DMD Intelligence

When you go out to dinner with friends, chances are you don’t all order the same meal or request your food to be prepared the same way. Most restaurants try to accommodate individual preferences. Pharma marketers also need to go to the same lengths to serve up content tailored to meet their physician’s specific tastes.

This requires capturing data on an individual level so you can begin to know your physicians and what they care about. Such insights can be the difference between marketing success and failure.

When pharma marketers think about email campaigns, metrics like opens and click-throughs immediately come to mind. It’s nearly impossible to develop successful campaigns without these fundamental measurements.

Yet newer metrics are equally valuable. That’s because the next generation of digital measurement provides individualized data about healthcare professionals (HCPs) who visit medical websites. With audience identity data and digital journey data, pharma brands can connect the dots between email and website marketing in order to produce highly effective, integrated digital campaigns.

Allison Hartsoe is the Founder and CEO of Ambition Data. Her experience and passion for analysis allow her to see future trends and relate them all the way back to the tactical moves her clients need to make today. She has built and executed digital analytics strategies for Fortune 500 customers including Blackrock, BlueShield, Genentech, GlaxoSmithKline, HP, Intel, Microsoft, Nike, and Seagate. She is also a member of the C-Suite Network.

Total opens, unique opens, and open rate. Click-through rate (CTR) and click-to-open rate (CTOR). Read rate, false clicks, and audience identity data.

Timing is everything—both in life and also in marketing.

Perhaps you’re considering a trip to the Grand Canyon and you suddenly get an email with links to hotel deals, airfare specials, and tours of the South rim. Such a well-timed message may encourage you to go ahead and book these details. This makes your vacation planning quick and painless.

Growing up, my parents always told me, “You get what you pay for.” The unsaid message was not to be tempted by bargain prices for things too good to be true. Sometimes they were talking about the importance of selecting reputable local service providers for things like auto repairs and home maintenance. Other times they were referring to saving up for quality restaurants and vacation destinations. I grew up learning the value of investing my own hard-earned money wisely. The sting of disappointment in a cheap product or service far outlasted the joy of saving a few bucks up front.

The same adage also holds true when it comes to educating physicians about your products. If your marketing campaign is worth your time, effort, and cost, your investment will pay off in the results you can expect. The best place to start is by ensuring you’re using a high-quality physician email list to create segmented messages to engage your recipients.

We all know the stereotype of the used car salesman trying desperately to sell someone a vehicle that they don’t need or want. Perhaps the shopper is looking for a compact car, but the salesperson is pushing an SUV. This effectively halts the sales conversation and leaves the shopper running for the door.

 While this scenario is often played from a comical angle in sitcoms and movies, it can also drive home a serious reminder for pharma marketers: Know your physicians and listen to what they want. This insight is essential to forming authentic alliances so you can deliver the desired information through your website and email marketing.

Having ready access to a wealth of information about disease tracks and population health is changing the way HCPs do business today. With concrete data points to guide them, providers are able to apply key analytics as part of a comprehensive approach to improving patient outcomes and increasing efficiency.

Pharmaceutical marketers can also benefit from incorporating such a strategy rooted in metrics to guide their marketing efforts. When you work from detailed data about your providers, you can build more effective campaigns to educate them about the latest medications and their benefits.

It goes without saying that data and analytics play a crucial role in pharma marketing today. Digital channels are the most efficient way to engage with your target healthcare professionals (HCP), but evaluating the success of your digital strategies can be difficult.

The trick is knowing what data to collect and how to put it to work.

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.