{"id":6467,"date":"2022-06-07T10:00:17","date_gmt":"2022-06-07T10:00:17","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=6467"},"modified":"2022-12-15T16:11:00","modified_gmt":"2022-12-15T16:11:00","slug":"pharma-email-marketing","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/pharma-email-marketing\/","title":{"rendered":"Top Guidelines for Pharma Email Marketing in 2022"},"content":{"rendered":"\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.rednovius.com\/book-expert-session\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-Guidelines-for-Pharma-Marketers-Email-Marketing-in-2022_1.jpg?resize=1024%2C683&#038;ssl=1\" alt=\"Top Guidelines for Pharma Marketers Email Marketing in 2022\" class=\"wp-image-6912\" srcset=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-Guidelines-for-Pharma-Marketers-Email-Marketing-in-2022_1.jpg?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-Guidelines-for-Pharma-Marketers-Email-Marketing-in-2022_1.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-Guidelines-for-Pharma-Marketers-Email-Marketing-in-2022_1.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-Guidelines-for-Pharma-Marketers-Email-Marketing-in-2022_1.jpg?resize=900%2C600&amp;ssl=1 900w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-Guidelines-for-Pharma-Marketers-Email-Marketing-in-2022_1.jpg?w=1200&amp;ssl=1 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">The pandemic obliged pharma reps to become \u201cdigitally present\u201d as opposed to face-to-face. Moreover, it also pushed HCPs to evolve their expectations regarding their interactions with brands as new digital natives in a hyperconnected<\/span> environment<span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This also means that they are in demand and rely more on valuable communications via digital channels, such as email. In fact, product and brand information is consumed through resources received directly in the inbox.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">More than selling something, HCPs expect pharma companies to be partners throughout their journey, by delivering relevant data at the right time.\u00a0<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So it\u2019s becoming more and more important that pharma companies have a greater knowledge of the audience&#8217;s needs, expectations, behaviors, and preferences.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Not only the recent past figures but also the post-pandemic start, show us the best practices for the new era and the right direction to go in 2022.<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\">Top Guidelines for pharma marketers: Email marketing in 2022<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:44px\">HCP preferences: Channel and device of choice <\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">When looking at the medical professionals&#8217; preferences of channels for business-related information and announcements, 65% identify email as the preferred and expected one for this purpose.<\/span><a href=\"https:\/\/www.linkedin.com\/company\/rednovius\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"><\/span><\/a><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Likewise, pharma marketers comply when it comes to marketing to healthcare professionals (HCP), having email as the number one used for digital interactions:<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><span style=\"font-weight: 400;\">Emails &#8211; 81%<\/span><\/li><li><span style=\"font-weight: 400;\">Medical News \/ Clinical publications \u2013 80%<\/span><\/li><li><span style=\"font-weight: 400;\">Direct mail \u2013 51%<\/span><\/li><li><span style=\"font-weight: 400;\">Online physician communities \u2013 32%<\/span><\/li><li><span style=\"font-weight: 400;\">eDetailing\u2013 30%<\/span><\/li><li><span style=\"font-weight: 400;\">Mobile apps \u2013 29%<\/span><\/li><li><span style=\"font-weight: 400;\">Online advertisements \u2013 12%<\/span><\/li><li><span style=\"font-weight: 400;\">Websites\/Portals\/Landing Pages \u2013 12%<\/span><\/li><li><span style=\"font-weight: 400;\">Social media \u2013 10%<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/company\/rednovius\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"><\/span><\/a><span style=\"font-weight: 400;\">The computer is still the first on the list of HCPs&#8217; devices of choice, but mobile doesn\u2019t come far behind in their preferences nowadays.\u00a0<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\">Pharma email marketing: Much more than sales!<\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Physicians&#8217; expectations of business interactions shifted, and even though 61% are receptive to digital healthcare advertising, it must add value and deliver high-quality information to have effective engagement.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Likewise, here are some of the interactions considered by medical professionals as not helpful and that they don\u2019t want to receive:<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><span style=\"font-weight: 400;\"> Emails\/phone calls not solicited&nbsp;<\/span><\/li><li><span style=\"font-weight: 400;\"> Sales disguised as \u201chelpful tips\u201d&nbsp;<\/span><\/li><li><span style=\"font-weight: 400;\"> Systematic overly email messaging&nbsp;<\/span><\/li><li><span style=\"font-weight: 400;\"> Inaccurate or not up-to-date data\/information&nbsp;<\/span><\/li><li><span style=\"font-weight: 400;\"> Ads embedded without added value for click-through<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:34px\">Top Tip<\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Indeed being more patient-centered, physicians are looking to provide the best support and guidance to their patients in the care journey by sharing with them educational resources provided by the organizations!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So, pharma companies have to consider and add value to both the HCPs and the patients when creating and making available digital content.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">For this reason, taking into consideration the audience preferences, it can be as simple as an explainer video added to the email marketing campaign.<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\">Top email subject lines for HCP<\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">The <\/span><strong><i>Orientation Agency<\/i><\/strong><span style=\"font-weight: 400;\"> compiled the best subject lines based on the HCP engagement of their campaigns. With higher open rates, these<\/span> results<span style=\"font-weight: 400;\"> stood out:<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><span style=\"font-weight: 400;\">Are your\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Discuss your\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Address the needs of\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Looking for\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Launch: (then details of the product)<\/span><\/li><li><span style=\"font-weight: 400;\">New and exciting\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Join us at\u2026<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Together with those, with higher click-through rates these are the recommended ones:<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><span style=\"font-weight: 400;\">Unlock your\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">New-to-market\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Looking for\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Discover more\u2026<\/span><\/li><li><span style=\"font-weight: 400;\">Registration open for\u2026<\/span><\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:34px\">Fun Fact:<\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">According to a <\/span><strong>DMD report<\/strong><span style=\"font-weight: 400;\">, in 2020 there was an increase of 300% in the open rate average of emails sent by pharma companies to medical professionals. In fact, in 2015 the average was 9.4% and after April 2020 it went up to 18.9%!<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center\"><p><b><i>Did you know that video in your email marketing can increase open rates by 19% and boost click-through rates by 65% <\/i><\/b><i><span style=\"font-weight: 400;\">(<\/span><\/i><strong><i>CampaignMonitor<\/i><\/strong><i><span style=\"font-weight: 400;\">)<\/span><\/i><b><i>?<\/i>! <i>Start adding valuable video resources to your campaigns with <\/i><\/b><a href=\"https:\/\/www.rednovius.com\/\"><b><i>PubVisual<\/i><\/b><\/a><b><i> today!<\/i><\/b><\/p><\/blockquote>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\">Optimization: The Best Time Slot<\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">So optimizing the time slot for sending pharmaceutical emails can improve <\/span><b>open rates by 94%<\/b><span style=\"font-weight: 400;\">, <\/span><b>response rates by 131%<\/b><span style=\"font-weight: 400;\">, and <\/span><b>lead rates by 1513%<\/b><span style=\"font-weight: 400;\">, (<\/span><strong><i>Sopro<\/i><\/strong><span style=\"font-weight: 400;\">).<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/company\/rednovius\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"><\/span><\/a><span style=\"font-weight: 400;\">In addition survey results from <\/span><strong><i>Sendinblue<\/i><\/strong> <span style=\"font-weight: 400;\">and <\/span><strong><i>Sopro<\/i><\/strong> <span style=\"font-weight: 400;\">confirm that:<\/span><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><span style=\"font-weight: 400;\">Over 85% of opened marketing emails consisted of messages sent on weekdays<\/span>;<\/li><li><span style=\"font-weight: 400;\">Over 90% of marketing emails that received clicks consisted of messages sent on weekdays;<\/span><\/li><li><span style=\"font-weight: 400;\">It\u2019s better to send email campaigns between Tuesday and Thursday<\/span>;<\/li><li><span style=\"font-weight: 400;\">Email engagement is higher for emails sent mid-morning or mid-afternoon;<\/span><\/li><li><span style=\"font-weight: 400;\">The worst response rate &#8211; 10.5% &#8211; are for emails sent on Fridays (16:00)<\/span>;<\/li><li><span style=\"font-weight: 400;\">The best response rate &#8211; 24.2% &#8211; is for emails sent on Wednesdays (17:00);<\/span><\/li><li><span style=\"font-weight: 400;\">10:00 is the perfect time for email recipients to check their inboxes at work<\/span>;<\/li><li><span style=\"font-weight: 400;\">At 15:00\/16:00 and the end of the day, there\u2019s a new check of the inbox;<br><\/span><\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/company\/rednovius\/\" target=\"_blank\" rel=\"noopener\"><\/a><b><i>Pro-Tip<\/i><\/b><span style=\"font-weight: 400;\">: Segmenting the target audience and having the different time zones in consideration allows pharma marketers to optimize the email marketing campaigns to be spot on with the target audience&#8217;s needs and expectations globally!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The pandemic obliged pharma reps to become \u201cdigitally present\u201d as opposed to face-to-face. Moreover, it also pushed HCP to evolve&#8230;<\/p>\n","protected":false},"author":2,"featured_media":6912,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[74,54,75],"tags":[23,115,114,113,117,116,118],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top Guidelines for Pharma Email Marketing in 2022 | RedNovius<\/title>\n<meta name=\"description\" content=\"Pharma marketers rely more on valuable communications via digital channels, such as email. 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