Writing an email to an HCP.

What is more remote than an eMail?

A cost-efficient channel for Pharma companies to reach Healthcare professionals (HCP).

In the 2020 annual report¹ from IQVIA, 21% of HCPs chose emails amongst other remote channels as the priority for improved communication. An email remains one of the most preferred mode of contact for HCPs to receive related product information or news from Pharma companies.

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It’s even more the case when sales reps have to schedule remote calls with HCPs. Emails can be a way to start a conversation and build a relationship with the HCP before getting into a call or a visit. Also, it is a good medium to fill the gaps between calls.

Emails can be sent within a mass email campaign after collecting HCPs’ opt-ins or triggered by the sales reps.

However as for any business working individual, an HCP’s inbox might be full of emails sent claiming different messages from different Pharma companies. The goal is to get seen, get opened, and get read, right? Here is a summary of essential points to create an email in the most effective way.

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1. Subject lines

Subject lines are so important nowadays. But the ones that may attract an HCP’s attention are straightforward and to-the-point.

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The product name along with a benefit that resonates into the HCP’s mind (since we may already know what HCP’s challenges are, their needs etc.), looking to introduce a new product to HCPs or to provide information regarding product efficacy and so on.

Subject lines must be informative, clinical or educational.

Also, the subject line must be unique to that email if the email is part of whole emailing campaign. This will facilitate the analysis of the captured data but also keep HCPs interested.

2. Email content

Just like the content of a CLM presentation, email content must be personalized thanks to the data collected within the CRM systems during face to face or remote calls.

Channels should feed into each other to make an impactful multichannel marketing strategy and provide a meaningful omnichannel experience to HCPs.

Few examples of content options to start with:

Challenges

Unmet needs

Patient profiles

Product benefits focus (not features)

Treatment considerations

Questions (raised during previous touch points)

Content options can result from surveys conducted during a remote call or any other communication channel.

Emails can also be the right mode of communication for continuing medical education opportunities, patient education materials and other services especially now that conferences are put on hold.

They drive traffic to the brand website (another communication channel that is a must-have and should be neglected – but that’s another topic).

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The benefits of a well conducted email campaign are:

Nurture relationship with the brand

Keep interaction with HCPs

Meet HCPs in their personal journey (if they start to search online for information by themselves, then receiving an email might complete or provide information related to their initial search).

Analyze email data to know more about content preferences  nourish product landing page

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3. The design

With great creative minds, designing a beautiful email is an easy part. Designing an effective email requires more thinking.

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As we previously stated, they are several content options to put in an email. However, not all the content must be put out there. Just like scheduling message on your digital campaign, the email design should follow a hierarchy that follows the HCP’s journey.

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Let’s use a practical example:

We want to launch a campaign for the launch of a new product.

I need to create not one email with all the product related content in it, but several emails that will serve my brand communication strategy to drive HCP’s engagement.

Meaning that I will design my eMails such that the first key message on the HCP journey is taking a center stage to meet the HCPs where they are in the customer experience map. The Primary message.

Other messages can be highlighted in a secondary stage in case the HCP is looking already to know more. This is also where calls to action buttons are useful to encourage the HCP to visit the product website or any resourceful page.

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You can also use a descriptive header with the product value proposition or one line that describe the type of the primary message, i.e. “Clinical study” or “Product information”.

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Think of it as a series where the HCP is following a story.

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4. The audience

The target audience is a critical success factor for email campaigns. Messages that are targeted broadly may result in HCPs receiving content that they consider irrelevant to their practice or current stage on the customer experience map or even their status in the medical profession.

Always ensuring that the target audience is carefully defined according to segmentation and marketing objective.

5. Calls to action

That is the first HCP engagement sign driven by an email so it is important to make the right choice and insert it the right place. Always keeping in mind that they should add value to your communication. One of the most recommended ones are the ones that are also seen as a provided service:

Patient or HCP support resources

Relevant links to clinical information

Invitations to webinars

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6. Last but not least, visuals and branded elements

It is important to include appropriate branded elements, images etc.  in emails.

Imagery should not downplay the clinical content conveyed within the email or take too much space.

However, they must serve your message and be responsive especially to mobile devices. Note that HCPs usually open their emails from their mobile phones.

The golden rule is always to keep things simple and focused.

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Stay tuned!

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If you’d like to learn more about  multichannel marketing management in Pharma, feel free to reach out to us at contact[at]hexagone.life.

TO BE CONTINUED...

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