The last time you went on a job interview, you probably conducted some research in advance to learn more about the position and the company. These insights may have helped you sell yourself to land the job.
The most successful pharma marketers take a similar approach when it comes to knowing HCPs and understanding their behavior and preferences. This information is key to developing personalized emails that strengthen the sales conversation.
Take a personalized approach to crafting your messages.
A study by the Data and Marketing Association finds that 54 percent of marketers cite increasing engagement as a priority. Yet many of them fall short when they actually try to put this goal into action. One of the stumbling blocks they face is not taking the time to understand who they are trying to reach with their emails. As a result, their messages simply aren’t making the desired connection.
3 Ways to Maximize Your Efforts
In order to craft effective email campaigns that resonate with your recipients, it’s important to take the time to have a well-thought out and comprehensive strategy. Be sure to incorporate these three steps:
- Know Your HCPs: A good way to start getting to know your HCPs is by exploring the basics, such as the type of medicine they practice, geographic location, and prescribing habits. Use these details to take a personalized approach to crafting your messages. This can help you build long-term relationships with physicians who may be interested in learning more about the latest pharmacological options available.
- Different Strokes for Different Folks: HPCs have multiple email addresses (personal and professional). Knowing where—and when—to reach them is essential in getting them to engage with your message. When you understand their preferences (i.e. most likely to read emails sent to their personal accounts on Saturday afternoons), you can plan accordingly so your emails will get more traction.
- Reliability Matters: All of your physician information should be obtained from a reliable database that’s updated daily. With so many email lists to choose from, be sure to select one that also has 100 percent of its physicians double opted-in to get the best results.
What to Look For
Understanding your HCPs goes a long way toward having meaningful conversations with them.
When shopping around, remember that the most comprehensive email marketing databases cover specific details about individual HCPs, including interests and habits. For instance, look for metrics that show their past engagement with emails, as well as their patterns in what they click on. When you know what they care about, you can tailor your messages to meet their needs. This makes all the difference between throwing your money away or spending it wisely.
Securing that Competitive Edge
Just as researching that job opening helped you advance your career goals in the workplace, understanding your HCPs goes a long way toward having those meaningful conversations with them. When you take the time to get all of the right details to inform your efforts, it cements the relationship and helps you get the job done right.