Sending out pharma marketing emails without knowing who are reaching is a lot like taking a seat at the Roulette table. If you aren’t positive that your messages are only going to HCPs who have opted in to receive them, you could be gambling with your company’s reputation and financial future.
These days, nearly everyone who works with data is concerned about the General Data Protection Regulation (GDPR). Fair enough. Every company bigger than a peanut stand needs to give GDPR some thought. Its guidelines are far-reaching, and penalties for non-compliance are stiff.
Still, GDPR is hardly the end of the world for healthcare marketers, particularly those who have invested in compliant data partners. Though GDPR doesn’t take effect until May 25, DMD has been handling healthcare professional data responsibly for years.
I recently ate dinner at a new restaurant in town that’s become quite popular. But my dining experience didn’t live up to the restaurant’s good reviews. The food took too long to be delivered and when it finally came, it was cold and tasteless. Needless to say, I don’t plan to go back anytime soon.
Think about the last time you were in a crowd. Whether you were getting off the subway or walking through a busy store, you were probably surrounded by unfamiliar faces. Depending on your mood, you might have noticed unique characteristics about some of them. Or maybe you just tuned everyone out and got on with your day.
If one of those strangers had tried to get your attention, you might not have noticed. But if an old friend suddenly appeared, you’d recognize him immediately. As a pharma marketer, you want physicians to welcome your email messages as they would an old friend.
In part 1 of our 4-part series, Leveraging the Email Channel Throughout the Pharma Brand Life Cycle, we explore the digital strategies that are most effective during market development and clinical trials.
Pharmaceutical companies have never had more riding on the successful launches of new drugs. According to research from Bain & Company, brands are expected to derive up to 80 percent of revenue from product launches by 2021. Yet nearly 50 percent of recent launches failed to meet analyst expectations.
On a recent visit to New York City, vendors lined the streets, hawking counterfeit designer purses. At first glance, the bags seem genuine—but the illusion shattered upon closer scrutiny. All you have to do is touch the “leather,” examine the stitches, and check the lining to see you’re dealing with a fake.
Many of the email lists on the market today have the same authenticity problem. On the surface, they may seem impressive but the allure quickly fades when you take a closer look. The lists may be pieced together from unreliable sources and even if the addresses were at one time valid, by now they are out of date.
If you’ve visited Walt Disney World, you know that Disney excels at providing highly personalized experiences for guests. In the Magic Kingdom alone, there are seven specialized areas—all with different themes and features to appeal to different ages and interests. This careful segmentation helps people navigate the theme park efficiently. It’s also a large part of what keeps them coming back.
Nearly two-thirds of U.S. senior business decision-makers rank big data/analytics first among the technologies necessary for enhancing the customer experience. A similar number put “improving data analysis capabilities” at the top of their priorities.
Effective marketing clearly requires data, and in pharma marketing, much of this information comes from four critical databases. In this blog, we’ll review the differences between drug distribution data, prescription claims data, electronic health records, and audience identity data. We’ll also consider how each data set evolved to support effective digital marketing campaigns.
Though email has traditionally been considered non-personal promotion, it doesn’t have to be. In the hands of savvy marketers, email becomes a personalized channel that allows you to build strong, ongoing relationships with physicians.
As in any relationship, your first interaction with a physician makes a lasting impression. If your email message is compelling and relevant, it sets the tone for a mutually beneficial relationship. On the other hand, if it is irrelevant or unwanted, it encourages the recipient to associate your brand with spam.
Anyone who has pursued an athletic goal – whether running a 5K or earning a spot on a competitive team – knows that it requires training. To succeed, you have to put in hours at the gym, adopt a healthy lifestyle, and make adjustments as you reach milestones or face setbacks.
Achieving email marketing success isn’t so different. Creating campaigns that convert physicians to prescribers involves planning, persistence, and continual refinements. It also requires conditioning internet service providers (ISPs) to recognize and deliver your emails.
