When you are developing a physician-level communication strategy, you generally consider using several tactics, including direct mail, dimensional mail, third-party options, rep-level interactions, and of course email.
Ultimately, email is the real workhorse in any omni-channel approach, as it serves as both a timely and immediate message relay, as well as the primary delivery mechanism for hyperlinks, downloads, e-details, and content. Given this, it is critical to move away from an ad hoc approach incorporating email into your campaign strategy, and to take a more analytic approach to the frequency, content, cadence, and targeting of your overall email communication.
The needs of the HCP audience depend greatly on their specialty, the design, management, and nature of their practice (including functions and capabilities of support staff), rep (pharma) access, writing behavior as well as channel propensity (how information is consumed and sought out).
Using various statistical methods, you can lay the foundation for a dynamic roadmap that leads to email best practices by taking into consideration the therapeutic area, market share of a given brand, and its product lifecycle stage. This physician and therapeutic-level insight is critical to inform how often, when, and to whom you email, ensuring that a given campaign yields the highest possible return on investment.
