Enable precise HCP targeting across dimensions like channels, timing, and messaging with industry-leading data and marketing services.
If you have a drug, medical device, or service that can improve the quality of care or drive better patient outcomes, telling healthcare providers about it—and doing so in a meaningful way—is easier said than done. After all, HCPs are focused on treating and caring for their patients above all else. So, any external messaging perceived as a distraction from this focus is considered little more than noise and most often forgotten or ignored altogether.
For marketers targeting HCPs, this means that creating an effective email campaign takes more than well-written subject lines and copy.
Go beyond basic segmentation
HCPs live in the digital world with the rest of us. Traditional email lists, alongside leads provided by sales reps, can fall short in terms of accuracy and reliability. HCPs move to different offices, retire, or even leave the profession over time. They also experience changes in their daily practice (and life) that can render your information on them null and void.
The more data points you have on HCPs, the closer you are to establishing a 360-degree view of each individual provider. These attributes must also be updated in real-time, so that your view of an HCP is always reflective of who that provider is today, not yesterday. Remember: HCPs are dynamic and ever-changing.
When you can go beyond basic segmentation and tap into the profiles of individual HCPs comprising several hundred data points each, you can customize your email marketing so that messages reach your audience exactly when, where, and how they’ll resonate the most. This level of personalization across your email campaigns contributes to a highly effective omnichannel engagement strategy. For example, if an HCP prefers to learn about new products and services through video, that HCP can receive an email with your brand’s video embedded front and center. Conversely, HCPs that respond better to deep-dive publications can receive links to detail-rich content.
Customize email delivery and content
Once you can tap into a wealth of trustworthy, real-time information and build comprehensive HCP profiles using a multitude of data attributes, you can effectively “dial in” using analytics that inform the when, where, what, and why of your email campaign on a granular level. In other words, you can optimize each email to appeal to very specific HCPs based on the most relevant attributes.
By understanding each HCP’s behaviors, preferences, accomplishments, and connections alongside more static attributes such as their patient population, areas of specialty, and geographic location, you can create an email campaign that is:
In other words, you can take a “quality over quantity” approach.
Understanding how well your email campaign is performing is critical to shaping the targeting, timing, and messaging of campaigns yet to come. Metrics that are beneficial to measure include:
The greater your ability to capture and analyze your email campaign’s performance in terms of discernable metrics like the ones listed above, the more proficient you will become at uncovering trends, patterns, and connections that guide future engagement efforts.
*It should be noted that open rates aren’t as reliable for measuring campaign success as they once were. With its iOS 15 update, Apple has given mobile users of its Apple Mail app the option to block email marketers from seeing whether their emails were opened. An email sent to any user who opted into this Mail Privacy Protection feature will be reported as being opened, even if that’s not the case. This can result in artificially inflated open rates.
IQVIA OneKey Global Marketing Services provides you with the methods and means to break through the noise and get your message noticed by the right HCPs in the right way, and at the right time.
Backed by the world’s largest and most comprehensive global HCP reference data, OneKey. Reinvigorate your email marketing strategy with a trusted reference dataset that contains over 23 million HCP and 2.6 million healthcare organization profiles globally, all with up to 1,000 data attributes.
Enable precise HCP targeting across dimensions like channels, timing, and messaging with industry-leading data and marketing services.
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