In part 2 of our 4 part series, Leveraging the Email Channel Throughout the Pharma Brand Life Cycle, we consider how email marketing can be used to optimize the product launch and introduce a new indication.
The email channel plays a pivotal role throughout a pharma brand’s growth and maturation. This is never more critical than at launch, when the long-term success of the brand is at stake.
The core purpose of marketing is to bring positive awareness to a product or service, with the hope that consumers will choose your goods or services over a competitor. Even if a brand doesn’t truly believe it’s the best, savvy marketers are still capable of convincing a portion of the public to buy.
It’s why some brands have the budget—and the chutzpah—to pay an insane amount of money for a Superbowl ad.
Data, by nature, doesn’t seem personal. It’s all numerical variables and coding matrixes, right? Not exactly. When you use that data it as a foundation from which to extract physician insights, what results is highly personalized communications. And, not in the definition of what many health system marketers consider “personalized.” Making assumptions based on aggregated analytics or creating physician personas which you think best fit your brand heads you down the path Evan Magliocca’s recent Martech.com article admonishes.
“I hate to break it to you, but you don’t know your customers as well as you think you do. A marketer’s understanding of a customer is usually an ideal view pushed by the brand team—an aspirational view that everyone believes. This couldn’t be farther from the truth.”
In the first installment of our “Customer Experience” (CX) series, we discussed the importance of creating a seamless CX for HCPs visiting your website. In this blog, we’ll explore how you can use email to supplement details gleaned from their online behavior.
Retail has done a fair job of observing customer browsing patterns online and following up on interest. If you’ve added something to your virtual cart but not completed the checkout process, chances are you’ll get an email sometime within the next 24 hours reminding you of that very fact. Retailers also trigger emails suggesting other products you might like based on previous purchases.
It starts with a sniffle, maybe a scratchy throat. Soon fever, chills, and body aches take over.
You have the flu, but maybe you didn’t have to.
The Centers for Disease Control and Prevention (CDC) does a fair job of educating the public on why getting an annual flu vaccine is the first and best way to protect yourself and your family from the flu. If you’re a physician, you also possess critical specifics on the vaccine. But, pharmacists are often the ones on the front lines administering vaccinations in urgent care, outpatient, and in-store clinics.
Health systems know how to engage consumers online, but hospital outreach to physicians is stuck in its traditional marketing tracks. If, like many health systems, you’re still using printed newsletters and postcards to reach physicians, it’s time to take a closer look at email.
Today’s healthcare chief experience officer (CXO) faces a difficult challenge: improve the overall patient experience—including both medical outcomes and patient satisfaction—across the entire continuum of care.
In the past, health systems could afford to focus on clinical care at the expense of customer service, but the recent shift to value-based reimbursements has made hospitality practices equally important. Every health system now makes a brand promise that incorporates both "systems and smiles." Yet delivering on that promise isn’t easy.
September has been designated for raising awareness about a number of cancers, including blood, childhood, gynecologic, prostate, and thyroid. This opens the door for active discussion among the healthcare professionals who specialize in treating and managing the disease, as well as primary care providers who encounter initial diagnoses. It’s also a chance for hospitals to relay strengths and achievements of their service lines, build better relationships with physicians, and attract both patient referrals and new hires.
In a recent survey, U.S. advertising and marketing professionals from a variety of industries were asked to identify the biggest challenges of data-driven marketing. Their top answer, “heightened regulation of personal/audience data” is, of course, very familiar to pharma marketers.
