Suppose you’re responsible for email marketing for an established pharma brand with a breast cancer indication. Which of the following metrics would you rather see? Click-throughs from:
- 1,000 physicians across all specialties
- 500 pediatric oncologists
- 100 medical oncologists
The medical oncologists win hands down, right? After all, pediatric oncologists aren’t promising prescribers for a breast cancer drug. Even the group of 1,000 physicians offers limited prescribing potential, since many of those doctors probably aren’t oncologists.
In pharma, trying to reach the biggest email audience is counterproductive. Instead, you need to engage the largest number of specialists within a narrowly defined segment. The following case study illustrates how it’s done.
In a game of darts, hitting the bullseye requires a good dart, a steady hand, and patience. Identifying the relatively small group of physicians that meets all of your targeting requirements is similar.
A Proven Process
In pharma, trying to reach the biggest email audience is counterproductive.
A quality dart flies straighter than a cheap one. Likewise, a quality physician email database provides the comprehensive industry data you need to reach the right HCPs.
When you start with an authenticated database and follow these steps, you can engage more of your target HCPs in every email marketing campaign:
- Target precisely. Use procedure codes, diagnosis codes, and insurance claims records to identify breast cancer specialists. Determine which of these physicians are already prescribers of your brand and which ones aren’t.
- Develop relevant messaging. Create a set of messages that will convey your brand’s value to your segmented physicians with related, but not identical, concerns. For example, potential prescribers may be interested in clinical studies, while existing prescribers may prefer receiving information about co-pay cards.
- Engage the whole practice. Review site data about current prescribers to identify physician assistants and nurse practitioners in the same practice who might also treat breast cancer patients.
- Identify new doctors. Review procedure and diagnosis data for HCPs your sales team has been unable to contact. Then add relevant HCPs to your email list.
- Review metrics. Continuously monitor open and click-through rates to evaluate the effectiveness of your messaging and deployment schedule.
Over time, you’ll become more skilled at analyzing both the physician data in your email database and the results of individual deployments. You’ll deepen your knowledge of your target audience and broaden your reach within this segment. Ultimately, you’ll run optimized email campaigns that achieve far more hits than misses.