When it comes to quality vs. quantity, quality wins out in almost every instance.
Which would you prefer:
- A gourmet slice of cake or 10 Twinkies®?
- A roll of plush toilet paper or 10 rolls akin to sandpaper?
- A luxury car or a fleet of potential lemons?
Deploying an email to thousands of HCPs has no merit if the message is irrelevant to half (or more) of the group.
Instead, to reap the biggest return on your email investment, start with a quality database and segment your audiences carefully. These popular blog posts will prepare you for a successful third quarter:
Marketers and brand managers have the same goal when it comes to contacts: build connections and relationships, which often begins with a personal, credible, relevant interaction. It's not possible to get the preferred contact information of every individual HCP you hope to reach, so how can you ensure your message is hitting home with prescribers?
The answer is a high quality database; one that meets criteria of sourcing, reach and targeting.
There's great value in emailing physicians, but successfully reaching the right HCPs with the right message relies on a quality database.
To ensure you're getting what you paid for, the critical elements are:
- Automated Testing
One of the biggest challenges of data-driven marketing is the heightened regulation of personal data, something quite familiar to pharma marketers.
The solution lies in data reported from HCPs who have opted in, allowing digital identification programs to truly hone in on the unique needs of certain segments.
Effective marketing decisions in the pharma world depend on four critical databases. Each can provide detailed information on HCPs, the products they prescribe, and any regional, demographic or other differences that may hold relevance.
- Drug Distribution Data
- Prescription Claims Data
- Electronic Health Records
- Digital Audience Identification Data
As these blogs illustrate, the foundation of an effective database is obtaining the most granular details of your audience. That kind of sophistication is what turns a Twinkie® into tiramisu.