Effective email marketing practices for australian pharma brands

HCP Email Marketing insights and best practiceMay, 2016

Stan BilinskiMulti Channel Marketing ConsultantNew Age MarketingStan@newmarketing.com.au0448 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?