effective email marketing practices for australian pharma brands
TRANSCRIPT
HCP Email Marketing insights and best practiceMay, 2016
Stan BilinskiMulti Channel Marketing ConsultantNew Age [email protected] 700 755
Emails have been around before the Internet
MOST UNLOVED DIGITAL MEDIUM
Emails are valuable
1at delivering based on value conversion
Source: MMS Lists, Physician emails - http://www.mmslists.com/mailing-lists/email-broadcast/
Emails have a great average ROI
$1 = $57SpenD ROI
Source: MMS Lists, Physician emails - http://www.mmslists.com/mailing-lists/email-broadcast/
Emails are experiencing
Source: Convince & Convert News, http://www.convinceandconvert.com/email-marketing-advice/15-email-statistics-that-are-shaping-the-future/
56% for over 34yrs
Emails biggest challenge
Battle for the InboxB2B receive up to 120 emails a day
Source: Radicati Group Inc, Email Statistics Report 2011 – 2015, – http://www.radicati.com
Emails’ second biggest challenge
Battle for attentionPeople lose interest after 8 seconds
Source: Marketing Sherpa, http://www.marketingsherpa.com
The average time spent reading an email is only 4 seconds
Emails’ third biggest challenge
ePermissionHaving an audience to talk to
Big focus on
increasing the
# to support
the Field Team
What this mean?PEOPLE DON’T
WANT TOPEOPLE WANT
Simple, clear messages
Headlines Read
Learn how to use anything
Images
Be confined to desktops
FamiliarityDoctors are
busy & more
selective so
need to focus
on cut through
(4 seconds)
Doctors are reading emails
Source: Manhattan Research, Taking the Pulse® Global 2013
Doctors are viewing emails on mobile
56of US Doctors
view emails on their mobiles
Source: MedData Group LLC, http://www.meddatagroup.com/wp-content/uploads/Designed-Ten-Email-Tips-Whitepaper.pdf Manhattan Research, Taking the Pulse® Global 2013
80of AU Doctors
view emails on their mobiles
(if they have a smartphone)
Mobile = Busy
& on the move,
but staying in touch
Doctors are using devices to read & send emails
Source: Manhattan Research, Taking the Pulse® Global 2013
More Doctors
checking emails on mobile, but
proportionally higher
responding
with tablets
Digital communications with patients
13Source: Manhattan Research, Taking the Pulse® Global 2013
Email is core to
a Doctors day –
even when
communicating
with Patients
When are Doctors accessing devices?
14Source: Manhattan Research, Taking the Pulse® Global 2013 Among smartphone owners
Australia Physicians n=189
Desktop &
Mobile play a
big role during
the day –
Tablets more
outside of work hours
Multiple device experience
NOT EXCLUSIVE
TO ONE DEVICE
– MULTIPLE ACCESS & MULTIPLE
VIEWS
Doctors are opening emails multiple times
1.7 times
DOCTORS ARE OPENING AN EMAIL
Source: Epsilon Healthcare Industry – Q3 2013 Email Trends & Benchmarks (January 2014)
You’ve got
~two chances
to get their attention
Journals are most credible emails
17Among those who read any email newsletters regularlySource: Manhattan Research, Taking the Pulse® Global 2013
Australia Physicians n=189
Opportunity for
websites & pharma
companies to
be sending more
Emails received vs opened a week
18Source: Manhattan Research, Taking the Pulse® Global 2013 Among those who read any email newsletters regularly
Australia Physicians n=189
Read vs browse
– How can you
capture the
Doctor in under
4 seconds?
Most interesting type of emails
19Source: Manhattan Research, Taking the Pulse® Global 2013 Among those who read any email newsletters regularly
Australia Physicians n=189
MAKE IT RELEVANT
Focus comms
on TREATMENT
over BRAND
What does this mean?
reading & wanting emails
DOCTORS ARE:
engaging with treatment
information
reading on multiple devices
not wedded to particular times –
whenever they can
wanting relevant content to their
specialty
We know the digital landscape is complex
There are so many other things to think of
Think about the customer journey…ATTRACT
(awareness)ENGAGE
(consideration)
TRANSACT(participate)
RETAIN(relationship)
GROW(ambassador
)
Focus on INFORMATIONMass communications• TV• Press• Radio• PROnline• Website• Social• Email/newsletter• Referral• SearchExisting customer comms• Field Force• DM• eDM
Focus on RELEVANCEOffline• Field Force• In clinicOnline• Website/microsite/
landing page• Social• Forum/community
Focus on DRIVING ACTIONOffline• Field Force• In clinicOnline• Website/microsite/
landing page• Social
Focus on VALUEOffline• Field Force• DMOnline• Email/newsletter• Social
Focus on INCREASEOffline• Field Force• DMOnline• Email/newsletter• Social
TRAFFIC:• Unique visitors• User journey• Popular pages
ENGAGEMENT:• Time on site• Journey through site
• Number of pages viewed
• Bounce rate• Follow/Like
CONVERSION:• Purchases• Average transaction value
• Subscription/registration
• Data provided/captured
• Conversion rates
ONGOING INTEREST:• Opt-in for ongoing comms
• Open rates• Engagement• Shares• Comments/Views
LOYALTY:• Duration of membership
• Number of products/services per member
• Transaction levels
WHAT METRICS TO LOOK AT?
TYPE OF COMMUNICATIONS TO CONSIDER
Email supports
the Field Teams
relationships &
ensures an ongoing presence
What is the role of an EMAIL?
Engage & Get the click
Not to Do the whole communication job
To attract
people to the
webinars, you
need to get the
email right!
What is the role of the LANDING PAGE?
Educate & Communicate the details
Support the email
What is the role of EMAIL & LANDING PAGES?
GET THE CLICK
EDUCATE & ENGAGE
Registration page:• Pfizer Connect (1st)• Pfizer for Professionals
(2nd & ongoing)
What are the benefits of email?
Impact is measurable
Preferred channel for HCP Marketing
CommunicationsEasily
adjustable
Expanded reach & cost
efficiencies
Continuous connection & communication channel
(supporting the Field Force)
Provides Brands/Marketers ability to target customers &
messages
Email best practice – Healthcare Professionals
Source: MedData Group LLC, http://www.meddatagroup.com/wp-content/uploads/Designed-Ten-Email-Tips-Whitepaper.pdf
Make your email content concise &
factual
Acknowledge Doctors specialty areas
Continue learning & testing (subject line & times)
Focus on treatment rather than brand
Highlight credentialsKeep mobile top-of-mind
Who am I?• Marketing professional with more than 17 years
experience driving multi channel and digital marketing communication strategies with leading global organisations such as Pfizer, Allergan, Johnson and Johnson, Ciba Vision and LG. Extensive experience driving digital transformation with large complex organisations as well as medical practices.
What do colleagues say about me?