Why email marketing to healthcare professionals? With the traditional medical rep model losing its impact, and economic changes eroding profits, pharmaceutical companies are looking for more cost-effective channels to communicate with, engage and serve their clients. This is where email marketing as a key digital marketing tool rises as an effective option. Although email has been around for more than 40 years, it still has the best ROI among other digital marketing tools. So as a pharma marketer it makes perfect sense to try to get the best out of this channel.