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.
Email Marketing to Health Care Professionals, is it worth your effort?
You might be asking “will doctors open my emails? will they opt in? what about the hundreds of other emails from competing companies ?”. First, let me answer your question about competition; you didn’t stop sending medical reps when you knew all companies were competing against you, did you? Second, let me assure you that they will open and respond to your emails if you follow these 10 Tips to Writing the Perfect Healthcare Email
1.Solve problems, don’t sell services
The majority of marketers, pharma included talk about their products and services rather than their audience needs and challenges. The hard truth is, your audience are not interested in you or your services and products. They are only interested in what helps them serve their own patients, advance their careers and improve their reputation. So you need to start with a mindset shift first. Put yourself in your audience’s shoes and think of ways to deliver value. How can you help them get the information they need while respecting their overbooked schedule? What would you tell them that will help hem deliver better care to their patients?
2.Update your email lists
Email lists change and decay at a rapid rate, So, make sure you update your email database regularly. Review your database every quarter and check if any customer changed email or moved from the territory.
3.Target a specific audience
Sending generic non-targeted emails doesn’t work anymore. You should write your email to a specific audience with a certain profile in mind. Talk to one person, not to a group. This will help you with the content of the email as well as its language and tone. You probably use different language while talking to GPs from that you use while talking to KOLs “key opinion leaders”
4.Keep it personal
People quickly feel it when you are talking to a group, not to a person. To respond to you, they should feel it is a person to person communication. Imagine yourself writing the email to one specific person.
5.Engage your audience
Whether they are doctors or housewives, your audiences are individual human beings, and human beings need engaging interesting communications. Your emails to HCPs don’t need to be dry and textbook style. Try to insert fun and intrigue in your emails.
6.Send a clear call to action
One clear call to action per email. Your audience should understand what they are supposed to do next. Subscribe, download, register, etc. In addition, the call to action button or link should be clear and visible whether in design and size or placement.
7.Make it urgent
Indicate if your call to action is time sensitive. “Today, before Jan 2017, etc”. A time-limited call to action has a better response rate.
8.Keep it short
Short and focused emails are more effective. If your audiences estimate that it will take 2-3 minutes to read the email there is a better chance they will open it.
9.Design for mobile
The majority of people read their emails on their smart phones. Always use responsive design. Also take care of button sizes and clickable links. Make it easy for your audience to click-through and respond to your call to action.
The beauty of email marketing is it is easy to test different tactics and tools, from different headlines to different designs and calls to action. Test and see what works. Then simply do more or what works and stop what doesn’t.
While reps still play a vital role in the communication with healthcare professionals, email marketing can prepare the doctor for your message, re-enforce the message, or add more frequency to your communication.
With that in mind, will you make email marketing one of your marketing pillars in 2017?