Recently, we have conducted a research on the topic of e-mail communication among patients and physicians. There is some data that we have collected through our healthcare portal for general public.
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We asked potential patients questions related to the use of e-mail for their communication with physicians.
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E-mail marketing is one of the most effective ways of addressing your existing and potential customers. The relatively low cost of e-mail marketing (due to applying economy of scale) is not the only advantage of this marketing channel. The other facts in favour of e-mail marketing include: possibility to call for an immediate response and possibility of a very detailed analysis of respondents’ behavior.
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When we prepare our e-campaigns, HTML emails are always one of the channels we use for inviting physicians. There are certainly pros and cons, but the advantages dominate. Not only that a nicely designed email in HTML format can be pleasing the eye of the addressees, but it also enhances corporate, brand or product identity.
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Good question, I think we really lack ROI studies on e-projects. Lots of great stuff is done, but I have the impression we almost never measure the effectiveness...
I am wondering, why so many questions and questionmarks arise around ROI of e-projects. E-projects usually take about 3% of the whole marketing budget in pharma. All the other 97 % are spent and ROI is very rarely measured and questioned in these. Why to bother so much about ROI of e. Should not we start using it and see real resulst and impact in our target audience behaviour?