October 2023 - Medical Digitals

The healthcare industry is vast, with various specialities and sub-specialties. Therefore, for Life Science and Health companies looking to market their products or services, more than a one-size-fits-all approach is required. Doctors, being at the forefront of patient care, are critical stakeholders. So it is important when creating doctor marketing strategies, or any healthcare marketing strategy, that it appeals to their individual needs and concerns. This blog will cover how to create a compelling strategy that connects with doctors and supports you in reaching your marketing goals.

Understand Doctors Personas

Understanding & developing the personas of your doctor as a target audience is the first step in creating a doctor marketing strategy. Not all doctors have the same concerns or needs. A cardiologist’s priorities differ from a dermatologist’s. Knowing your target audience is essential to having a successful medical marketing strategy. To understand your audience, it’s important to stay updated with market trends. Further, learn and optimise your marketing strategy from the current client’s feedback.

You can also use our persona template to fill in the necessary information to understand HCPs and patients. Use the link below to download the template.

Download the HCP Persona Template

Healthcare Professional Persona template

 

Ways to Stay Updated
  • Reviewing medical journals or reviewing relevant online healthcare communities
  • Attend various medical conferences to interact with and understand your target group. 
  • Engagement on social media is becoming highly vital; understanding what potential audiences like and share is crucial to knowing who they are. 
  • Regular market research through focus groups or surveys and questionnaires can help you get direct insights from doctors about their preferences, concerns, and unmet needs.

Inform Doctors About New Medical Practice

Doctors are lifelong learners. They value content that adds to their knowledge and assists them in providing better patient care. Therefore, a Life Science company must know and share the most recent medical practices. This can be done by providing various webinars, workshops, whitepapers and case studies.

Share scientific data, research findings, or case studies that highlight the usefulness and benefits of your product/service. Investing in marketing assets like whitepapers, case studies, webinars, and workshops can effectively address these needs, building trust, credibility, and long-term relationships with Healthcare Professionals.

Optimise Your Website Based on Doctor Personas

In an industry where innovation, research, and data-driven solutions are essential, a website must showcase a company’s advancements, products, and breakthroughs in a structured and compelling manner.

Additionally, as healthcare professionals, researchers, and potential partners increasingly turn to digital platforms for information and collaboration, a user-friendly and informative website ensures that a life science company can effectively engage its healthcare community, building trust and credibility. To learn more about developing a web platform with us, check out our guide on web development.

Engage Doctors with Email Marketing

Email Marketing has various benefits, from creating strong client relationships to high ROI. Offering a direct channel to your doctor’s audience’s inbox for consistent and personalised engagement. Turning your marketing strategies into creating a personalised email marketing strategy would enhance the user experience and advance brand loyalty.

The fact is that 77% of marketers have seen an increase in email engagement since the start of their email campaign. When executed effectively, this approach ensures doctors feel valued and understood, ultimately encouraging long-term relationships and boosting overall sales and engagement. Learn more about email marketing with our guide to continue to thrive in the Healthcare industry.

Use Social Media Marketing to Connect with Doctors

Embracing social media marketing is essential for any healthcare business. Platforms like LinkedIn, Xing, Threads, etc., offer a tremendous opportunity to engage, inform, and connect with doctors efficiently. Below is a list of platforms that can be used to optimise social media marketing.

LinkedIn

LinkedIn, often considered the “professional social network,” is a prime platform for Life Science companies to showcase their expertise, products, and services. It offers features like:

  • Advertising to Healthcare Professionals: Based on the HCP job title, skills, interest, age, location and other elements to narrow down your targeting, you can show your ad effectively to HCPs.
  • Articles & Posts: You can share insights, recent developments, and industry trends through organic content or paid ads.
  • Company Pages: Don’t underestimate the value of optimising the company page. You must highlight your company’s milestones, products, and services.
  • Networking: Connect directly with doctors, healthcare professionals, and other industry peers. Engage in meaningful conversations and participate in specialised healthcare groups.

Below is an example of Bayer posting an educational LinkedIn post to engage the target group.

Xing

  • Popular in German-speaking countries, Xing is another professional networking site similar to LinkedIn. For LSH businesses targeting the European market, especially the DACH region (Germany, Austria, Switzerland), Xing can be a goldmine:
  • Profiles & Company Pages: Showcase company achievements, product launches, and more.
  • Events: Promote webinars, workshops, and other events tailored for the medical community.
  • Networking: Connect with medical professionals, gather feedback, and build collaborations.

Threads

While not as distinguished as other platforms, Threads can offer niche audiences, and it is a relatively new platform compared to others. It means that ads are currently very cheap compared to the other platforms. So, take advantage of this platform before it gets expensive. Besides, within the platform, it is crucial to:

  • Engage in Conversations: Participate in relevant threads, share insights, and answer queries.
  • Share Information: This platform will distribute recent studies, whitepapers, or other information.
  • Build a Following: Consistent and quality participation can help you gain a dedicated follower base, ensuring your messages reach a targeted audience.

X [Former Name: Twitter]

Despite its name change, X remains a vital platform for quick, real-time updates and engagements. The feature X includes:

  • Live Updates: Share real-time happenings, be it a product launch, a seminar, or a significant industry development.
  • Engage with Influencers: Engage with healthcare influencers, reshare their content, and participate in relevant hashtag trends.
  • Feedback and Interactions: Quick polls, Q&A sessions, or simply sharing snippets of valuable information can help keep your audience engaged and informed.

By harnessing these platforms effectively, Life Science companies can create a wave effect, expanding their reach and solidifying their position in the medical community. As shown below, even simply posting relevant topic information can increase engagement.

Use SEO Tactics to Reach Out to Doctors

With healthcare marketing, it’s essential to grasp healthcare professionals’ terms and phrases when seeking information on search engines. Digital tools like Google’s Keyword Planner, SEMrush or Ahref are vital in identifying these phrases for your marketing efforts. Using these platforms can help you rank higher in search engine rankings.

Moreover, optimisation for local search becomes essential if your healthcare products or services are concentrated in specific locales. This involves claiming and verifying your business on platforms like Google My Business, gathering reviews, and providing contact information on all social media platforms.

Integrating these search engine optimisation techniques ensures Life science companies can share valuable content with doctors and boost their visibility online.

Take Advantage of a Patient-Oriented Healthcare Marketing Strategy

Doctors have a deep-seated commitment to their patients. Showcasing how your medical products can enhance patient outcomes becomes essential to healthcare marketing strategy.

Therefore, any product, service, or innovation introduced by life science companies should align with this central mission of delivering tangible patient benefits.

Engage Doctors with Google Text Ads

When Life Science companies want to reach doctors and other healthcare professionals, one of the most effective ways is through Google Text Ads. These ads are often seen atop and beside search results. It can target specific queries that doctors might use to gather information or seek solutions.

  • Targeted Keywords: By leveraging keyword research tools, life science companies can discover the most searched terms by doctors in their field. Whether it’s a medical procedure, equipment, or recent research, the right keywords can ensure your ads appear at the right time for the right audience.
  • Customised Ad Copy: Tailor your ad copy to address the specific needs or concerns of the doctors. Highlight benefits, call-to-action, unique selling points, or other unique offerings that appeal to doctors.
  • Landing Page Relevance: Ensure your ad leads to a highly relevant landing page. Suppose a doctor clicks on an ad about a specific medical device. In that case, they should be taken to a page detailing that device, its benefits, and its applications rather than a generic homepage.
  • Monitor & Optimise: Regularly track the performance of your ads. Analyse click-through rates, cost-per-click, conversion rates, and other vital metrics. Use this data to refine your ad strategy and achieve better results.

Don’t Neglect the Healthcare Advertising Rules & Regulations

Understanding the complexity of marketing within the healthcare industry is challenging, mainly due to the countless advertising rules and regulations. These regulations protect consumers and healthcare professionals from misleading or inappropriate information.

  • Accuracy is Key: Every claim made in your advertising, especially those related to health outcomes or product efficacy, must be accurate and backed by scientific evidence. Making bloated or false claims can lead to severe penalties and damage your company’s reputation.
  • Patient Privacy: If using patient testimonials or data in your advertising, ensure you have the necessary permissions and that all personal information is anonymised or protected to uphold patient confidentiality.
  • Understand Regional Differences: Healthcare advertising regulations can vary significantly from one region or country to another. Understanding and adhering to local regulations is essential when targeting doctors in specific geographies.
  • Regular Training & Updates: Continuously educate your marketing team on the latest advertising regulations. Keeping your team informed can help prevent unintentional breaches and ensure compliance.

Engage Legal Counsel: Given the complex nature of healthcare advertising regulations, reviewing your advertising materials with legal professionals specialising in healthcare marketing is wise.

By being aware of and respecting these rules and regulations, life science companies can establish trust within the medical community and maintain a positive, ethical reputation.

For further information on the regulation of healthcare marketing, Google has more insights here. You can also contact us to develop a step-by-step solution for your marketing goals in the healthcare industry. We have been running Google ads for more than 10 years and mastered it. To contact us, simply click this link and follow the instructions.

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In today’s age, much of healthcare marketing is based on building a solid digital marketing strategy. Most, if not all, companies rely on Google ads for the healthcare sector to build their brand. For Life Science companies (LSH), Google ads are a crucial tool to use, particularly when targeting Healthcare Professionals and Patients.

The following blog will address the importance of Google ads within Healthcare marketing, the benefits of using these ad campaigns in Healthcare marketing and how to use these to ensure a successful Google ads campaign effectively.

Importance of Google Ads for Healthcare Marketing

Google Ads’ data-driven approach ensures cost-effective campaigns, encouraging growth and delivering essential health services. Integrating Google Ads in Healthcare marketing can boost your business effectively. So, make sure to take advantage of the importance of Google ads, as described below.

Reaches a Targeted Audience

Google Ads allows companies to specifically target their ads based on numerous criteria, including geographical location, search queries, and browsing behaviour. This means that for Life Science companies, you can present your brand directly to those actively searching to expand their Healthcare services or products further, ensuring brand exposure to a relevant audience.

Increase Visibility Quickly

Unlike organic search strategies, which can take time to build traction, Google Ads provides immediate visibility. By taking advantage of a paid search engine, you can ensure top placement in Google’s search results, making your main/landing page more visible to potential clients in the Healthcare industry.

To ensure that a brand is on top of the search engines, start with keyword bidding. Here, Healthcare marketers can choose specific keywords they want to target. They then bid on these keywords, essentially competing with other Healthcare ads for the opportunity to have their ads displayed when these keywords are searched.

Once users search these keywords, the corresponding ads might appear based on the bid amount, ad relevance, and other criteria. If a user clicks on the ad, the advertiser pays a fee to the search engine, a model commonly known as “pay-per-click” or PPC. These ads lead the target audience to designated landing pages on the advertiser’s website, tailored to the initial search query.

The strength of paid search lies in its ability to offer immediate brand visibility, targeted reach based on precise criteria, controlled budgeting, and measurable campaign results.

Promote Brand Differentiators

Healthcare marketers can use ad extensions and different ad formats. Brands can highlight their unique selling points, specialised services, testimonials, or industry certifications. This not only informs potential clients but also positions the brand as a leader in the Healthcare industry.

Builds Trust Through Transparency

Ad transparency is becoming increasingly important due to growing concerns over privacy, misinformation, and the overall ethics of advertising. Digital marketing efforts aim to build trust with audiences and empower users with knowledge about the content they encounter.

Therefore, transparency is vital in the Healthcare sector. By clearly mentioning accreditations, certifications, or connections in ad campaigns, Healthcare brands can quickly establish trust with potential clients.

Increasing Brand Recognition with Retargeting

Google Ads allows Healthcare advertisers to remarket their brand by enabling them to display ads to users who have previously visited their website or landing pages. This will nurture the web visitors further and generate higher conversions.

Measure and Refine for Consistent Branding

One of Google Ads’ standout features is its analytics. Healthcare brands can gain insights into which ads resonate most with their audience. LSH brands can monitor their ads’ performance and dive deep into metrics that show user behaviour and preferences. By understanding which ads have the most engagement, clicks, or conversions, these brands can identify what truly resonates with their audience.

Measure Google ads

This valuable data provides a narrative of audience preferences and behaviours. With this continuous feedback loop in place, brands can refine and adjust their ad messaging, optimising for clarity and impact.

The end result is an up-to-date communication strategy that upholds the brand’s identity and effectively reaches its target audience.

Educate Through Content Promotion

To create a successful ad campaign, an LSH enterprise can use Google Ads to promote valuable content like research studies, blogs, and whitepapers that they have done in the past.

This proactive approach of sharing knowledge elevates the brand’s visibility in search results and establishes its position as a trusted resource and thought leader among Healthcare professionals. Over time, this can foster greater trust and engagement from current and potential clients.

Control the Narrative

In a field like Healthcare, news – both positive and negative – can spread rapidly. Google Ads provides a platform to control the narrative. Healthcare advertisers should take advantage by creating a campaign to spread the word.

A timely ad campaign can spread the word if there’s a significant positive development. Moreover, if there’s misinformation, a well-placed ad can direct people to accurate resources.

How to use Google Ads in the Healthcare sector?

Google Ads is key for growing digital health brands, but using it correctly can be tricky because of Google’s strict rules for healthcare ads. Avoiding mistakes is crucial as they can be expensive and can stop the business growth. Brands need expert help to understand and follow Google’s rules and to know what to consider when starting Google Ads in healthcare. Below, we have described the vital points to consider while setting up your Google ads.

Understand the Regulations

Before launching any advertising campaign in Healthcare, it’s important to understand the advertising regulations from Google and local governing bodies.

According to Google ads, there are specific policies for the healthcare industry. The main highlighted points to keep in mind are outlined below:

  1. Prohibited Content
    • Sale of prescription drugs.
    • Unapproved pharmaceuticals and supplements.
    • Products with misleading claims or that are marketed in an untruthful manner.
  2. Restricted Content
    • Online pharmacies (must be certified by Google).
    • Prescription drugs (allowed in certain countries with specific requirements).
    • Over-the-counter medication (subject to local regulations).
    • Pregnancy and fertility-related products and services.
  3. Editorial and Technical: Advertisements must meet specific quality standards and should not exploit sensitive events or topics.
  4. Legal Requirements: Advertisers must comply with local laws and regulations, including acquiring necessary authorisations, licenses, and approvals.
  5. Change History: Google keeps a log of changes to this policy, which can be referred to for updates.

Set Clear Objective

Determine what you aim to achieve with your ads. This could be:

  • Raising awareness about a new medical procedure or service.
  • Promoting a health-related event.
  • Educating the audience about a health issue.

Conduct Thorough Keyword Research

  • Use tools like Google’s Keyword Planner to identify what potential patients or clients are searching for.
  • Be specific. Instead of broad terms like “dentist”, use “pediatric dentist in [City Name]”.
  • Understand search intent. Someone searching for “symptoms of flu” might benefit from an ad about flu prevention or treatments.

Craft Relevant and Empathetic Ad Copy

Given the personal nature of health-related searches, your ad copy should:

  • Address the user’s concern directly and empathetically.
  • Avoid making claims that can’t be guaranteed.
  • Include a clear call-to-action (CTA).

Use Ad Extensions

  • Sitelink Extensions: Direct users to specific pages on your site, like “Meet Our Team” or “Services”.
  • Call Extensions: Allow users to call your facility directly from the ad.
  • Location Extensions: Help clients find where you are located easily.

Optimise Landing Pages

Ensure the page you’re directing traffic to:

  • It is relevant to the ad.
  • It is relevant to the ad.
  • Loads quickly.
  • Is mobile-friendly.
  • Contains clear information and a CTA.
  • It avoids medical jargon and communicates clearly to everyone, including the target audience.

Implement Audience Targeting

  • Demographics: Target based on age, gender, parental status, etc., if relevant.
  • Geotargeting: Particularly important for local Healthcare providers.
  • Affinity & In-market: Target users based on their broader interests or those actively seeking specific services.

Utilise Remarketing

While it’s essential to be sensitive, remarketing can be effective for more general Healthcare services or educational content.

Monitor and Adjust

  • Regularly review the performance of your ads.
  • Adjust bids, refine keywords, and tweak ad copy based on what’s working best.
  • Implement A/B testing to determine the most effective ads.
Google ads resporting

Stay Updated and Educate

Healthcare is a rapidly evolving field. Stay updated with the following:

  • Regularly check Google’s policies for Healthcare advertising.
  • Attend webinars or workshops focused on digital advertising in Healthcare.
  • Ensure all team members involved in ad creation and management understand Healthcare regulations.
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Email marketing remains a powerful tool for businesses across various industries in today’s digitally-driven world. As it provides multiple benefits, email marketing can be a game-changer for Life Science and Healthcare (LSH) companies focusing on healthcare marketing.

It offers a unique opportunity to connect with Healthcare Professionals, researchers, and stakeholders in a personalised and efficient manner, amongst other benefits.

This blog will look at the various ways Life Science companies can harness the potential of email marketing to continue to thrive in the Healthcare industry.

Email Marketing Importance in Healthcare

While many might view email as a traditional or outdated tool, its potential and impact, especially in Healthcare marketing, are profound. Through email campaigns, LSH companies can share valuable insights, research findings, and product updates directly with patients and HPCs.

The following reasons shed light on why Healthcare marketers should prioritise and focus on email marketing.

Develop relationships with HCPs

The main advantage of creating an email marketing campaign is that it allows LSH companies to build strong and lasting relations with HCPs that encourage trust and engagement.

LSH enterprises can share specific research updates, reports, and helpful information through tailored email content to develop brand goodwill and understanding.

Generates Leads: Advantages HCP

When Life Science and Healthcare (LSH) companies use email campaigns, they effectively draw more attention and interest to potential clients or partners. This increased engagement is more than just numbers; it transforms into meaningful opportunities. For example, Healthcare professionals benefit from this strategy by receiving crucial information and innovative solutions tailored to their needs.

Increases Website Traffic

An effective life science marketing strategy can drive more traffic to your website, where potential customers can access in-depth information about your products and services.

Email marketing educates them, positions life science companies as a reliable source of valuable information in the Healthcare domain, and further builds brand awareness.

Cost-Effective Tool with a High ROI

When creating a digital marketing strategy, it is important to understand what action can initiate a high Return on Investment (ROI); email marketing is one of the top strategies to increase one’s ROI. This is because it usually receives better audience engagement than any other channel.

Increases Brand Awareness

As explained previously, there are various benefits in creating an email campaign for an LSH enterprise, such as higher traffic to your website and stronger customer relationships; email marketing campaigns raise one’s brand amongst patients and HCPs, thus making a life science company more recognisable and becoming a trusted name in the life science industry.

Manage Messages Efficiently & Transparently

Email marketing enables efficient and traceable communication, ensuring that messages reach the right recipients and allowing for easy tracking of engagement and interactions.

By using these email marketing tactics, a company can gain a deeper insight into one’s email performance by leveraging email marketing platforms, such as HubSpot or MailChimp. These platforms can show you who opened the emails, which links were clicked, and even the time spent reading the content. 

Track Patients & HCPs Engagement 

Email marketing enables efficient and traceable communication, ensuring that messages reach the right recipients and allowing for easy tracking of engagement and interactions.

By using these email marketing tactics, a company can gain a deeper insight into one’s email performance by leveraging email marketing platforms, such as Hubspot or Mailchimp. These platforms can show you who opened the emails, which links were clicked, and even the time spent reading the content.

Delivering Value to the Target Audience

Email marketing can provide HCPs with timely medical updates and best practices while offering patients personalised health tips and treatment information, encouraging informed decisions and better health outcomes.

Email Marketing Strategies for the Healthcare Industry

When writing a compelling email to the target audience, it’s important that it stands out to the client’s eye. Various strategies LSH enterprises can use to reach HCPs creatively and effectively. 

Life sciences companies should extend their marketing efforts to create a successful email campaign by using various tactics to target their HCPs. The main tactics are described below:

Personalization is Key

Personalised content resonates more with a company’s target audience, ensuring they receive relevant information.  

Including key tactics that make an email more personal is vital in order to reach HCPs, as this ensures that relevant information is received.

Various platforms, like Hubspot or Mailchimp, provide examples of detailed information on strategies, tips and other tricks for creating emails that engage with HCPs.

Customised emails generate higher open rates as the recipients are more likely to capture the recipient’s attention, leading to higher open rates. Tailored content resonates better with healthcare professionals, leading to higher click-through rates and engagement with the content inside the email. Lastly, personalised emails make HCPs feel valued and recognised, boosting a sense of trust and loyalty.

Segmentation

Before sending out emails to potential clients, it’s important to understand them and know who they are; that way, it is easier to create personalised content. Therefore, the target group is segmented into various categories such as business type, role, geographic location, engagement level, size and scale of operations, trade-show attendance…etc

Healthcare professionals have specialised areas of expertise, whether it’s oncology, cardiology, or any other domain. Segment the email list based on these specialisations and tailor your content to address each group’s interests, challenges, and needs.

For example, if you have a breakthrough in cardiology research or products, ensure that cardiologists in your list are the first to know.

Educational and Evidence-Based Content

Healthcare professionals value scientific evidence and education. Instead of mere promotional content, prioritise sharing recent research findings, case studies, whitepapers, or webinars relevant to your products or services.

To establish a successful customer relationship management strategy (CRM), emails should offer more than just transactional notifications or standard updates. Life science companies aiming to differentiate themselves should embed their communications with rich, value-added content.

This includes providing comprehensive insights into the latest medical breakthroughs, offering analytical perspectives from renowned industry authorities, and showcasing advancements in health technologies or methodologies. LSH companies cement their position as thought leaders by consistently delivering high-quality, relevant information.

Furthermore, this approach goes a long way in nurturing and deepening relationships with other businesses, encouraging an environment of mutual trust and collaboration in the Healthcare industry.

Use Visuals and Infographics

In most cases, Healthcare Professionals easily digest visual infographics, diagrams and other visual figures. Furthermore, they are an attractive technique to keep the audience engaged with the email.

If the aim is to inform Healthcare Professionals about new complex data, incorporating visuals, diagrams, and infographics is more effective. These can effectively convey research findings or product benefits at a glance.

Clear Call-to-Action (CTA)

Clear and detailed communication becomes vital while focusing on email marketing in the Healthcare sector. To reach your patients and HCPs, the call-to-action (CTA) in their emails is a pivotal bridge between providing information and achieving a desired response.

Whether the intention is to prompt the client to schedule a consultation, inform about a groundbreaking research study in the specific field of the target audience, or explore a novel healthcare solution, the CTA must be unmistakably clear and compelling.

By ensuring this clarity, life science companies can drive their B2B partners and stakeholders toward meaningful interactions, thereby maintaining conversion rates and encouraging deeper business relationships.

Mobile-Friendly Design

With increasing number of users accessing emails on mobile devices, ensuring that your email design is responsive and mobile-friendly is crucial. An uninterrupted reading experience, irrespective of the device, enhances user engagement.

Offering a fluid and hassle-free reading experience, regardless of whether the recipient uses a desktop or a smartphone, can significantly uplift user engagement. In essence, ensuring mobile optimisation is not just about convenience; it’s about ensuring continuity of communication at each touchpoint.

Compliance with Regulations

The healthcare industry deals with sensitive information. Ensuring email campaigns comply with regulations like the Health Insurance Portability and Accountability Act (HIPAA) is essential.

By demonstrating compliance, life science companies protect sensitive data and can build a reputation as trustworthy and diligent partners. In a domain where data breaches can have profound ramifications, regulatory adherence in email communications emerges as a cornerstone of encouraging lasting relationships with HCPs and patients.

Regular A/B Testing

A/B email testing, often referred to as split testing, involves sending two different versions of an email to see which one performs better. It’s a method to determine the most effective email content, design, or subject line for a particular audience.

In this process, one variable (like the subject line, CTA, or email design) is changed while everything else remains consistent. The performance of each version is then measured based on metrics like open rate, click-through rate, or conversion rate. The version that achieves the best results becomes the reference for future email campaigns.

Consistency is key

While regular communication is good, constant emailing can be counterproductive. Striking a balance ensures that the audience remains informed without feeling overwhelmed.

Many CRM platforms, like Hubspot, provide valuable insights on when it is best to send emails. All of this information can be done by creating a workflow in these platforms. Lastly, most social platforms provide information on which days it is best to send an email and at which time.

How to Measure Your Email Marketing Success?

Email marketing is a powerful tool for life science companies in the healthcare industry, but you need to track its performance effectively to maximize its impact. Here are some essential KPIs to monitor:

Click-through rate ( CTR)

The click-through rate (CTR) is a pivotal metric that evaluates how successful your email’s call-to-action (CTA) is at engaging recipients. If many people click on the links inside an email, that’s a good sign; it means they’re curious about what you share, like new health technologies or research collaborations.

Regarding the life science industry, the average CTR tends to hover around 1.5% to 3%. However, this may depend on various factors such as the demographics, location, and job roles… etc.

Conversion Rate

The conversion rate reflects the effectiveness of an email campaign in achieving its intended goals, which could include actions like requesting a product sample, attending a medical conference, or participating in a clinical trial. This metric reveals the percentage of recipients who completed the desired action after engaging with the email.

For LSH companies, a conversion could manifest in several ways, depending on the campaign and the firm’s objectives. It could be a sign-up to a webinar about new medical technologies, a download of a white paper on a groundbreaking clinical study, or a request for a demo of novel lab equipment.

Open Rate

The open rate measures the percentage of recipients who opened the email. A high open rate suggests that a firm’s subject lines and sender identity are compelling, driving recipients to explore your content further.

However, remember that the open rate doesn’t guarantee engagement beyond email opening.

Bounce rate

Email bounces can hinder the delivery of messages to healthcare professionals and researchers. There are two types of bounces:

Hard Bounce: These occur when the email address is invalid or doesn’t exist. Removing these addresses from your list is crucial to maintaining a clean and accurate email database.

Soft Bounce: Soft bounces are temporary issues, like a full inbox. You may consider reattempting delivery to soft bounce addresses in future campaigns.

The bounce rate represents the percentage of emails that bounced relative to the total number of emails sent.

A high bounce rate can negatively impact your email deliverability. This is mainly because it can cause your emails to land in the spam folder.

Unsubscribe Rate

The unsubscribe rate indicates the percentage of recipients who opted out of receiving your emails after opening or engaging with them.

Monitoring this metric is essential to assess the quality of your email content and ensure that your subscribers find value in your communications.

List Growth Rate

The list growth rate measures how rapidly your email subscriber list expands over time. A healthy list growth rate demonstrates that your email marketing efforts attract new subscribers and increase your outreach within the life sciences community.

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