Live from e-marketing conference: Study shows few pharmas take advantage of e-mail marketing impact

Live from e-marketing conference: Study shows few pharmas take advantage of e-mail marketing impact

A recent study found that Paxil, Procrit, Ortho contraceptives, Nexium, and Prilosec had the best e-mail programs, Denine Harper, senior manager of strategy and insight for WHITTMANHART Interactive, reported at today's opening session of the CBI pharma e-marketing conference. These results were part of a study WHITTMANHART conducted to track pharma DTC e-mail programs. The study found that of the top 25 best-selling drugs, only eight sent e-mails to consumers, and only three had implemented loyalty programs. E-mail is a low-cost, high-impact way to communicate with consumers, but advertisers are still underspending online, according to Harper. She said there is a gap between consumer online consumption and media spend. Although some session attendees appeared skeptical of the feasibility of building consumer-driven e-mail programs, Harper said the lack of quality integrated programs leads to missed opportunities.