ePharm5 Exclusive: WHITTMANHART Interactive study reveals deficiencies, best practices for pharma e-mail programs

ePharm5 Exclusive: WHITTMANHART Interactive study reveals deficiencies, best practices for pharma e-mail programs

Although a well-executed e-mail program could be a boon to marketing and medication adherence efforts, most pharma e-mail programs are poorly coordinated and lacking in quality, according to a study from WHITTMANHART Interactive (WHi). For more than a year, WHi followed e-mail programs for top prescription products in the United States and reviewed the e-mail, loyalty, and HCP programs, as well as the Web sites, of the nation's top pharma brands. In order to fully leverage e-mail as a marketing tool, pharmas should use a diverse mix of e-mails to deliver effective, well-rounded programs. However, it's clear from the study that most companies are far from reaching that goal. According to the results, only 5% of the Web sites representing the 100 best-selling products sent more than one type of e-mail. Another 18% sent only one type of e-mail, mostly e-mail newsletters. E-mail programs should include welcome e-mails, newsletters, and promotional e-mails, using a mix that fits the brand and the customer base. Click on the supporting link below to read an original report from ePharm5 about the study. --

 

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ePharm5 Exclusive: WHITTMANHART Interactive study reveals deficiencies, best practices for pharma e-mail programs

Although a well-executed e-mail program could be a boon to marketing results and medication adherence efforts, most pharma e-mail programs are poorly coordinated and lacking in quality, according to a study from WHITTMANHART Interactive (WHi).

For more than a year—May 1, 2005, to May 31, 2006—WHi manually followed e-mail programs for top prescription products in the United States by signing up for them and reviewing the e-mail, loyalty, and HCP programs, as well as the Web sites, of the nation's top pharma brands.

The study showed that few pharmaceutical companies maintain consistent e-mail programs. In fact, only 15 of the top 25 DTC spending brands have e-mail programs, and WHi received no e-mails from 77% of the top 100 products that it reviewed. These figures indicate that pharma is missing out on marketing opportunities through e-mail. In the present marketplace, developing and maintaining a vigorous e-mail program should be considered a precursor for new product launches and other major marketing initiatives, says Denine Harper, WHi senior strategy manager and study coordinator.

In order to fully leverage e-mail as a marketing tool, pharmas should use a diverse mix—in both content and form—of e-mails to deliver effective, well-rounded programs. However, most companies are far from meeting that goal. According to the study, only 5% of Web sites representing the 100 best-selling products sent more than one type of e-mail. Another 18% sent only one type of e-mail, mostly e-mail newsletters. A successful e-mail program should include welcome e-mails, newsletters, and promotional e-mails, using a mix that fits the brand and the customer base.

A welcome e-mail should be sent within five days of the consumer’s registration. A proper welcome sets the stage and tone of the entire online program and gives the consumer his or her first impression of the brand. Most brand marketers don’t think of the welcome e-mail as a key tool, according to Harper. "It's so important—it needs to hit the top of the priority list," she says.

E-mails should be sent regularly and consistently, and their frequency should be established internally and to the consumer at the beginning of the program. Too often, e-mail newsletter schedules start out strong but gradually fall away from their intended delivery goals. Newsletters should have a standard template and be educational, with several articles and a "soft sell" approach.

A promotional e-mail should be easily distinguishable from newsletters and welcome e-mails. They should be sent whenever there is important information to communicate, and they should focus on a single point (e.g., a new product or indication). Promotional e-mails should also contain a clear call to action, such as downloading a brochure or signing up for additional information.

More sophisticated e-mail communications include triggered event e-mails to remind patients to refill their medication; life-cycle e-mails, which provide information that is relevant to patients during a particular stage of their treatment; and behavioral e-mails, which invite users back to the Web site if they haven’t visited it for a certain length of time.