Multichannel marketing provides an opportunity for medical manufacturers and pharmaceutical companies to spread awareness of their offerings on a variety of platforms. Businesses should provide content on every channel their target audiences are known to gather and interact with materials.
While searching for new channels for marketing efforts, companies can’t neglect traditional options with proven success. Medical Marketing and Media used data from Kantar Media to demonstrate medical journals are still a strong platform for advertisements in the health industry. In 2015, medical-surgical print journal spending increased 8.4 percent and print ads grew 7.9 percent.
Physicians and other health professionals still turn to printed materials to learn about recent industry studies and medical findings. Medical email marketing campaigns should work in conjunction with print ads, while taking advantage of the benefits provided by both.
Consistency across mediums
Companies must create ongoing partnerships with medical professionals. This means every piece of marketing created by manufacturers and other businesses must communicate consistent information. The MyCustomer blog said each channel used by organizations must have equal priority and demonstrate a singular brand.
Not only should medical email marketing and print ads share content, terms and marketing phrases, but consistency should extend to images and design styles. Both of these mediums can profit from short and engaging content that provides opportunities to learn more.
It can be difficult to summarize educational materials about company offerings and how they relate to the latest science. While the information needs to be consistent, marketers must recognize the needs of particular channel audiences and balance a central brand with personalized messages.
Magazines as a source of physician emails
Each piece of marketing should be formed as an introduction with opportunities to continue the conversation in the manner readers find most convenient. A magazine ad can offer email addresses so doctors can voice their direct feedback or sign up for similar education materials.
When doctors sign up for mailing lists, it’s important marketers collect data on how they heard about the business. Grouping contacts by initial communications, type of medical practice and other demographics helps companies personalize future messages to targeted audiences.
Companies should use a data cleansing service before launching new multichannel campaigns. Businesses need accurate datasets when they collect new contacts so they can recognize the exact effects of advertising and create correct profiles.
Put print options in emails
Personalizing medical email marketing to audiences means the content has to offer them information and communication features they will find the most helpful. If medical contact lists show a target audience prefers print materials, emails should also offer chances to send education materials in a physical form to doctors.
A recent Healthlinks Dimensions survey titled “Annual Healthcare Professional Communication Report 2016” found a majority of doctors prefer emails for initial contacts, and 48 percent want to see further materials in print form so they can share research and educational content with patients. Making information as convenient as possible helps businesses become an ongoing partner for treating patients and overcoming daily obstacles.
Email is faster and more flexible than most print options, but each platform has unique features companies can use for communication.