Digital marketing, specifically through email, is an essential tool for any B2B healthcare marketing strategy. While face-to-face interaction remains an important part of the industry, the proliferation of digital-first healthcare communications has changed how to successfully get your products in front of healthcare professionals. That means having a robust, high-quality list.
There’s no shortage of email lists out there claiming to target the right healthcare professionals, but the truth is that it can be a challenge to find high-quality, clean lists that will help you succeed. The good news is that it doesn’t have to be!
Here are the top factors you should consider to find the best physician email list for your digital marketing campaign.
List cleanliness refers to making sure that you’re using active email addresses and talking to people who are listening. Otherwise you’re throwing your money away.
To determine the cleanliness of a list, ask your provider the following questions:
- How were the emails sourced? Does each physician on this list know that their email address is included?
- Is the list opt-in or double opt-in? While opt-in lists are better than spam lists (where the email addresses were taken without permission), double opt-in is better. Opt-in lists are by and large what’s called graymail, which means that members opted in but don’t really want to receive emails. (For example: if a company offers 10 percent off in exchange for your email, you think: eh, might as well. That’s graymail.) Double opt-in, on the other hand, guarantees that the people on your email list actively want to receive emails from you. This is done by requiring them to sign up and then confirm that they did indeed sign up and want to receive communications.
Determining the cleanliness of your list also helps you determine whether it was compiled in an ethical manner. You don’t want to spam anyone or send unwelcome emails, which could not only hurt your specific campaign but also your overall business and reputation.
Segmentation refers to how the list is broken down by specific categories and traits. Having access to large, double opt-in email lists is all well and good, but not every healthcare professional is going to be interested in the same communications.
For example: A physical therapist will not be interested in a prescription medication meant to help fight migraines; an ophthalmologist does not want to read about cutting-edge equipment for physical therapy offices serving people with knee injuries.
This means that you want your lists to be well-segmented so you know you’re sending the right message to the right people. Doing this effectively is a matter of identifying how much information is provided about each contact on the list. If a list simply includes names and email addresses without any other indication that they represent the audience you are trying to reach, it's likely that it is not high-quality.
Looking for tips on crafting the strongest emails for your marketing campaigns? Download our free Email Guidelines and Best Practice Suggestions Ebook.
When it comes to this factor, the bigger list is generally better. At the end of the day, email marketing—even when well-segmented and clean—is a numbers game. Even the best marketing emails can go unopened. Selecting a list large enough to account for a realistic rate of unopened emails will be critical to hitting your KPIs for converting email opens to a closed sales.
Support from the list provider
Much of the guesswork associated with developing an email campaign can be eliminated when you work with a trustworthy healthcare marketing partner who makes it their mission to maintain robust, high-quality email lists.
There are plenty of healthcare marketing companies that compile lists, but in order to be able to deliver a successful campaign to the right HCPs and pharmacies, you need to be sure that you find a company that provides a greater level of support.