Imagine trying to do brain surgery with a machete. For a procedure that demands the utmost precision, you're armed with a most unwieldy and ineffective tool. While this scenario may seem irrational, it is perfectly analogous to approaching an email marketing campaign with a non-segmented strategy.
Without segmentation, email campaigns attempt mass appeal but end up missing the mark for major portions of the audience. Segmentation can help you define your audiences, tailor your messages, improve future campaigns, and capture the right healthcare professionals (HCPs) at the right time and place. Read on to find out why segmentation is one of the most effective strategies to improve email campaign performance.
Define Your Audience for Laser-Sharp Campaign Precision
Also called target marketing, segmentation divides a large, heterogeneous group into smaller, more homogenous groups. What’s the first step for healthcare marketers? You must use a database that provides refined, granular HCP data to inform strategic planning. Step two? Identify the HCP attributes that are most relevant to your business. The right database provider will be able to produce comprehensive practitioner data to define your audience segments. Relevant attributes might include:
- Hospital affiliation
- Prescribing data
- Treatment data
- Diagnosis data
- Insurance plans
- Case mix
Tailor Your Message to HCPs of Various Levels to Improve Response
Currently, you probably market your product to pediatricians and their mid-level staff, (i.e., physician assistants [PAs] and nurse practitioners [NPs]). But, does that make sense when physicians and NPs/PAs play different roles in treating and interacting with patients? An email designed to reach a physician can lose the interest of an NP/PA as early as the subject line, costing you potential revenue in the process.
Instead of using one generic message, try personalizing multiple messages to each type of practitioner. Even basic segmentations like these can yield impressive results. For example, eMarketer found that 39 percent of marketers who segment see higher open rates, while 34 percent experience lower unsubscribe rates.
Further Segment Your Audience in Later Phases of Your Email Campaign
The segmentation process doesn't stop after you send out a first-round email. Analyzing your audience's engagement behavior in phase one will help you understand what tactics resonate with each segment. Having this knowledge will help you fine-tune your segmentation strategy on the next round of emails.
For example, you might examine open rates by the time of day and day of week that various segments opened the email. You can also study the trends of which types of HCPs clicked through and engaged with your email. What did the different segments click on? What did they do once they arrived on the landing page? These kinds of questions will help you further refine your segments, deployment schedule, and content for phase two.
If you’re facing a database army of HCPs, enlist segmentation to divide and conquer. Targeted messaging to highly defined, granular groups wins the battle. Send the right message to the right HCPs at the right time.