Here are the questions many healthcare marketing agencies are asking: how can we continue to provide business value to our healthcare clients, and how is our offering different from the competition? Your agency has an opportunity to position itself as an invaluable partner for healthcare marketers by introducing business-building ideas that break down traditional business silos and distribute learning across channels.
As an agency, you are in a unique position to apply the deep learning you acquire in one area of marketing to another. While many pharma and healthcare clients build silos around different marketing channels and delivery systems, you have a birds-eye view. The contribution you offer by noting economies of scale and strategic alignment across channels elevates your agency’s value, particularly during your client’s brand planning stage. The primary medium for demonstrating this capability is email. Reframing the email channel as a cost-effective way to expand programs and messaging will highlight your successful contribution to brand planning and growth. And, your metrics will serve as proof.
Promote Brand Assets from Other Channels
Email marketing draws more traction out of existing brand assets created for other marketing channels, such as educational materials, patient materials, community programs/outreach, and charitable programs. Rather than thinking of email as a stand-alone campaign designed to do one thing, think of it as the “connective tissue” between all marketing activity and messaging. Email delivers a message to micro-targeted recipients to engage them in further marketing initiatives.
Engage Practitioners in Meaningful Conversation
Email marketing isn’t a bulletin board for product announcements; it’s a channel for facilitating valuable connections and meaningful discussion. Your agency holds tremendous communication expertise. Use it to suggest ways to interact and engage customers, much as you might do in an ad. Email can carry customer insights and motivating messaging, just like more traditional avenues can. In fact, your team’s creative skills become turbo fuel for the email channel, while simultaneously offering feedback to improve cross-channel marketing efforts.
Apply Real-World Audience Segmentation to Email Lists
Pharmaceutical sales reps are trained to deliver precise messaging to HCPs based on the provider's patient population, specialty, or other classifications. The same methodology can be applied to email, allowing for distinct messaging that is more engaging and personally relevant to every recipient.
Your agency can provide a deeper understanding of audience behavior, interests, and practice details, if you connect with the right audience.
Who wants to read your email? Who needs the information? Once you have a specific audience in mind, try targeting, using the following criteria:
· HCPs who subscribed to a certain medical publication
· HCPs who are members of a trending practice size
· HCPs who registered for a specific CME program
· HCPs in a specific metro area
· HCPs who have prescribed a specific drug
· HCPs who accept a specific insurance provider
· HCPs treating specific diseases
· NPs and PAs that work at the site of a target list of doctors
Embrace the Multi-Device World with Responsive Design
Today, your clients are directing you to design emails based on the direct mail pieces you’ve already created. But, knowing how many consumers open email and other digital communication on phones and tablets, a direct mail design isn’t going to cut it When you arrive at your next client meeting, present emails that have been independently designed specifically for the mobile platform, giving you a clear competitive edge over other agencies. Recognizing how mobile differs from desktop sets you up as the smart thinkers in the room –the ones with the tactics that will improve email response rates.
Taking advantage of responsive design increases the odds of influencing prescribing behavior and other desired responses. Adapting to devices and email service providers is the first step in email marketing, and your clients need help getting there in order to improve open rates, click-throughs, and ROI.
Connect Email Campaigns to Real-World Sales Activity
Your healthcare clients rely heavily on its field salesforce as one of several means to reach their audiences. This provides an agency with a creative opportunity to recommend a supportive email approach that aligns email marketing with sales progress.This works in two ways:
- Glean feedback from field sales reps to drive content creation. For instance, email messages may focus on commonly asked questions or address concerns surrounding a product's side effects that sales reps frequently encounter as objections.
- Arm sales reps with knowledge of the most recent email marketing activities so they are prepared to address questions and reinforce key messages. This creates consistency across customer touch points and is key to effective cross-channel marketing.
The digital landscape creates abundant opportunities for medical marketing agencies to create effective cross-channel marketing campaigns. Incorporating multiple marketing channels throughout healthcare brand planning reinforces messaging and fosters value creation, resulting in better results for clients and a boost in agency ROI.