Successful Email Marketing Methods: PharmaVOICE Interviews Terry Nugent, Executive Vice President, Sales and Marketing at Medical Marketing Service, Inc.

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Dan Limbach, host and producer of the PharmaVOICE Webcast Network, met with Terry Nugent, Executive Vice President, Sales and Marketing at MMS Inc. in October, to talk about some of the challenges of using email in healthcare marketing as well as some best practices to get the highest ROI possible.

Medical Marketing Service, Inc. (MMS)
The first is the right messenger to deliver your email campaign message. The second point is developing a compelling offer, and the third is getting the creative right.

Dan Limbach, host and producer of the PharmaVOICE Webcast Network, met with Terry Nugent, Executive Vice President, Sales and Marketing at MMS Inc. in October, to talk about some of the challenges of using email in healthcare marketing as well as some best practices to get the highest ROI possible.

Pharmaceutical marketers face many obstacles providing effective campaigns via email marketing. Email marketing has, in a way, hit a lull over the past couple of years because of tools like social media. Many companies have opted out of such forms of marketing because they don’t believe it to be as profitable. Certain industries like healthcare and pharmaceuticals have seen it differently. It has been shown that many physicians prefer to receive information on medical apps and pharmaceuticals via email. Because physicians have openly discussed their liking to email information, it is considered a very viable channel to healthcare industries.

The first step for a company should be to make sure that email marketing is the direction they want to precede in. The next step is producing this idea to be successful. Since many healthcare companies may have the same email marketing strategy, it is up to the company to figure out how their campaign will stand out from the rest. Healthcare providers become inundated with hundreds of emails a week; produce your email to engage the reader from the beginning.

Terry Nugent explains there are 3 major factors that will help your campaign succeed, “The first is the right messenger to deliver your email campaign message. The second point is developing a compelling offer, and the third is getting the creative right.”

Choosing the correct messenger company is vitally important. These messengers deliver your email messages on behalf of healthcare or pharmaceutical companies. Because email marketing can be a large task, hiring a professional may be the smartest route to take. Hiring a company can provide guidance and direction for your campaign, not to mention the greater universe of healthcare providers you will be able to reach.

Upon determining you want to hire a messenger company, there are some key ideas to keep in mind:

  • Ensure your messenger is working with an email service provider that has great Internet service provider relations.
  • Check to make sure the company is willing to help you plan your campaign. You know your customers just as the messengers know email. Collaborating will encourage an effective email marketing campaign.
  • Next, make sure email quality is flawless. Your email lists should be quality. If your emails are going to out-of-date addresses or emails not used for business, your campaign may be lost.
  • The last thing to consider is the messenger’s ability to target. Target lists should be mentioned to produce results of your campaigns. In-house email marketing may not be able to track this.

Creative is also something to take very seriously when it comes to email marketing campaigns. Creating a thoughtful ‘From’ and ‘Subject’ line will grab the reader’s attention right off the bat. This is when the recipient decides if they want to open the email or discard it right away. Terry Nugent explains that, equal time should be spent on those lines as the body of the email. Just because the recipient opened the email doesn’t mean they will continue to read it.

Keep in mind that creative and content should be run through the MLR, medical legal regulatory. Once you and the messenger have decided the best content, you precede to run it by the MLR. Keep in mind once it is submitted, you cannot change your email campaign.

Pharmaceutical marketers may have many tactics for creating online marketing strategies. Terry Nugent explained that email marketing provides great voice and online presence with the right messenger company and creative strategies. Don’t hesitate to test your email marketing with a reliable messenger company today.

About Medical Marketing Service, Inc.

Marketing Service, Inc. (MMS) delivers pharma marketing messages to over 1.5 million healthcare professionals via email, and lists that enable pharma marketers to reach over 2 million healthcare professionals with multichannel campaigns. MMS is a database licensee of the American Medical Association (AMA), the American Academy of Physician Assistants (AAPA) and other leading healthcare professional associations. MMS has over 80 years experience in the field.

Terry Nugent has over 30 years of experience in healthcare professional direct marketing at the American Medical Association (AMA) and (since 1989) Medical Marketing Service, Inc. (MMS), where his responsibilities encompass list management, advertising, marketing, promotion, and client professional development. Terry is a member of the Medical Advertising Hall of Fame Board of Directors. He is a Past President of the Midwest Healthcare Marketing Association (MHMA), He is a frequent speaker at industry events and has been published by industry journals including PharmaVoice.

For more information, visit http://www.mmslists.com

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