In the past, we’ve explored the many benefits rep-triggered email programs offer pharma marketers. Rep-triggered emails fill the gap created by low-see healthcare professionals (HCPs) with access restrictions and reduced sales reps in the field. It supports personalized communication to help build ongoing physician relationships. Perhaps most importantly, it connects various elements of your marketing campaign, guiding your target audience through a series of desired actions.
Still, you may be wondering how it actually works. Today we’ll take a look at the seven steps you should follow to create an effective rep-triggered program.
Identify Your Challenges
If you want to maximize the success of your rep-triggered email program, each message you send should make a single, concise point, as well as advance your overall marketing campaign. To accomplish this, you’ll need to have a clear understanding of your challenges. Is access to your HCPs restricted or prohibited? Are your HCPs geographically isolated? Can you only reach them every few months?
Once you’ve identified your challenges, you should develop and maintain five to seven approved templates so you’re ready to address those challenges in a controlled way at each point in the sales cycle.
Seven Steps to an Effective Rep-Triggered Campaign
To create a successful rep-triggered campaign, you’ll want to carefully consider everything from the content and design of the messages to when they’re deployed.
- Develop a series of messages that satisfy goals and objectives. Plan an entire series of messages at once, so you can keep the rep-to-HCP conversation flowing, while ensuring HCPs are informed with brand-consistent messaging that furthers your overall marketing strategy.
- Establish the business rules. Set rules in advance, approved by the med-legal team, to ensure consistency with company guidelines, to control the number and timing of emails, and to conform as closely as possible to the digital preferences of your audience.
- Secure input from sales management. Throughout a campaign, sales reps and their managers should maintain close communication in order to deal with ongoing issues, such as handling objections, supporting clinical thought leaders, and responding to competitive initiatives.
- Train your reps. Sales reps need to learn how to use the pre-approved messages to appropriately support their live interactions with their HCPs.
- Design the email. Implement design best practices – including writing effective subject lines and making sure the message will render correctly on all screen sizes – to ensure that emails are opened, read, and acted upon.
- Deploy your campaign. Deploy a message at the optimal time, based on the HCP’s past email behavior and based on the timing of the HCP’s last interaction with the sales rep.
- Fine-tune your program. Both sales and marketing monitor the program using database metrics. Together you’ll determine what’s working and what’s not, so you can update the program accordingly.
Once your program is up and running, it’s also a good idea to establish a rep advisory board to handle ongoing input, share peer-to-peer best practices, and keep brand management current on field issues that need to be addressed. Working together, your sales and marketing teams can use rep-triggered programs to boost the effectiveness of a variety of marketing initiatives, while streamlining the sales process.