Interactive Email Marketing Benefits: How to Win the Race in the Pharma Industry Posted on July 29, 2022November 19, 2024 by Andrii Nikulin Email is one of the core channels for building and developing communication between pharma brands, patients, and HCPs. As a marketing tool, email allows delivering well-targeted messages to the recipients, highlighting the key point of your emails and it is a fast and simple way to communicate with your target audience. Thoughtfully designed email campaigns may benefit pharma brand image in multiple ways: Increase brand awareness Increase sales Develop trust Increase traffic Communication automation Today pharma email marketing has the capacity to reach patients, clients, and HCPs on a personal level, giving brand sales the opportunity to create a close connection with the audience. At the same time, large-scale email campaigns designed for reaching more generalized target audiences, allow marketers to work with customers on an international level. Modern marketing practices in pharma and life sciences industries show that email marketing is not only a powerful standalone tool but also has to serve as a vital part of the omnichannel approach as well. However, many marketing specialists working in the pharma sphere nowadays face multiple obstacles when it comes to a better understanding of the effect of email communication. As well, many marketing practices and tools frequently turn out to be task-irrelevant or simply obsolete. And when it comes to international campaigns, the quality of communication can be compromised due to the large target audience volumes and the lack of data which may result in complete entropy for email marketing managers. All these major concerns witness that pharma companies require a powerful email platform, that will allow its users to make informed decisions. The modern pharma market requires an approach reaching above “universal”, above non-industry-specific tools and pre-omnichannel marketing conventions. Nowadays it is not a question of whether it will be a benefit to use AI and ML-based algorithms for reaching high personalization in mail targeting, but a necessity recognized by both pharma brands and top MarTech companies working in the field. In the present blog, we will highlight some of the top obstacles that stand before sales representatives in pharma and will focus on the major directions of marketing innovations that help break through the noise and make thoughtful analytics-motivated solutions. But let’s start with some of the key specifics of email marketing for pharmaceuticals, so we can understand the challenges better. What is interactive email? Interactive email is, basically, an approach in digital marketing that allows creating complex digital letters featuring such interactive elements as dynamic templates and AMP elements. The other important element of the interactive email ecosystem is the analytical tools suite that helps gather relevant data, process, segment and employ it for better personalization of your email campaigns and customer behavior prediction. For businesses, interactive email is a great opportunity to boost email marketing and contribute to the digital maturity of the brand. Email marketing in Pharma: Channel-specific features Marketing approach and, namely, email marketing codes are, of course, not the same for all industries. When we are talking about the pharma and life sciences field, it is important to understand the smallest nuances, to get a clear understanding of how the workflow can be optimized. MLR requirements Every piece of content and information provided by pharma marketers has to go through a legal audit before the information can be published. This requirement adds a certain complexity to the production of big volumes of content, increasing its value and time required for production. However, with the help of advanced digital content practices like module and reusable content approaches, the marketing team can save resources by smartly dividing content into semantic modules that can be used multiple times across different channels. Hybrid marketing approach When we are talking about marketing in pharma companies it is also important to keep in mind that conventional, face-to-face marketing methods are still playing an important role in communication between different stakeholders. Hence, all digital marketing efforts should stay in line with the non-digital activities, complementing each other within an omnichannel approach. This means that effective marketing strategies imply the integration of all related activities and all marketing agents, whether they communicate with customers via digital channels or in person. Various stakeholders in the patient journey Sometimes the sales funnel can be a little bit complex when it comes to marketing services and goods in the pharma industry – multiple HCPs like doctors and pharmacists are important agents that may influence the decision made by the patient. This means that each valuable groups of influence have to be targeted at various levels, to build and support effective communication with all stakeholders involved in the process. Privacy matters Quite often the most valuable information that can be used by the marketing team to draw up a roadmap and better understand the market is classified. When we are talking about the healthcare industry, we face multiple information-protective legislations aimed at concealing patients’ personal data and other sensitive information. However, modern AI-based algorithms are frequently applied to get a better understanding of the market and the audience based on information collected by your system. This means that valuable data is not unreachable, still, it requires some special solutions to be extracted. Interactive Email Campaigns by Viseven Interactive Emails Solution is a specialized tools kit designed for building effective strategies. With more than 12 years of experience in the MarTech sphere, Viseven has built numerous omnichannel marketing strategies, utilizing all advanced marketing automation platforms and essential analytics. Interactive Emails functionality can be integrated with the eWizard content development ecosystem opening opportunities for automation of the content production process, implementation of a modular approach, and achieving cost and time reduction. So, let’s have a sneak peek at some of the key Interactive Emails features and find out how they help marketers to break through the noise and deliver the key ideas to the users in a most engaging way. Analytics and performance metrics As we already mentioned, advanced analytics is crucial for the pharma industry, since the spere has numerous legislations aimed at the protection of the personal data of the patient. However, it does not mean that marketers have to stay completely “blind”, once they can rely on advanced behavioral data collected by AI-powered algorithms. Interactive Emails solution allows collecting basic metrics like delivery rate or click-to-open rate, processing large volumes of behavioral data, and coming up with a better understanding of the target audience. Dynamic Email Theme Template Dynamic Templates is a technology that, foremost, helps to save time and resources spent on the production of email content. The major benefits of this approach are: Reduced number of template archives Single email master template The production time is reduced by 20% The present Interactive Emails feature is very much rooted in the modular approach to content production. It means that you will be able to use multiple reusable content modules like MLR-approved segments or you can make edits to the master email, automatically editing all the subordinate emails at once. This interactive email approach facilitates email content production and helps pharma businesses to free time for a creative part. AMP Emails (Interactive elements) AMP Email (Accelerated Mobile Pages Emails) – is a feature that helps to add dynamic elements to the email design. AMP features primarily serve two major purposes – to make your pharmaceutical emails more engaging and to organize visual information and written content in a more appealing and structured manner. With the help of AMP, the designers can add interactive visual elements, action buttons, gamification elements, mini-applications, etc. Also, an interactive email service allows inserting a customer survey. For example, surveys on user experience or a personalized questionnaire for clients and long-time subscribers. Nowadays, email marketing is almost unthinkable without advanced design elements that help you to add interactivity to your design, break through the noise and make a strong impression on the recipients. Email automation This important module allows sending automated interactive emails triggered by some of the actions made by the subscribers. It is an essential feature that is crucial for providing fast and relevant feedback to the clients who are already engaged in their journey. Automated emails also serve for client retention, informing about policy changes or events. Automated emails also allow personalizing email content, with the help of user data collected by your system. AI and Machine Learning Algorithms Interactive Emails Solution help marketers take the personalization of communication to the next level, being able to collect essential behavioral data which also contributes a lot towards the automation of all processes. For example, ML algorithms help analyze the attributes of each subscriber for better management of the customer journey. In this case, every next channel of communication can vary in each next journey, depending on system recommendations. Also, AI and ML-based algorithms may help set the best sending time for each subscriber, which helps maximize the efficiency of the email campaign. And with a reliable database, the marketing team can implement the omnichannel approach to its furthest extent, introducing prediction models and personalization on a scale of each individual subscriber. Interactive Emails within an omnichannel approach As you can see, Interactive Email is a powerful tool that can be used for building a solid email marketing strategy based on an innovative approach to email marketing. However, you can get even more out of your digital campaigns, once you learn to orchestrate all channels and manage the content according to the omnichannel approach, which implies the unification of all marketing channels into a single ecosystem. The great advantages of this level of system integrity are the ability to assemble the global marketing data and to create marketing campaigns that use several channels of communication which allows reaching higher engagement rates among your audience. The omnichannel approach is proven to provide a 20% higher click-through rate and a 250% higher engagement rate in the pharma industry. One of the main conceptual points of the approach is that unified channels create more customer journey opportunities, while the well-targeted, personalized content also helps reduce the cost of each contact acquired. The Interactive Emails by Viseven are fully integrated within the eWizard Platform, which allows marketers to build global omnichannel campaigns, orchestrating multiple digital and non-digital channels via a single management ecosystem. Remember that content is king Interactive Email Solution can do a lot to help you optimize email strategy, boost your omnichannel marketing efforts and provide you with relevant data. However, the content still remains the key element of the success of your email marketing. No matter how well-targeted and aesthetically sophisticated your mail is, how good it is in terms of interactivity if the subject line does not resonate with the interests and needs of the receiver. That’s why we also included several essential tips for content production you may find helpful. Goal and task of pharmaceutical email marketing: Email is not a blog, neither it is a white paper or a complex guide. That’s why you need to define the main goal and task of the email, so you will have a clear vision of what exact information you want to communicate. The major goal of a marketing team is to lead the customers through the journey and reach the expected results. At the same time, the task of the email can be far narrower. It is defined by the key influence that the message is expected to make. We can designate the following key tasks of email in the pharma: Awareness Engagement Registration Acquisition Retention Special The key influence, in other words, the task of the email, will define the style and tone of content you provide. Also, a clear understanding of the email marketing objectives helps to manage your content according to the mission it serves, segment and store your content according to its major purpose. Content testing There is no other universal way in email marketing to find out if your headline is really killing it, rather than to test it in the field. When planning a large-scale campaign, it is important to test your content – define the most clickable headlines, engaging core text, eye-catching interactive elements and define the most effective letter from the point of your strategies and goals. Simple A/B testing will help to increase the efficiency of the headline and express the main point of the letter in a clear manner. When your digital reaches a certain level of maturity, the data acquired during testing will also contribute to your global research data assets. Overview Nowadays it is no longer the question of whether pharma and life sciences industries need to boost their digital presence or not since it is becoming obvious that the role of digital is growing faster than many businesses manage to understand it. Since conventional door-to-door marketing can’t offer solutions for all the challenges the pharma sphere faces today, the importance of digital communication grows dramatically. Viseven interactive digital solutions designed specifically for carrying out marketing efforts in the sphere can offer all the required tools for building an effective marketing strategy for your pharma brand. Learn more about Viseven MarTech solutions for pharma and life sciences industries and how your business can benefit from them. If you have any questions about interactive email marketing for pharmaceuticals, in particular, fill out the form below and our representative will contact you with more information about Viseven products and solutions.
AMP Emails in Pharma – How and Where to Use? Posted on May 31, 2021November 11, 2024 by Andrii Nikulin Have you ever thought about how great it would be if we could insert interactive elements into a regular static booklet? Carousels, purchase buttons, videos, gifs, animations… Imagine how it could diversify our promotional materials and which new horizons it can open for the pharmaceutical industry. Yes, we know it is currently impossible, but the future is near at hand… After all, a few years ago they thought the same thing about emails. Today an interactive email format known as Accelerated Mobile Page (AMP) is storming all business industries and has already got to the life sciences. What are AMP emails and how can they benefit your business? Let’s discuss the potential of AMP emails in pharma, how to work with them in practice, what are complexities and pitfalls, and decide if it is ultimately worth it. The interactivity matters. Trends of the new decade Ideas akin to that of the interactive booklets come into users’ heads because it is expected that interactive technologies will soon enough be able to literally peel our banana. 60% of customers say COVID-19 has changed their relationship with technology. Another 67% of customers say their expectations for good experiences are higher than ever. That sets the new standard of customer experience for marketers. High interactivity of marketing materials is what all marketers are working on. Thus, a channel like social media took the center stage in customer engagement strategies as it is much easier to catch customers in Instagram that they visit several times a day. Interactive quizzes and polls are now the third most popular story format. Another clear case is Buzzfeed which has conquered most of its audience, providing above all interactive, engaging content. In the same way, video used to be, and remains, your biggest opportunity. It conquers the market in the new decade as now we are looking for information on YouTube almost as often as on Google. Viewers say they retain 95% of a message when obtained via video. All the generated statistics is only intended that interactive content works and should be deployed. In fact, such tools are an integral part of many industries’ business strategies. 79% of marketers say they plan to increase the use of interactive content in the next 12 months. Will these channels be relevant in the pharma industry? Of course, you can split the messaging across different channels. For instance, effectively use email, which for many years has occupied the reigning position in communication with the HCPs. What is AMP? How to Use it in emails? Before you ask the “What is AMP for email?” question, you need to first learn what is it and why businesses put much effort into learning how to use it. AMP technology allows you to create dynamic content in the email body. This technology allows sending interactive content to HCPs. Email receivers can fill out surveys or order samples, respond to invitations, view carousels, and perform many other actions right in the email. An AMP email may include: Carousels and accordions; Surveys; Catalogues and leaflets; Feedback forms. Another benefit is that it allows to speed up the loading of web pages on mobile devices. This is important because, just as we do, physicians read emails primarily on their smartphones (60%). The mobile-friendliness of AMP emails plays a significant role in their marketability. AMP eliminates the need to open another web page to perform any actions. You can click on an element and the content appears right on the same page. You are not leaving the web page you’re on and email works like an autonomous web page. All actions may be performed right in the email body. Dynamic content also opens a new world for deeper personalization across all channels via the reuse of the content in question. 77% of marketers agree that interactive content has “reusable” value, resulting in decreased production times and multiple exposures. How to Use AMP in Pharma? Surely, the main value of AMP emails for pharma is in the development of email campaigns considering their interactive nature. It allows you to feature various types of content on your website within the email, reducing the need to recreate it. It may turn your static email into an appealing, user-driven story. Earlier, HCPs had to go directly to sample sites and leave their information there to order samples. The AMP technology removes this little inconvenience. AMP emails also complement other communication channels, allowing the creation of rep-triggered email campaigns containing eDetailing and self-detailing presentations for HCPs to examine on their own. In the email body, HCPs may also schedule a call with a medical rep, as well as evaluate the quality of the session. Can we add surveys to the email? Of course, a pharma company can send surveys of any length right within the email. Does AMP email support video? The answer is, yes. You can send promotional videos or video materials from your pharma webpage and add them to your mail. But perhaps the most common use of AMP emails is to invite doctors to participate in various conferences and events. AMP simplifies the process of registration for HCPs and eliminates the unnecessary bouncing between pages. How to Send AMP Emails? Sending an AMP email is not as easy as sending a regular email we all are used to, but it is definitely worth the effort. Here is a step-by-step guide on how to send this kind of email: Choose an email service provider (ESP) Not all email service providers support sending AMP emails, so first you should think about a platform that is suitable for your goals. Some of the platforms that do support it are Gmail and Yahoo. Validate your email To be able to create AMP for emails and send them, you need to make sure that your email address is authorized to do so. Most ESPs require you to authenticate all addresses that are meant for sending AMP emails, so check beforehand if you’ve met all the requirements. Incorporate all the necessary components into your email There are certain AMP-enabled elements that allow you to create any interactive email. There are three types of AMP components that can be added to your email: media, dynamic, and AMP layout. On the official website, you can find a full list of these components that can be included in your email. Add a fallback Not all email clients support AMP, meaning that you need to have an alternative version ready just in case. All the AMP elements should be substituted with HTML, which will make it possible for all recipients, even those that cannot view AMP emails, to see your message. Test your email Testing your emails before actually sending them is crucial, since you never know how your message might look in different browsers and target operating systems. By using AMP Playground or similar tools, you can easily preview and test your email to see if you’ve built it correctly. Send your email After testing your email, you can finally send it without any hesitation; and this is generally how a whole email campaign will unfold. However, remember that every ESP might have their specific guidelines regarding AMP emails, so ensure that you comply with the requirements and follow their instructions before you send anything. The process of creating and sending AMP in emails heavily depends on the chosen ESP, so before you start crafting your email, first consult the documentation for specific instructions on sending these types of emails on certain platforms. AMP: challenges and pitfalls Accelerated Mobile Page was first officially launched by Google in 2019 and has become a real boom in digital email marketing. However, the problem at that time was that Google remained the only platform that supported this format, which implied obvious technical limitations. And even though a few years have passed since then, there are still many limitations that make many marketers avoid AMP. Only a handful of ESPs support AMP Most email service providers don’t support the MIME type needed to create AMP emails. Outlook withdrew its support of AMP a few years ago, and Apple never even considered adding it. And even though the demand is rapidly growing, there is still no news regarding the support being added across Apple devices. It’s possible that due to the pressure and unwillingness to stay behind most ESPs will decide to finally allow their users to experience the full power of Accelerated Mobile Page, but not for now. Tracking the performance is much harder compared to the traditional email It is not enough to just check such metrics as “delivered”, “opened”, and “clicked”. AMP goes well beyond that. Many marketers are reluctant to use such emails due to the complexity of performance tracking, and the only way to tackle this issue is by acquiring other methods and tools for tracking performance metrics. AMP emails have an extremely short lifespan No more how great your coding is, or how well your email provider supports AMP, it will inevitably fail. There is nothing you can do about it other than to make sure you always include an HTML version of your email just to make sure that either way, the recipient will receive all the important info. AMP doesn’t always work on mobile devices Even though AMP renders on mobile devices in some situations, it is not always displayed correctly, or even displayed at all. The best way to deal with this problem is to include a plain text version in your email so that your clients will get it in any case, no matter what. At first look, it seems like AMP is not the most popular feature right now. However, it is still in development, and more features will emerge in the near future. Moreover, the state of AMP in 2023 is much better compared to the days when it first appeared on the market. It has noticeably improved, has better support, and is much easier to implement. And things will only keep getting better. Pulling off AMP emails might not be an easier task to tackle, but, just like any other tool for marketing, by putting some effort into it, you will enhance user experience and boost engagement. More and more platforms are now considering enabling the support of AMP, so it’s likely that in the future, we’ll see even more of it! See examples of AMP emails in eWizard The interactive capability of AMP is too great to be bypassed. Considering all challenges, we had passed the “testing” period and mastered all the subtleties of this format. Now our team of dedicated email marketing professionals have solid experience in the development of AMP email for pharma on the base of eWizard platform. In the future, we plan to extend this functionality to diversify the experiences for HCPs and patient engagement. Dynamic content inside eWizard mail templates offers a variety of ways to create interactive emails and improve: exposure and click-through rate; customer experience; your messages into an interactive and dynamic story; insert interactivity keeping your brand’s consistency. Would you like to hear more about our expertise in the development of dynamic email content and take a look at some AMP email examples? Fill out the form below and our experts will reach out to you!
Viseven is a Salesforce Consulting Partner Posted on May 6, 2020November 21, 2024 by Andrii Nikulin TALLINN, Estonia, April 30, 2020 – Viseven Group is happy to announce its newly acquired status as a Salesforce Consulting Partner. Having an extensive history of mutually beneficial collaboration with Salesforce.com, the entire team is proud of involvement with the world’s most recognized business platform – and looking forward to the new opportunities of bringing genuine value to our customers in life sciences. The connection and integration of Viseven’s powerful eWizard multichannel pharma content authoring platform with Salesforce allows to elevate the benchmarks even further. The entry to the Consulting Partner Program confirms the alignment of Viseven Group’s strategic goals with the values embodied in the Salesforce community. The program is focused on Customer Success, Innovation and Engagement – three core principles that resonate perfectly with what Viseven does for life sciences companies in the realm of digital transformation: attaining omnichannel excellence and value-driven brand communications based on tech solutions and impeccably personalized content. Working along the lines envisioned by the Program will allow to further expand Viseven’s own ecosystem of collaborations and offerings spectrum to drive that vision. By now, Viseven has been providing expert assistance and content development services to global pharmaceutical companies for 10+ years along several lines: multi- and omnichannel expertise omnichannel content development (eDetailing, email templates, websites, mobile, VR and AR applications, CRM and CLM capacities) transformation in the content supply chain with the unique eWizard platform eWizard, an end-to-end multichannel content authoring solution for life sciences, provides an extended set of tools that cover pharma and agencies’ industry-specific needs in content creation, reuse, adaptation (including localization) and management. Throughout the history of the platform, this vast range of applications has called for a broad integration scope. Notably, eWizard is integrated with Veeva Suite (which features the Salesforce-based Veeva CRM). To bridge the customers’ email strategy with the overall omnichannel excellence, Viseven has integrated the platform with Salesforce Marketing Cloud. This allows eWizard users to create and update high quality mobile-friendly email templates, while also enjoying automated publication to the Marketing Cloud for use. In this way, Viseven connects the pharma content world with the array of Salesforce business activities – a solution that many customers have specifically pointed out as a major win. Viseven Group’s mission is firmly established: we help pharma companies provide omnichannel experiences for stakeholders, build value-based relationships and spread the word about innovation in their field. How do we achieve this? Expert-led digital transformation, professionally crafted content – and an innovative approach. Our collaboration with Salesforce is an essential driver of success along these lines, especially when you consider how firmly entrenched Salesforce.com-based solutions are in the business processes of our customers. Working to build upon these capabilities and provide for even higher achievements is a large part of what we do. Nataliya Andreychuk, CEO Currently, eWizard platform boasts a substantial set of integrations, covering the needs specific to the pharmaceutical industry. In terms of email, the solution allows pharma brands to: Repurpose preapproved brand master email templates to be used in Veeva (Approved Email) and SFMC Build email content modules to mix and match (header, image+text, etc.) Automatically publish user-assembled email templates to Veeva Vault for review and approval Export the approved email template to Salesforce Marketing Cloud for distribution As a Salesforce Consulting Partner, Viseven provides a team of certified specialists and consultants who skillfully guide the customer through the entire process of implementing the new omnichannel approach, from developing a strategic roadmap and platform configuration to training and maintenance. At the time of this writing, Viseven includes a number of Salesforce certified professionals holding the title of: Salesforce Certified Platform Developer Salesforce Certified Marketing Cloud Email Specialist Salesforce Certified Marketing Cloud Consultant It is the company’s endeavor to extend the number of certified specialists as early as by the end of Q2 2020, as well as to work with Salesforce to provide more possibilities to life sciences customers. Want to learn more about how to use the maximum potential of SFMC for your brand’s omnichannel success? Contact our experts to find out how the possibilities of Salesforce and eWizard platform can boost efficiency and fit your strategic objectives.
How to create Healthcare email templates in eWizard Posted on February 28, 2020November 11, 2024 by Andrii Nikulin Oh no, email is not dying because of all the disruptive comm tech emerging, dear, especially if we are talking healthcare and pharmaceuticals. If anything, this channel has been thriving and evolving lately — to put it humbly — into a hyper-personalized occasion-based super healthcare email. Resistance is futile; don’t even try to dismiss that one! And to be completely fair, why should email be fading? Doctors prefer this communication channel to any other and love receiving personalized emails. And “personalized” here doesn’t mean inserting the correct name or sending dry birthday wishes. A sleek, well-designed, mobile-friendly, to-the-point-and-occasion message is what this audience is after. And pharma marketers too! They know very well that a well-designed email is a source of clear KPIs, as it is often a steppingstone to deeper engagement. So, mass mailing? I ask that you never say those words again. The last thing marketers want is for their work to end up in the spam folder. So, to prevent this, email categorization becomes an a-la-mode approach — soft personalization. Pharma marketers are currently emailing HCPs for at least 4 reasons: engaging new audiences categorized emails on specialization pre-meeting/follow-up emails invitations to virtual/IRL events eWizard template is the solution The only thing is… it takes a lot of effort (read: time and budget) to create today’s medical email. Just imagine, with all the approval procedures inevitable in the healthcare industry and the amount of manual work involved in making each change, one email can take up to 4 hours. Therefore, solutions like healthcare email templates have become so popular. Email templates come in many shapes and forms. But the main thing is that they solve many key problems of digital marketing. Just look at what businesses can achieve with ready-made templates: harmonized design, structure and interactivity across brands and countries; flexible structure for the email content; decrease of ad hoc emails; easy updates, quick time-to-market, efficient email campaigns. Sounds easy, right? This list can become an illustration of your marketing campaign if you use templates made of blocks with components — approved building blocks for switching and combining. The point of this “nesting doll” is getting pre-designed templates, which consist of blocks formed by components, all of which are available within a single content management and approval system. Templates can be adjusted to any screen (tablet, mobile phone, laptop), and all are available on eWizard platform. Let’s see how this magic works. Workflow for creating and customizing the medical email template To begin with, log in to your eWizard account. The first thing you see is eWizard Library, where you can create, store, and upload items. In eWizard UP Library, you can add new items in the following ways: create new items based on templates; upload ZIP archives or files; convert PDF and PPTX files into the eWizard-compatible format. Also, you can organize items into folders. To create a new email based on the template, click + ADD NEW at the upper left of your Library. Select the required item type. eWizard allows users to incorporate business flows into their work with pharmaceutical emails of two types: rep-triggered (approved) and broadcast. You can use a rep-triggered email (RTE) to send an invitation, a follow-up, or to perform other personalized activities. Rep-triggered emails let you interact with recipients more efficiently. When you need to address many recipients at once, you use a broadcast email. It’s designed for mass mailing and provides common fact-finding or introductory information. You can also create an email fragment. It is a reusable part of the email that provides updates or details to the information stated in the email. You can create one email and edit it with different ready-made email fragments. In the Create new pop-up, you can select one of the available templates. To find the required template faster, use the search box or apply filters. Once you select the template, you can view it with the play button on the template card. Some metadata fields are automatically filled out with the values of the selected template, for example, name, brand, and language. You can change them if needed. Fill in the rest of the mandatory fields with the asterisk (*) and click CREATE. As a result, your newly-created Approved email template appears in the My library space. Now, it is high time to customize your template according to your needs and requirements. For this, click the pencil icon on the item card. As a result, your item opens in eWizard Editor. eWizard Editor is a multifunctional service that allows you to organize the content within your email with the help of components [1], blocks [2], and placeholders [3]. Also, you can customize the styling [4] and properties [5] of email components, modify the layout with its settings [6], translate [7] your email, and preview [8] all your modifications on the fly. On the left sidebar, you can find tabs with the available components, blocks, and placeholders. You can open any of these tabs and drag available elements to the layout for your content organization in email. You can fill the added to the layout components with assets from My library, Veeva Vault, or your device and then replace the selected assets, if required. With the tabs on the right sidebar, you can do the following: The Styling tab [1]: Customize the background color, opacity, borders, and paddings of the selected component or block on the item layout. The Properties tab [2]: Configure values that determine the component content and view on the layout. The Settings tab [3]: Set the layout width and background color, and align the item layout. After your email is ready, you can launch eWizard Quality Assurance toolset with the TEST button. Here, you can select the following: Send a test email. Preview your emails and email fragments display in various email clients with Device simulator. Compare different versions of the same item or different items available in Library. Our workflow wouldn’t be complete without email exporting for or publishing to the best content management systems. With eWizard Publisher, you can send items created in eWizard to different target systems. Although the final result is almost the same as with eWizard Export service — the item appears in the specified target system — the processes differ. Thanks to secure and configurable integrations of eWizard with target systems, publication cuts the likelihood of a human mistake. eWizard Export is a service that allows you to transform eWizard items into formats compatible with target systems: documents, standalone (mobile) applications, or ZIP archives. After a successful export, you receive an email notification with a unique link to download the resulting file. eWizard templates will provide you with infinite ways to create new Approved and broadcast email templates. You can leverage creativity while retaining your brand identity, consistency and afford personalized messages. If you want to see the complete picture of how it works, fill in the form below to get your full version of this demo!
Email marketing to doctors and 5 ways to make it more efficient Posted on December 10, 2019November 21, 2024 by Andrii Nikulin Healthcare email marketing campaigns are a popular marketing direction across industries. But if you’re about to write off an email channel for pharma marketing, reconsider. It’s been noticed that email channel in pharma leads among the other means of communication. It surpasses traditional mail, meetings with pharma reps, and even apps! And the doctors’ preference for this channel is only growing. But why is emailing doctors a good idea and how to write an email to a doctor that will actually be effective? Let’s put the email channel in the limelight this time. Here are 5 reasons why pharma email marketing campaigns are the most effective way to boost engagement, as well as some tips for email marketing to physicians and medical professionals. 1. Email gives the upper hand in communication to HCPs’ Keep it 5, keep it relevant Well, email channel hits a couple of sweet spots for doctors. First things first: it hands them back the initiative of communication. Doctors don’t have a free moment, and seeing another rep telling them the same old story is just not in their plans anymore. At the same time, 86% of physicians find time to check their email at least 2-3 times a day. Pharmaceutical email remains one of the main channels and communication, but why? The reason why doctors value it is obvious: it’s not demanding or too intrusive, it does not set any expectations; it’s just out there, ready to be read and clicked on at any time. And even with the rise of other communication tools (social media, messengers), email marketing to doctors still wins, because it has no “seen” status and only is waiting for them to act upon. Pharma companies that are not sure if they should send a direct email to doctors should remember one thing. The email allows you to send as much content as you want and see which of it sparks the most authentic engagement since you never know what exactly will interest this or that doctor. The importance of email cannot be underestimated, since often it is key to driving engagement and improving interaction with customers. Moreover, email marketing offers the flexibility to deliver diverse content and measure its performance. The latest ZS Associate’s physicians’ survey across specialties suggests that most physicians choose to engage with a certain set of brands much more often than with other brands, even after controlling for factors like the channel and the number of exposures. So, don’t oversaturate your email, since your audience will be able to keep up with only roughly 5 brands. Following the 5-brand rule when planning for sectoral personalization will help you to be more mindful of what messages are being delivered to which physicians. 2. Email first means mobile-first Divide and conquer (across specialties) Expanding on this derivative point, we all know what needs to be done – adaptive email design. According to statistics, good experience impacts loyalty of 73% of customers. Companies are taking active steps to ensure a perfect mobile experience, and it’s happening for a reason: more than half of all emails are first opened on a mobile device. Leaving out the general public, 60% of physicians are reading email primarily on their smartphones. The mobile email experience is usually supported by equally mobile-friendly landing pages – those take no time to load and are developed specifically for some events. So use this variability as an opportunity to move away from the tendency to put all HCP-directed messages into one basket. Patterns in how physicians read their emails vary greatly, especially across specialties. Oncologists are a pharma marketers’ favorite, as they open pharma emails way more frequently than, say, urologists and PCPs. PCPs on the other hand will fail you in demonstrating high levels of digital engagement, although they tend to receive far more emails than most other specialties. Dishing out such volumes of messages don’t correspond with the doctor’s accessibility and readiness to engage with content. The task for pharma marketers is to figure out how to reach the specialty physicians at the lower end of the engagement spectrum with more targeted emails. Pay attention to different credentials, specialties, and practice locations, since they often reveal different digital media usage patterns and behaviors. Such attention is of benefit to both sides of the communication since when HCP email preferences are taken into account, doctor email marketing experiences higher response rates. 3. Email works best in a tandem Merge with other channels Email marketing holds immense potential as a centerpiece of multichannel strategies for pharmaceutical marketers. Email campaigns can be highly efficient and impactful by leveraging the benefits of targeted communication, omnichannel support, integration with other channels, and engagement analytics. Email marketing to physicians empowers other channels instead of suppressing or overshadowing them. Here’s why and how it goes. In the era of spam and an attention-based economy, it’s unsurprising that nobody got time for emails from unknown senders. It comes as no surprise that people, in general, will rather open an email from someone they are already familiar with. This especially concerns physicians, since they are 3 times as likely to open an email from a familiar sender, rather than some 3rd party. So, familiarity and repetition turn out to be the best tactics here, 60% of physicians receive marketing information 2-3 times before taking action. Enter rep-triggered email campaigns, which combine the best of both channels, ensuring just that – familiarity and repetition. In this case, email works alongside other channels (eDetailing, remote detailing) enabled by subtle personalization of direct contact between sales reps and HCPs. It’s a safe bet to send a promotional email in the same timeframe as a rep visit, the HCP is more likely to open it. The data suggest that the approach may work inversely as well – emails have a greater impact if followed by a rep meeting. 4. Email delivers the clearest ROI and KPIs Track performance and adjust the strategy There’s a reason marketers love emails not less than HCPs do – the email channel paints a clear picture. Instead of guessing who you might reach with an ad, with email, you’ll know exactly who and when opened your messages and what actions they took. This information can also help you identify prospects to focus on follow-up efforts. Click-through rates, open rates, bounce rates – you name a KPI, email channel got you covered. And that’s why marketers keep investing in email channels and automation of their processes. Moreover, email is the channel where it’s the easiest to monitor performance and calculate marketing return on investment. It’s the most efficient channel to adjust and tailor – simply because you have reliable feedback almost instantly. Over the course of a few mailings, marketers begin to see what information resonates most with recipients. Tracking these patterns helps them design more effective messages. With a clear view of doctors’ behaviors and their preference for certain channels, marketers can decide on cutting off promotions that aren’t going to be useful for the receivers. Instead, they readjust the course of their direct mail campaign and send fewer but more targeted and satisfying emails, as a result. 5. Doctor email marketing caters to both HCPs’ and patients’ demands Templatize, modularize, personalize There’s a whole bulk of demand still not covered by the pharmaceutical companies, but that can be covered by the email channel. You’ve seen that emails are popular equally for pharma marketers and their HCP audience. But email (along with the apps) also represents a real chance to turn pharma patient-centric and align that pharma – HCP – patient dialogue. Patients expect pharmaceutical companies to reach them via digital and social means with 70% wanting to be reached by email. Along with this, about 79% of physicians use patient education materials provided by pharma and advocacy groups, and 56% expect to receive these from Pharma. If this is not a clear call for patient-centricity, we don’t know what is. In order to sustain such a huge demand, a great bulk of emails have to be produced. And those doctors emails should not end up as potential spam material, but be personalized, integrated, backed up by KPIs, preferably connected to other channels, appropriately branded, and filled up with relevant content. The caveat is, that kind of email takes lots of time to be produced. Like, 4 hours per one, in the pharma industry and its endless rounds of approval. Well, not anymore. There’s a completely new, integrated approach to make that email even more efficient. The industry is moving toward including modular templates that are built on the principles of atomic design and supported by pattern libraries will help to keep style and usability consistent and optimal. And we’ve got a tool that delivers just that. And it does not only do that but also answers the question that bothers many marketers: how to address multiple doctors in an email that’s both engaging and personalized? With eWizard, which is a doctor email marketing software among the other things, marketers engaged in email campaigns can: Save tons of time and budget resources on your mailing campaign by endlessly reusing pre-approved master templates, such as email template to sell to physicians or an email approval template; Create a new unique email in no time by placing ready-made content modules (footer, text with image, graph etc.); Publish your email to Veeva Vault automatically, review, approve, then export and distribute to Salesforce Marketing Cloud. Email really has a lot of potential to become a foothold of your multichannel strategy. But it’s only if you give it a deliberate, thought-through chance. Here’s a short demo guide to the world of personalized email created in 15 minutes. If you are an ambitious marketer who strives towards a multichannel campaign based on personalized, state-of-the-art, deliberate emails, do not hesitate to contact our team of Email Marketing Experts for more details on how to email doctors or subscribe to our newsletter to find more email marketing tips and other useful guides.
Salesforce Email Marketing Automation with eWizard Integration Posted on January 3, 2019November 22, 2024 by Andrii Nikulin A while ago, we announced the strategic partnership with Salesforce.com, featuring a highly anticipated integration of eWizard platform and Salesforce eMarketing Cloud. The email marketing Salesforce integration covers all stages of an email campaign: from email creation to its distribution and analysis, offering a solid groundwork for mailing campaign optimization. And now we’d like to highlight key prerequisites and main outcomes this integration brings for digital pharma marketing. Benefits of Email Marketing Integration with Salesforce Let’s overview the key benefits of the integration and how it might be helpful for all pharma marketers across the industry: Salesforce Email Analytics. Integration enables tracking recipient behavior and using it to create better Salesforce email campaigns. You can see which emails were opened, which links were clicked, and which content was the most engaging. Salesforce email marketing automation. The email campaign integration with Salesforce Marketing Cloud reduces the risk of errors and time spent on many manual tasks, such as publishing and creating emails. Salesforce email automation streamlines various email-related processes, while also maintaining a high level of email personalization. Efficient email marketing Salesforce campaigns. With Salesforce email marketing integration, you don’t have to jump from one application to another to craft and send an email. You can just do it in a couple of clicks, making it easier to create high-quality engaging campaigns that don’t require a lot of time to kick off. Email marketing automation with Salesforce responsibilities streamlines various tasks that used to require manual input. Now, you can easily get them done in just a couple of clicks. What is Salesforce Marketing Cloud? Salesforce Marketing Cloud is a platform marketers can use for a myriad of tasks and goals. And thanks to email automation with Salesforce integration, it becomes easier to create emails with a personalized touch. Here is what you can do with SFMC: Create and manage content; Send and monitor messages; Find your target audience; Design customer journeys; Deliver personalized content based on user behavior; Bring multiple channels together; Centralize customer data; Create 360-view of your customers; Divide your customer base into segments. With these features powered by the best email marketing integration with Salesforce, you can amplify your marketing campaigns and create them faster and of higher quality. Moreover, email integration can solve a few other problems, examples of which we’re about to discuss. What are the Challenges the Integration and Content Experience Platform will help Overcome? When it comes to localizing email campaigns, all marketers are confronted with a challenge –balancing between ensuring diversity and compliance. How do you diversify while remaining within branding requirements? How do you resonate with local needs while maintaining an easily recognizable brand identity? And it might not be even worth all that hustle and expenses: today, 260 bln emails/day toll a bell in mailboxes around the world, they’ve got something to tell the recipients. But open rates tell us a whole different story, ranging from 15% to 28%. In other words, across industries, only every 5th to 3rd email is opened. A big part of those messages doesn’t even have a chance to appear in the inbox, as they go straight to the spam bin marked as “irrelevant info” by half of the email recipients. However, these stats do not change the fact that email remains the main channel used to reach physicians. Many HCPs still prefer receiving personalized messages from pharma companies. But the problem is that personalized emails require lots of coding. Making a few tweaks would often mean hiring a trusted digital agency and investing significant time and financial resources. And let’s not forget about time-consuming approval procedures in pharma. So, pharma marketers are facing a tough choice: either make an average email that has a high chance of being dumped as spam or make a great, localized one, but waste the monthly budget of a tiny country. Luckily, with our content experience platform, eWizard, they no longer have to choose between these two options. Oksana Matviienko from Viseven admits: “Capitalizing on a decade of working experience alongside global pharma actors, we developed a truly comprehensive solution that’s automating email campaign workflows at every stage of the email production process. Equipped with the eWizard platform, pharma marketers and sales reps have a powerful mix-and-match tool for creating and reusing approved email templates, which all have the same look and feel no matter the brand or market”. Contrary to your average email template that’s rigid and inflexible, eWizard Email Templating Service contains a number of pre-designed content modules to mix and match for all that creative jazz. This model allows users to make an engaging email in minutes and eliminates the need to address an agency for localization or editing. With the adaptive templating approach that lies at the heart of eWizard-created emails and marketing email automation flows, marketers have creative freedom while adhering to budget constraints and branding guidelines. Here are Some Benefits of eWizard Email Templates: The solution saves tons of time and budget resources by allowing users to endlessly reusing master templates that are created and pre-approved on a global level; A template serves as the branding framework; all that’s left to do is to fill it up with localized content! Create a new unique email in no time by placing ready-made content fragments modules (footer, text with image, graph, etc.); Forget manual or hired publishing! You can publish your email to Veeva Vault automatically as well as review, approve, export, and distribute to Salesforce Marketing Cloud. If you’re an ambitious marketer aiming for a seamless Salesforce email marketing campaign workflow that delivers personalized emails, do not hesitate to contact our team of certified experts for details on the Salesforce integration with email marketing. You can also subscribe to our newsletter for the latest updates in digital pharmaceutical content marketing.
