Email is an effective channel to reach healthcare professionals including general practitioners, specialists, nurses and carers.
Market research indicates uniformly that email is a preferred channel for HCPs to receive materials from pharmaceutical companies.
- “60% of HCPs prefer to receive info via email.”*
- “53% prefer to receive information via email instead of via sales reps and websites.”**
- Email is a top 3 preferred channel among HCPs worldwide. ***
And the Healthcare industry is not alone. 25% of marketers say email provides the highest ROI of any marketing channel their companies use.****
To increase the impact of emails to HCPs, personalization is a key component.
Research shows that personalization can increase conversion rate and influence by a factor 6. ****
It takes multiple“touches” for an HCP to act on a given marketing message. For example, for 57% of HCPs, it takes 2-3 interactions*.
Content should be rich within the email themselves, however to maximize influence, it is important to drive "mature" HCPs to the requisite site for further info, call to action and enrichment of their profile within CRM.
Email marketing automation allowing for a series of personalized emails in the form of a dialogue as the HCP moves along the Customer Decision Journey is a key enabler of the potential of email programs.
In sum, HCPs are finding answers to their pharma related questions on their own as sales rep contact declines******. And this trend is going to continue as we increasingly do not go online, but live online. Thus, an email marketing program is key component in the multi channel engagement strategy for the marketeer in a pharmaceutical company.
Sources:
*”HCPs OK with emails from marketers”
** Agnitio
**** Is Email Marketing Still Effective? Uhh…YEAH!
*****Guide to Digital engagement, Veeva 2019
****** More do-it-yourself docs are finding pharma answerson their own as sales rep contact declines
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