{"id":203898,"date":"2022-06-22T10:00:00","date_gmt":"2022-06-22T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=203898"},"modified":"2023-04-11T13:04:37","modified_gmt":"2023-04-11T11:04:37","slug":"pharma-email-marketing-best-practices-2022","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/engagement\/pharma-email-marketing-best-practices-2022\/","title":{"rendered":"Pharma Email Marketing: Best Practices for 2022"},"content":{"rendered":"\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"482\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min.jpg?resize=800%2C482&#038;ssl=1\" alt=\"Pharma Email Marketing: Best Practices for 2022\" class=\"wp-image-203902\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min-scaled.jpg?resize=1024%2C617&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min-scaled.jpg?resize=300%2C181&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min-scaled.jpg?resize=768%2C463&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min-scaled.jpg?resize=1536%2C926&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min-scaled.jpg?resize=2048%2C1234&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min-scaled.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/04\/Pharma-Email-Marketing-Best-Practices-for-2022-1-min-scaled.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The pandemic obliged pharma reps to become \u201c<strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/websites-role-in-healthcare\/\" target=\"_blank\" rel=\"noreferrer noopener\">digitally present<\/a><\/strong>\u201d as opposed to face-to-face. It also pushed HCP to evolve their expectations regarding the interactions with the businesses. All as new digital natives in a hyper-connected atmosphere.<\/p>\n\n\n\n<p>This also means that they are in demand. And rely more on valuable communications via digital channels, such as email. <strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/consumerism-in-the-healthcare-industry\/\" target=\"_blank\" rel=\"noreferrer noopener\">Product and brand information<\/a><\/strong> is now expected to be consumed through resources received directly in the inbox.<\/p>\n\n\n\n<p>More than selling something, HCP expect <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/urgency-the-new-normal-in-pharma-communication\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharma companies<\/a> <\/strong>to be partners throughout their journey. By having relevant data delivered at the right time.&nbsp;<\/p>\n\n\n\n<p>So it\u2019s becoming more and more important that pharma companies have a greater knowledge of the audience&#8217;s needs, expectations, behaviors, and preferences.&nbsp;<\/p>\n\n\n\n<p>The most recent post-pandemic figures, show us the <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">best practices for the new era<\/a><\/strong> and the right direction to go in 2022.&nbsp;<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" id=\"h-email-hcps-favorite-interaction-channel-and-device\" style=\"font-size:38px\">Email: HCPs&#8217; favorite interaction channel and device!<\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>According to <em>HealthLink Communications Report 2020<\/em>, 65% of HCP consider email to be their <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">preferred channel of interaction<\/a><\/strong> when it comes to information related to product announcements.<\/p>\n\n\n\n<p>And it\u2019s also the number one in Pharma when marketing to HCP. In fact, according to <em>Viseven<\/em>,<em> <\/em>pharma is marketing to its audience through:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Emails &#8211; 81%;<\/li><li>Medical News \/ Clinical publications \u2013 80%;<\/li><li>Direct mail \u2013 51%;<\/li><li>Online physician communities \u2013 32%;<\/li><li>eDetailing\u2013 30%;<\/li><li>Mobile apps \u2013 29%;<\/li><li>Online advertisements \u2013 12%;<\/li><li><strong><a href=\"https:\/\/www.bluenovius.com\/engagement\/websites-role-in-healthcare\/\" target=\"_blank\" rel=\"noreferrer noopener\">Websites\/Portals\/Landing Pages<\/a><\/strong> \u2013 12%;<\/li><li><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">Social media<\/a><\/strong> \u2013 10%.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When it comes to the device of choice, namely to view and engage with email content, the <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">desktop remains the number one preferred device<\/a><\/strong>. But mobiles don\u2019t come too far behind. according to <em>HealthLink<\/em>:&nbsp;<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"has-text-align-left wp-block-heading\" style=\"font-size:28px\">But don\u2019t get too salesy\u2026<\/h5>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>61% of HCP are receptive to digital healthcare advertising (<em>HealthLink<\/em>). However, these interactions must be meaningful and <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/4-tips-to-create-a-seamless-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">deliver quality information<\/a><\/strong>.<\/p>\n\n\n\n<p>Here is a small list of some identified as unhelpful or annoying communications in the voice of the HCP:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1) Unsolicited emails or phone calls;&nbsp;<\/p>\n\n\n\n<p>2)  \u201cHelpful hints\u201d that disguise sales efforts;&nbsp;<\/p>\n\n\n\n<p>3) Multiple, overly frequent email messaging;&nbsp;<\/p>\n\n\n\n<p>4) Misleading or out-of-date information; and<\/p>\n\n\n\n<p>5) Embedded ads that don\u2019t deliver value for the click-through.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>Top Tip: <\/strong>A high percentage of HCP share the educational resources provided by the organizations to help and educate the patients!<\/p><\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When creating content, add value through the resources shared. Not only to HCP but also to patients!&nbsp;<\/p>\n\n\n\n<p>And this can be as simple as adding an <strong><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/animated-explainer-videos-in-pharma-whats-the-catch\/\" target=\"_blank\" rel=\"noreferrer noopener\">explainer video<\/a><\/strong> to your email marketing campaign.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\">Best subject lines for HCP\u00a0<\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Based on their campaigns, the <em>Orientation Agency<\/em> gathered the subject lines that had generated the higher engagement of HCP.<\/p>\n\n\n\n<p>Here are the ones that stood out for open rate results:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Are your\u2026;<\/li><li>Discuss your\u2026;<\/li><li>Address the needs of\u2026;<\/li><li>Looking for\u2026;<\/li><li>Launch: (then details of the product);<\/li><li>New and exciting\u2026; and<\/li><li>Join us at\u2026<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Also, the ones that stood out for the Click-Through Rate (CTR) results:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Unlock your\u2026;<\/li><li>New-to-market\u2026;<\/li><li>Looking for\u2026;<\/li><li>Discover more\u2026; and<\/li><li>Registration is open for\u2026<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Fun Fact:<\/strong> When looking back at 2019, emails sent by <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/why-pharma-needs-to-become-customer-centric-right-away\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharma companies<\/a><\/strong> to HCP only had a 9.4% open rate (<em>DMD<\/em>). Jumping ahead to April of 2020, we\u2019ve watched a 300% increase with an open rate average of 18.9%!<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Did you know that <a href=\"https:\/\/www.linkedin.com\/company\/bluenovius\/\" target=\"_blank\" rel=\"noreferrer noopener\">video<\/a> in your email marketing can increase open rates by 19% and boost click-through rates by 65% <\/em><\/strong><em>(CampaignMonitor)<\/em><strong><em>?<\/em>! <em>Start adding valuable video resources to your campaigns with <\/em><\/strong><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\"><strong><em>PubExplainer<\/em><\/strong><\/a><strong><em> today!<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\">The perfect time to reach out<\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We already know the right channel, but what do the numbers tell us about the right time?<\/p>\n\n\n\n<p>Optimizing the time slot for sending your <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/urgency-the-new-normal-in-pharma-communication\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharmaceutical prospecting emails<\/a><\/strong> can improve your <strong>open rates by 94%<\/strong>, your <strong>response rates by 131%<\/strong>, and your <strong>lead rates by 1513%<\/strong> (<em>Sopro<\/em>).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>According to <em>Sendinblue<\/em> and <em>Sopro<\/em> survey results:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Over 85% of opened marketing emails were sent on weekdays;<\/li><li>Over 90% of marketing emails that received clicks were sent on weekdays;<\/li><li>In general, it\u2019s better to send email campaigns in the middle of the week between Tuesday and Thursday; and<\/li><li>Email engagement is generally best for emails sent during mid-morning at 10:00 or mid-afternoon at around 14:00.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>The worst response rate comes on Friday at 16:00, with just 10.5%;<\/li><li>The best response rate comes at 17:00 on a Wednesday, with 24.2% of replies from customers;<\/li><li>10:00 is the perfect time for email recipients to get to work and check their inboxes; and<\/li><li>At 15:00 and 16:00 is likely that there\u2019s a new check on the inbox after lunch, as well as before leaving at the end of the day.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Tip<\/em><\/strong>: <em>Think globally and segment your target audience considering the location. And you\u2019ll be spot on with your email marketing time optimization all around the globe!&nbsp;<\/em><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-hand-picked-related-content\" style=\"font-size:28px\">Hand-picked related content: <\/h5>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/dont-miss-the-top-5-pharma-marketing-trends\/\">Don&#8217;t Miss the Top 5 Pharma Marketing Trends<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/using-video-to-boost-email-marketing-results\/\">Using Video to Boost Email Marketing Results <\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/email-marketing\/top-5-email-marketing-tips-for-a-successful-strategy-in-pharma\/\">Top 5 Email Marketing Tips for a Successful Strategy in Pharma <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The pandemic obliged pharma reps to become \u201cdigitally present\u201d as opposed to face-to-face. It also pushed HCP to evolve their expectations regarding the interactions with the businesses. All as new digital natives in a hyper-connected atmosphere. This also means that they are in demand. And rely more on valuable communications via digital channels, such as [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":203902,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[3575,3555],"tags":[3682,63,3684,3681,3683,3550,3685,3680],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pharma Email Marketing: Best Practices for 2022 | BlueNovius<\/title>\n<meta name=\"description\" content=\"Learn the top pharma email marketing tips for 2022. Increase engagement, conversions and stay compliant with industry regulations. Read now.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluenovius.com\/engagement\/pharma-email-marketing-best-practices-2022\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Pharma Email Marketing: Best Practices for 2022 | BlueNovius\" \/>\n<meta name=\"twitter:description\" content=\"Learn the top pharma email marketing tips for 2022. Increase engagement, conversions and stay compliant with industry regulations. 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