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.
At Digital Pharma West, industry leaders will explore how innovative technologies are transforming the pharma business model. Digital tools offer new opportunities for engaging customers, streamlining operations, and staying competitive. In the process, data and analytics are taking center stage.
I see this every day as we work with clients to implement highly effective email marketing and audience identity programs. And I’m looking forward to learning from other’s experiences, starting with these four sessions:
We all know what it feels like to have dinner interrupted by unsolicited marketing calls. Some of the callers are looking for donations, while others are selling products or services. The calls usually leave us feeling like our privacy has been violated. As a result, we’re probably much less likely to buy, give, or comply with whatever the caller wants.
The last time you went on a job interview, you probably conducted some research in advance to learn more about the position and the company. These insights may have helped you sell yourself to land the job.
The most successful pharma marketers take a similar approach when it comes to knowing HCPs and understanding their behavior and preferences. This information is key to developing personalized emails that strengthen the sales conversation.
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.
