Reaching HCPs most effectively
The 2006 Experience
Emails are critically important to reaching HCPs, complementing other in-person communications
The main challenge is getting customers to open and read them. As people’s inboxes are inundated, they ignore countless messages, presenting a significant barrier for the brand in getting the word out
Subject lines are imagined as a one-size-fits-all, blasted out with little ability to address specific customer careabouts in one overarching objective
15 years ago, email campaigns were not as customer-centric as we would have liked; verifying and authenticating appropriate targeted audience lists were not in the picture—neither was hypertargeting
The 2021 Experience
Today, one of the most strategic ways to reach HCPs is through social media, leveraging platforms that they are already on and trust for both professional and personal reasons
There are more social channels and products than ever, with the additions of visual and video-first platforms such as Instagram, TikTok, and Snapchat
Experiences and messaging of social media provide a more authentic and personalized touchpoint, presenting the opportunity to humanize clinical information in a more conversational and approachable format
Leveraging platform targeting and customer data, social media allows marketers to precisely speak to intended audiences with custom messaging, synchronizing with other brand touchpoints
