{"id":3661,"date":"2016-10-26T20:00:28","date_gmt":"2016-10-26T20:00:28","guid":{"rendered":"http:\/\/www.bluenovius.com\/?p=3661"},"modified":"2023-03-06T13:36:53","modified_gmt":"2023-03-06T12:36:53","slug":"write-email-healthcare-professionals-really-want-read","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/emailmarketing\/write-email-healthcare-professionals-really-want-read\/","title":{"rendered":"How to Write Emails that HCPs Want to Read"},"content":{"rendered":"\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>How many times have you come across emails that make you feel like looking at the sun would have been a far better alternative?<\/p>\n\n\n\n<p>Seriously.<\/p>\n\n\n\n<p>We\u2019re all super busy. And one way or the other, we all have those long, prosaic, and unstructured emails in our inboxes that don&#8217;t seem to be going anywhere. And we\u2019ve all ignored them to death.<\/p>\n\n\n\n<p>But what strikes me as ironic is the fact that when we sit to draft an email, we\u2019ve all been guilty of writing a long verbose email that encompasses probably all possible viewpoints on this planet.<\/p>\n\n\n\n<p>So, the reason for such erratic behavior has its roots in email psychology. <strong>The sender and receiver see things from drastically different perspectives.<\/strong><\/p>\n\n\n\n<p>As pharma marketers, we often forget the fact that healthcare professionals get lots of emails every day and they simply don\u2019t have the time to read all of them.<\/p>\n\n\n\n<p>If I were a healthcare professional, I would have a thousand emails in my inbox, all of which would seem equally promising. And I certainly won\u2019t have enough time to read all of them. If an email is not organized and readable and does not get to the point right away, it\u2019s very likely that I would move on.<\/p>\n\n\n\n<p>Over the years, I\u2019ve helped many pharma marketers win healthcare professionals through <a href=\"https:\/\/www.bluenovius.com\/email-marketing\/top-5-email-marketing-tips-for-a-successful-strategy-in-pharma\/\">effective email marketing<\/a>. Since I\u2019ve been both at the sending and receiving end of marketing emails, I finally had that glorious epiphany on why some emails worked and why some emails failed to get the right amount of market traction.<\/p>\n\n\n\n<p>In this blog post, I\u2019m going to teach you the basics of writing a really good email. It would help you in <a href=\"https:\/\/www.bluenovius.com\/email-marketing\/top-5-email-marketing-tips-for-a-successful-strategy-in-pharma\/\">increasing your conversions<\/a> and significantly improve your conversations with healthcare professionals.<\/p>\n\n\n\n<p>But, first things first.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" id=\"h-what-exactly-is-a-good-email\" style=\"font-size:38px\"><strong>What exactly is a Good Email?<\/strong><\/h2>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Well, I would define a good email as:<\/p>\n\n\n\n<ul><li>Readable<\/li><li>Easily understood<\/li><li>Does not annoy the user<\/li><li>Does not take much of his time<\/li><\/ul>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:38px\"><strong>Types of Emails<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>1) Information mailers:<\/strong> Emails where you just pass on information, and do not expect a reply.<\/p>\n\n\n\n<p><strong>2) Inquiries:<\/strong> These are the tricky ones, where you actually want some input from healthcare professionals. It can be anything&#8211; an answer to a question, or confirming the availability for an appointment as long as you expect a reply to the emails.<\/p>\n\n\n\n<p><strong>3) Action mailers:<\/strong> When you send this kind of email, you do not expect replies, but some action from the professionals, like checking out your eLearning, or signing up on a portal.<\/p>\n\n\n\n<p>Before proceeding to write an email, always ask yourself&#8211; which category does your email fall into? Are you trying to pass on information or do you expect a reply?<\/p>\n\n\n\n<p>Asking such questions would add some much-needed clarity to your thought process. After all, before proceeding to what\u2019s and how\u2019s, it\u2019s very important to understand why you\u2019re doing it.<\/p>\n\n\n\n<p>If you know why you\u2019re writing that email, your job is almost half-done.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:38px\"><strong>Why do Most Emails get ignored?<\/strong><\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Before moving on to how to write a good email copy, let\u2019s first understand why emails get blatantly ignored by healthcare professionals.<\/p>\n\n\n\n<p>Here are some of the top reasons:<\/p>\n\n\n\n<p>&#8211; They\u2019re unstructured and have really long paragraphs.<br>&#8211; They\u2019re not easily answerable.<br>&#8211; They do not stick to a theme.<br>&#8211; They over-sell.<br>&#8211; They\u2019re not optimized for quick reading.<br>&#8211; They do not provide value.<\/p>\n\n\n\n<p>If I had to put all the above points succinctly, I would say that most emails get overshadowed because they\u2019re written considering the product\/outcomes in mind and not the reader in mind. You are missing out on a lot of brownie points by not personalizing.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:38px\"><strong>Tips for Writing a Clear, Concise, and Compelling Email Copy<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Now that you know what doesn\u2019t work with emails, let\u2019s move on to how to make it work.<\/p>\n\n\n\n<p>So, here are some email writing tips, which I\u2019ve learned through my years of experience with email marketing. Therefore, if you follow all of them religiously, I can guarantee you that you would be writing irresistibly good emails.<\/p>\n\n\n\n<p><strong>1) Cut-to-the-chase: <\/strong>Stop beating around the bush. Get right to the point with your very first sentence. The easiest way to do this is to ask yourself- what do you expect to get out of the email? Once you know what you want, it will be much easier to structure the content. When healthcare professionals browse through your email, they usually have this nagging question in their heads&#8211; \u201cwhat\u2019s the point?\u201d. Try answering that as quickly as possible.<\/p>\n\n\n\n<p><strong>&nbsp;2)Talk about benefits, not features:&nbsp;<\/strong>I cannot emphasize this enough. I\u2019ve seen a lot of pharma marketers talking profusely about the features of their product and how it\u2019s a potential game-changer in the market, but rarely do they talk about how it\u2019s going to solve the healthcare professional\u2019s problems. I mean your drug might be great, but it doesn\u2019t address the apprehensions the healthcare professional has in his mind, he won\u2019t feel intrigued to know about it. That\u2019s the reason I always advise pharma marketers to paint the large picture. Talk about benefits, not features. Don\u2019t objectify, but subjectify.&nbsp;<em>People don\u2019t want to know what you do, they want to know why you do what you do. <\/em><\/p>\n\n\n\n<p><strong>3) Optimize Your Content for Quick Reading.&nbsp;<\/strong>If I think I cannot read an email in 30 seconds, I would probably not read it.<\/p>\n\n\n\n<p>That\u2019s why it\u2019s so important to optimize your email for quick reading. You can use the \u201csmall wins\u201d strategy to optimize your content.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"wp-block-heading\" style=\"font-size:24px\"><strong>Here are some tips for optimizing your content:<\/strong><\/h6>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>a) Maximum 2 sentences per paragraph.<br>b) Use normal fonts (Arial, if possible). Avoid bolding whole paragraphs or using extravagant colors for highlighting points. Keep it plain simple and silly.<br>c) Break your content into bullet points.<br>d) Once you\u2019ve written the first version of your email, read it out loud. Cut down words or sentences that are repetitive and can be removed. Trim down your as much as you can.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>4)Personalize your Message.<\/strong><\/p>\n\n\n\n<p>When you know something about your reader, your reader would be more than interested in knowing something about you.<\/p>\n\n\n\n<p>It\u2019s literally give and take.<\/p>\n\n\n\n<p>Personalize your email by adding their name, their clinic&#8217;s location, their website, or any other distinguishing piece of information that you might hold.<\/p>\n\n\n\n<p>When you personalize, healthcare professionals know that you\u2019re being very relevant, and pay close attention to what you\u2019ve to say.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">What is the best time to send these out? Better Proposals, a <\/span><a href=\"https:\/\/betterproposals.io\"><span style=\"font-weight: 400;\">proposal software<\/span><\/a><span style=\"font-weight: 400;\"> recommends to \u201cHit them with that email as close to 11 am as you can\u201d. If you want to read more tips on writing emails, you can take a look at<\/span> <a href=\"https:\/\/betterproposals.io\/blog\/cold-emailing-new-leads-every-day\/\"><span style=\"font-weight: 400;\">this article<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<p><strong>Stick to a theme<\/strong><\/p>\n\n\n\n<p>One theme per email. This should be the ground rule throughout your strategy.<\/p>\n\n\n\n<p>Many pharma marketers make the mistake of asking too many questions or offering too many details in one email.<\/p>\n\n\n\n<p>Don\u2019t do that.<\/p>\n\n\n\n<p>It\u2019s a natural human tendency to get overwhelmed by information, especially when you&#8217;ve got too much to answer or too much to think about.<\/p>\n\n\n\n<p>Therefore, you should always stick to a single theme. In sum, get your facts out, and let him know exactly what you expect. Have only one call-to-action button, or one piece of information conveyed.<\/p>\n\n\n\n<p>In case you want to supplement it with more information, you can link to additional resources or your website.<\/p>\n\n\n\n<p>Writing good emails is more of an art than a science. Consequently, like every art form, it gets better only with practice.<\/p>\n\n\n\n<p>In conclusion, if you keep your messages really, really simple, and always think from your reader\u2019s perspective, you\u2019ll be off to writing really good ones in no time.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How many times have you come across emails that make you feel like looking at the sun would have been a far better alternative? Seriously. We\u2019re all super busy. And one way or the other, we all have those long, prosaic, and unstructured emails in our inboxes that don&#8217;t seem to be going anywhere. And [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7470,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[52],"tags":[],"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>How to Write Emails that HCPs Want to Read | BlueNovius<\/title>\n<meta name=\"description\" content=\"Discover the secrets to writing HCP emails that get results. 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