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Wood Dale, Illinois (PRWEB) July 27, 2012
Medical Marketing Service, Inc. (MMS) recently shared its insights regarding successful email marketing methods that can increase open rates by 500% and ROI by 400% at [see also bulk mailing services ] two leading industry conferences.
EPHARMA WEST
In the wake of the momentous Supreme Court decision affirming the Affordable Care Act, about 100 digital pharma executives gathered for the 3rd Annual ePharma West Summit, which was held July 17-19 in San Francisco.
Email marketing was on the agenda. A presentation by Terry Nugent, EVP Sales and Marketing at [see also bulk mailing services ] MMS, Inc., educated at [see also bulk mailing services ]tendees about successful email marketing methods. Nugent outlined what to look for in an email messenger, defined as companies such as MMS that deploy emails, and how to prepare your message so that it succeeds in its objectives. Nugent emphasized the importance of planning, including establishing quantifiable benchmarks that define success, and analyzed the top 10 and bottom 10 pharma marketing emails deployed by MMS in the past 12 months, identifying the characteristics of the successful deployments vs. the unsuccessful. To request a briefing on what it takes to create a top 10 email, contact Terry Nugent at [see also bulk mailing services ] t-nugent(at)mmslists(dot)com or 1.630.477.1553.
Other Summit sessions addressed a wide range of topics from the implications of the Supreme Court health care decision to the impact of segmentation on ROI. For an excellent summary of the proceedings blogged by James Ellis of CloserLook, go to https://workflowy.com/shared/ceb379d8-247f-0b6a-db5c-d33207e3c1d5/#/d6585882-0446-393b-3768-e65f1c4f9bca.
DIGITAL PHARMA WEST
Nugent also spoke at [see also bulk mailing services ] Digital Pharma West, during which the health reform decision news broke. Over 200 digital pharma marketers at [see also bulk mailing services ]tended.
Tweets related to email marketing noted the following points:
Think about as designed vs. as rendered. Your beautiful HTML image probably will not viewable to most recipients.
You have to take the time to complete A/B testing before you send email out to all and to test on all devices.
Know your download time of images. Is an HCP going to wait for the image load in their email or delete?
Understand your target list and the types of emails will allow you to understand how the program will succeed.
Webinar emails to HCPs do very well.
Re-email to the segment that is performing best.
Open rate varies based on type of program by specialty.
Email is designed to capture at [see also bulk mailing services ]tention at [see also bulk mailing services ] point a, inform and deliver the recipient to point b.
Just in time emailing works -- email conference at [see also bulk mailing services ]tendees with your key events the night before along with presentations.
Here is a summary of conference highlights, as indicated by the Tweeters at [see also bulk mailing services ] the meeting.
1. Supporting the Physician/Patient Relationship: Leveraging the Digital Platform to Enhance the Opportunity for Dialogue.
The event began with Pre-Conference Workshops, including an excellent seminar entitled Supporting the Physician/Patient Relationship: Leveraging the Digital Platform to Enhance the Opportunity for Dialogue. Co-presenters Scott Tyson of Janssen and Beth Bengston of Hale Advisors gave a masterful overview of how to use digital media strategically. What emerged was a vision of Pharma 3.0 in which mobile devices are used to passively monitor patients, feed data into the electronic health record (EHR), trigger healthcare provider (HCP) interventions based on vital signs, and perhaps even adjust health insurance premiums based on therapeutic regimen and lifestyle compliance.
Those tweeting about the presentation noted 94% of EU physicians use smartphones, representing a great email opportunity!
2. Chairpersons Opening Remarks
In the Chairpersons opening remarks on Tuesday, June 26th, Sean OHagan of Daichi Sankyo cited the following statistics which were noted in tweets:
80% of US Physicians owned smartphones in 2011.
90% use digital resources during the work day
60% of physicians use digital resources during patient consultations;
There has been a 25% drop in sales reps since 2006
42% of offices with 10 or more physicians do not allow access to pharma sales representatives, making multichannel marketing including email crucial to deliver pharma promotional and educational messages.
OHagan noted that in todays world, all marketers are multichannel marketers.
3. Gathering insights from consumers cost-effectively
Lauren Pennington of Pfizer spoke on gathering insights from consumers cost-effectively, generating the following tweets from the delegates:
it is possible to create a great campaign on limited budget
Pharma isn't facing a marketing problem, it's facing a marketing opportunity
4. Current ROI Drivers for Multi-Channel Marketing
Janssens Tyson made an encore the on Tuesday on a panel answering the question What are the Current ROI Drivers for Multi-Channel Marketing, hosted by Mark Bard of the Digital Care Coalition. He was joined by Kelly Meyers, CEO of Qforma, and Carla Brooks, Regulatory Affairs Senior Manager, Medimmune. Those tweeting about the panel made note of several key points:
Passion and innovation are key at [see also bulk mailing services ]tributes of successful digital marketers
The ROI of individual channels is difficult to ascertain, according to Tyson of Janssen, so multichannel campaign ROI must be evaluated holistically rather than by individual tactic;
"ROI" figures are soft; too many steps in the process to directly tie to sales
Be able to explain to regulatory "Why are we doing this?" Regulatory is trying to enable but wants to know what we are trying to accomplish short, medium, long run. We do more damage when we follow the build it & they [see also mailing service ] will come philosophy & then dont do anything to advance that (argues for using email to promote digital solutions) - Carla Brooks, Medimmune
ROI of medium is wrong question--It's what you do with it-Scott Tyson, Janssen. Asking the what the ROI of email is would be like asking what the ROI of a pen is - if you use it to scribble, its non-existent; if you use it to write the formula for the cure for cancer, its astronomical.
Multichannel marketing is an ecosystem of interactions. Look at [see also bulk mailing services ] your audience as a network, not as individuals. Act on the network, not the individual node to create buzz Kelly Myers, Qforma
For a recap by Tyler Durbin of GSWs iQ unit, use this link: http://www.whatsyourdigitaliq.com/current-roi-drivers-for-multi-channel-marketing-digital-pharma-west/
5. The Electronic Health Record
Rich Altus, President of PDR networks noted that approximately 400,000 physicians are using electronic health records (EHRs). About 70% of large practices are using EHRs, so the growth potential is among smaller practices. Not one [see also print services ] EHR has more than 60,000 prescribers, according to Altus.
6. Transforming relationship marketing from brand centric to enterprise-wide
Daniel Gandor of Takeda used his musical background to craft a metaphor about orchestrating the transformation of relationship marketing from a disconcerted brand-centric cacophony to an enterprise wide, customer-centric harmonious symphony.
The Twitterati shared the following key points:
Most pharma sites and email are not optimized for mobile even though HCPs are;
Takedas Uloric HCP relationship marketing program has 87,000 HCPs registered;
Non personal promo is taking larger role at [see also bulk mailing services ] Takeda -- email is the most cost effective tactic;
A robust engagement spectrum keeps the brand in front of the physician;
We're about to experience a shift in marketing. From a foc
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