondents rate email excellent or good in terms of ROI.
Brand websites house clinical trial data, adherence support materials, discussion guides, co-pay cards, and other brand assets. Even social media is gaining ground as a platform for professional communication.
In the race to develop all of these assets, it can be easy to overlook email. Yet email still outperforms other marketing channels. In the Email Marketing Industry Census 2017, 73 percent of company respondents rated it excellent or good in terms of ROI.
Optimize Email Results
Email marketing delivers excellent results because it lets you identify more of the right doctors, segment your audiences precisely, and deliver multiple, targeted messages for each of those segments. It returns detailed data about the effectiveness of your campaigns. It also offers the speed and flexibility needed to maintain ongoing communication with valuable prescribers.
To optimize your email marketing to physicians, start with these five basic guidelines:
- Use an unauthenticated email list. Physician email addresses change often in the current job market. A verified email database that is updated daily and includes only physicians who have opted-in ensures your messages reach the intended inboxes.
- Include an “echo” send. Sending the same message a second time is proven to increase engagement by 4 percent.
- Deliver relevant content. The days of "spray-and-pray" are long gone. Begin every campaign by defining your target audiences precisely. Then create content that is timely and relevant to each segment.
- Design for mobile. Most physicians view emails on a mobile device, especially Apple products. Using responsive design makes your messages easier to view and increases the likelihood that physicians will read them.
- Test everything. Email marketing success depends largely on the strength of your subject lines, calls to action, and deployment timing. Continuous testing allows you to improve campaigns over time. An automated testing platform makes it easy and cost effective.
By the time you’re ready to launch a new product, or even a new campaign for an existing product, you've worked hard to create all the individual components. Before you’re done, though, it pays to dig deep, find a little extra energy, and follow through with a well-planned email marketing campaign.