HCP Enggement
As digital marketing continues to evolve email must be front and center. The eldest of all digital channels proves to be the most effective, generates the highest return and greatest level of engagement. Over 4 billion people use email world-wide, according to Statista, and email is the preferred informational medium for many HCPs in the U.S.
Content deployment options are abundant. Marketers can personalize subject lines and use dynamic content. This allows senders to deploy the most effective content based on the actions and interest of the email receiver. It all depends on knowing the value proposition of your messaging and meeting the needs of your HCP.
Enhance Sales for a Digital Age
The direct face to face communication with sales reps and physicians are mostly a thing of the past. This is largely due to time constraints. But email allows for sales organizations to build and nurture relationships with HCPs virtually. The need and interest in patient care is clear. While channels like social media are a good way to stay connected, we’ve learned that permission-based marketing routinely outperforms interruption marketing strategies that are most common through social channels.
Measuring effectiveness of email is largely based on user engagement. This action-oriented marketing channel is routinely used to drive traffic and conversions to a website. Sender are rewarded with inbox placement or penalized based on high or low engagement. Mailbox providers like Gmail offer tools to measure the reputation of the sender domain so email tacticians can react accordingly.
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Content is Still King
While the COVID 19 pandemic cultivated a vast homebased workforce, the percentage of email opens has increased substantially during this time. Your readers are more engaged than ever, so be sure that message content is informative and meets the needs and interests of your audience. HCPs are looking for information and advancements made in patient care.
Be sure your that your message content is concise, informative and HCP focused. Hitting these marks will help ensure that your campaigns reach optimal HCP engagement and physicians continue to trust your organization as a valued source of information and treatment.
