Life sciences organizations must work their way toward sales by nurturing strong leads, a process that can be especially difficult given the complexity of healthcare technology. As in any industry, selling a medical device or pharmaceutical is largely about forming relationships with people who will put the product to use, which is why a strategic physician email marketing campaign is so crucial to success. Persuading doctors that a product is worth their attention means first getting their attention and then presenting compelling information in an attractive way.
The journey from sending an initial email to medical professionals toward making a sale can be a difficult one with many twists and turns along the way. Doctors always want more information, and in many cases, a number of decision-makers at a hospital or clinic are involved in any purchase. That extended purchase path just makes it all the more essential to plan medical email marketing initiatives carefully so those communications are as effective as possible at generating promising leads.
Access current information
“Quality leads start with up-to-date contact information.”
Quality leads, of course, start with up-to-date contact information. However, finding the correct data can be a little more complicated than it sounds when it comes to physicians, who often change their email addresses when they switch jobs and move from one hospital to another. A database stocked with the latest contact information and other key details for medical professionals is invaluable to a life sciences company.
Data append services ensure an organization has the latest details for each individual in their master database. With this information immediately accessible, marketing and sales teams can develop a better approach to generating leads. Filtering potential contacts by their positions, professional specialties, locations and institutional affiliations allows an organization to refine its communications and direct them thoughtfully.
Use relevant data for segmentation
Medical professionals are a diverse audience with a broad range of professional interests and busy schedules. Garnering productive leads calls for extensive segmentation so every communication is relevant to a narrowly defined audience. A life sciences organization must consider how its products will solve problems for very specific groups of doctors and their patients, targeting its emails accordingly.
The more intelligence a maker of medical devices or pharmaceuticals gathers on the work physicians do, the more effectively it can can segment its messages about those products. That begins with understanding the a doctor’s area of specialization and the patient demographics he or she serves. With treatment insights, marketing and sales teams can direct their efforts at medical professionals who regularly diagnose and manage a particular condition, offering a way to achieve improved outcomes.
Deliver strong messaging
When an organization has a clear sense of its audience, marketers and salespeople can generate communications that fit their needs. For life sciences companies generating leads commonly involves sending materials like product information, webinar invitations and surveys. The tricky part is standing out when a physician is quickly scanning through a crowded inbox before seeing patients.
The most powerful message an organization can deliver is one that briefly and convincingly shows just how a product can make a difference in a doctor’s work. Medical professionals are more persuaded by solid facts and clinical data than a witty advertising campaign. But that doesn’t mean the creative aspects don’t matter; it’s vital that ads and emails inspire a physician’s confidence and maintain his or her attention with a professional look and intriguing copy.
Convince them to take the next step
To capture a lead, marketers must make their readers want to find out more about a product. That’s why it’s vital to optimize ads and emails so they encourage physicians to take the next step. Doctors commonly read their messages on a mobile device, so the right design will lead their eyes down, making it easy to follow the text and keeping images minimal.
Calls to action should be simple and direct but also hard to miss. Most importantly, these words and graphics must appeal to the particular needs of physicians, drawing them to engage in further contact with a life sciences company. Medical professionals want multiple sources of detailed information before they decide on making a purchase or advocate a product to a committee, and it’s up to marketing and sales teams to point the way.
Quality leads within the medical community are the lifeblood of businesses making pharmaceuticals and medical devices. To connect with doctors and develop relationships, marketers must have access to reliable business intelligence and incorporate current data into their strategy.