The emergence of the pandemic has an exponential transforming effect on human lives. Precisely we can say that the wave of the virus has remodeled the personal and professional lives of people.
From learning to working, each significant segment has realized the considerable impact of the online medium. The surge of the coronavirus outbreak has escalated the demand for digitalization. According to a survey, digital marketing value will exceed 255 billion by the end of 2020. Although there is a constant shift in digital marketing trends, one pillar of power in online marketing that remained unmoved is email marketing.
Impact of the pandemic on digital marketing for pharmaceutical industries
The marketing world is witnessing its new normal by curbing face to face meetings while evolving effective ways to connect with potential consumers. Email marketing for pharmaceuticals has proved to be enormously useful even during this pandemic. According to research, 90% of marketers use this tool to shape their professional careers. The elevating demand for medicines online to abide by the lockdown and social distancing rules has revolutionized the ways of marketing. There is an approximately 30% increase in open rates for email during this corona period, which can bring a sigh of relief to the pharmaceutical companies.
Digitally inclined marketing for the world of medicines
Email marketing for pharma has sparked innovative strategies to relish the perks of this digital world of marketing that can make their business more efficient and relevant during this phase of the crisis. More than 75% of physicians use their mobile phones and tabs to fulfill their professional demands, like connecting with the patients and resolving their queries. Among the many options for communication like direct mail, social media, or personal visit, 68% of healthcare professionals chose email as their preferred communication medium. Thus, while the healthcare ecosystem has accustomed well with the digital medium for delivering their services to patients and end consumers, pharmaceutical companies should also leverage this opportunity.
The pharmaceutical email marketing makes these healthcare workers and doctors updated on the medicines, compositions, brands, and their availability. This is specifically true when various medical representatives of the pharmaceutical companies cannot visit the doctor and demonstrate the products.
Effective email marketing strategies for pharmaceutical industries
Increasing brand awareness:
Convey your brand name with the value that it may provide to the consumers. No "one size fits for all" strategy will change your content and change the tone of the message that is supposed to be different for different users. 82% of marketers reckon email as the most effective way to increase their brand value, which can eventually lead to an improvement in their conversion rates. Your customer-oriented structure of email should promote the brand in a way that leverages email content in the best possible manner ever.
It is evident from a survey that personalizing the subject line in the email can generate 50% more click and open rates. The advanced techniques provide relevant information that is specific for a user that can be used by the marketers. Email marketing for pharmaceuticals can be more beneficial when consumers find suitable messages popping in their inbox. Even healthcare professionals search for appropriate information about some drugs online, which they will be glad to read in their mails. Most people read about medicines online, even when a professional practitioner recommends it.
Be creatively engaging:
Content is and will always be the king. Create content that is valuable for the readers while making it more engaging with the visually enticing infographics. Change in the consumer's behavior patterns has brought pharmaceutical email marketing at the forefront. Address the issues and queries while engaging the users with a genuine piece of information. Your ultimate goal is to coax the user to connect with the brand, which you can initiate through a strong call for action section in the email.
Trust the experts:
The dynamic Google analytics with revised protocols can shatter all the hard work that you may have given to design your digital marketing campaigns, which become next to impossible when the experts in this field supervise the whole process. Let the digital marketers do what they specialize in doing. Reaching and retaining customers is made simpler by the techniques of the professionals. They notice the trends of the customer's choice through effective methods of pharma email marketing and follow on the same. They make sure not to fill the consumer's mail with spam messages, which consist of words like free, urgent message, buy, prize, etc.
Building and maintaining relationships with customers is the key to survival in the long run. Some strategies remain unstirred that are not triggered by any external factors. However, modifying approach, according to the scenario, is the essence of digital marketing. Email marketing for pharmaceuticals is the most cost-effective technique for success in the online marketing world. Both healthcare professionals and direct consumers welcome the information stuffed email. With better return on investment that is 42$ for every 1$, email marketing is the smartest and one of the most sustainably productive ways of marketing.
At Amura, we have the rich experience of over a decade in pharma digital marketing. We have done it for numerous premium pharma brands & would love to assist you as well. Get in touch with firstname.lastname@example.org