4 Tips Professionals Use For Email Newsletter Campaign Effectiveness

While most marketing professionals agree that email newsletter campaigns are a great and cost effective way to maintain contact with your clients, some may be on the fence about using email marketing to help attract prospects into becoming clients. The questions becomes, what is the best way to present pertinent information without overwhelming an audience, become the authority and have lasting power among the rest of the marketing messages seen within a day?

email effectiveness

Here are four tips you can incorporate into your next email campaign to see improvements in your marketing efforts:

1. Design for all Formats:  91% of Healthcare Professionals use email daily. Design your creative to facilitate smartphone/tablet reading.  This will allow you to give a clear and clean message no matter what device it’s being read on. Include pre-headers,  larger calls to action, smaller paragraphs with shorter line lengths, and bulleted lists.

2. Get Personal:  Your recipients want to feel as if your message was personalized for them.  Make each message personal by tailoring the content to what is important to them. Link to case studies, brochures, articles that allow a recipient to get more information when needed.

3. Don’t re-route them to your Home page: You should try to place links on a targeted page of your website that describes a product or service they need. By presenting unique info in your newletter with links that drive traffic to something specific, you have a better opportunity to engage the recipient. Additionally, it will let you know which information and segments were the most engaging and successful in your campaign.

4. Let them take the bait: A thousand-word essay isn’t the best format for your newsletter. Even five hundred words can be excessive. Your recipients want valuable information in as few words as possible. If you can deliver this in your email campaign, you will be effective in holding their interest. A simple trick is to offer the first 2-3 sentences of your article, blog post, case study or white paper in the email campaign, and include a link to the specific section of your website where people can visit to read more.

When it comes to publishing an email newsletter, information overload can be tempting. However, you should think of your message as more of a trailer as opposed to the full feature. For instance, if your latest article entails the top patient medical trends for 2014, give a preview of the list, titles only, and no descriptions. This will get your readers’ and clients’ curiosity, and clicking the link, leading to the full article, should obtain their attention.

For more tips about email marketing campaign effectiveness, contact MMS at 1-800-MED-LIST or visit our website at www.mmslists.com.

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Reaching Out to Nurse Practitioners

Nurse Practitioner

As the Affordable Care Act begins to roll out, it is time to recognize the importance of Nurse Practitioners to their field, and be aware of the key role they play in the lives of patients. In at least 18 states, Nurse Practitioners can practice independently, without the supervision of a physician to diagnose, treat, and prescribe medications to patients. Also, Nurse Practitioners have varying degrees of prescribing privileges in all 50 states.

As health insurance coverage becomes available to millions of Americans under the Affordable Care Act, an inevitable doctor shortage gap will emerge. Nurse Practitioners will be the solution to that shortage, through independent practices as well as employment to a physician practice. As an influential healthcare profession, it is also the perfect opportunity to find ways to build Nurse Practitioners into your current marketing plan.

There are currently more than 180,000 Nurse Practitioners in the United States alone that work with their patients daily to make educated decisions about their healthcare and lifestyle. And with more than 600 million visits made each year to Nurse Practitioners, it is vital that they stay involved with the ever-changing healthcare world. The Association of American Medical Colleges estimates the U.S. is currently short more than 9,000 primary care physicians, a number expected to grow to 65,800 by 2025. This shortage makes Nurse Practitioners a welcomed resource to many groups, especially because the patient care handled by Nurse Practitioners is wide and diverse.

Nurse Practitioners play an active role in providing primary, acute and specialty healthcare to a valuable patient population, including our nation’s service members, veterans and family members. Licensed, expert clinicians with advanced education, most Nurse Practitioners hold a Master’s or Doctorate degree and have completed extensive training for their position. It is also required that Nurse Practitioners enroll in continuing education classes to maintain their position. By staying informed with the unique concerns of their patients and being able to tap into their individual needs, Nurse Practitioners have been able to provide high-quality, cost-effective, comprehensive, patient-centered care to patients across the country.

Medical Marketing Service, Inc. (MMS) offers a solution that allows you to target specific physicians, nurse practitioners, and medical personnel through email. As the leading email marketing service to healthcare professionals, MMS email marketing campaigns are an accurate, up-to-date and highly effective marketing tool.

Through the use of the NP-E-Mail (SM) Nurse Practitioners Email Broadcast Advanced Practice Nurses List, which includes Nurse Anesthetists, Nurse Midwives and Clinical Nurse Specialists, MMS can get you in contact with decision making healthcare professionals. The best addresses deployed through the best email service provider in the healthcare gives you an unbeatable way to market to Nurse Practitioners while continuing to be cost-effective and provide return on investment.

For more information about NP-E-Email or other email and direct marketing mail services, contact MMS at 1-800-MED-LIST or visit our website at http://www.mmslists.com/

“Pharma Marketing Trends” #4 – Digital Print = Yearlong Success

digital marketing

Despite the possible risk, pharmaceutical companies have been shifting their spending to allow for more use of digital marketing, such as websites, e-marketing and social media, in place of more traditional media that has been used in the past. Digital channels can include, owned websites, sponsored websites, ad spots, banner ads, paid searches, mobile and social media, such as LinkedIn, Facebook, Twitter, Flickr and YouTube.

Increasing investment in digital channels is an area still under some exploration. Early studies have shown it’s a clear contender in the marketing world, but with a shorter history than the traditional forms of marketing, such as television, radio and print, the long term results of its success just haven’t happened yet. However, several pharmaceutical companies are making the jump for a variety of reasons.

Five factors that have influenced this growth include:

The Recession: When pharmaceutical companies needed to cut spending, TV and print advertising were under scrutiny. Functional and lower in cost, digital channels became the new way of getting out the message for several companies and in turn, YouTube became the common replacement for television.

Poor ROI for Traditional Media: As the success of television, radio and print advertising dwindled, and the cost remained the same, it was even harder for companies to justify keeping them around. By focusing more on digital channels, companies were able to advertise more frequently, and at a lower overall cost, than they could in the past. Scaling back on the use of traditional media and allocating more of the budget on digital channels brought a higher ROI.

Mobile: Steadily climbing, the use of mobile technology is increasing faster than the use of any other digital channel. Through the use of mobile apps and mobile technology for marketing or medical affairs initiatives, more companies than ever are spending a great deal of their budget on this type of marketing. Of these healthcare mobile apps, majority are directed towards healthcare professionals, including physicians, physician assistants and pharmacists. Pharmaceutical companies are also transiting their internet websites to be available to be viewed on mobile devices, allowing for easier access to commonly prescribed drug brands.

Social Media: With research reports indicating that one third of people discuss medical issues via social media sites, it has become obvious that pharmaceutical companies should have a presence there. Through observation of how consumers talk about brands and speak honestly about their likes and dislikes of particular drugs, companies are able to gain valuable information efficiently. In addition, patient centered sites, such as PatientsLikeMe, tracks information provided by patients and organizes it to include side effects, comments, ratings and recommendations of alternative options, all based on consumer feedback.

Regulatory Concerns: With the increase of digital marketing, the existing regulations won’t match up to today’s concerns. For example, in 2009, a handful of pharmaceutical marketers received a violation over the “one-click rule,” a misunderstanding regarding the placement of risk information one click away from a sponsored online link promoting a drug and its indication. Currently, the lack of influence by the U.S. Food and Drug Administration works in favor of the pharmaceutical companies, but with the increase use of digital channels, that’s bound to change.

As the leading email marketing service, MMS is proud to offer solutions for marketing to physicians and healthcare professionals. Frequently updated, an MMS list matched with one of our email or direct mail options can create a marketing campaign that is accurate, up-to-date and highly effective as a marketing tool.

For more information about email and direct marketing mail services, contact MMS at 1-800-MED-LIST or visit our website at www.mmslists.com.

“Pharma Marketing Trends” #3 – Maintain Ethics in Marketing Campaigns

marketing and strategy

It’s always been important to maintain a separation between persuasion and manipulation in marketing campaigns. As the debate over “white hat” and “black hat” methods of SEO never ceases to reach a final decision, it’s vital to look at the issues that lie behind the ethics in marketing.

These 5 scenarios help demonstrate the differences between persuasion and manipulation in marketing.

Scenario 1: Simple Alignment

The customer wishes to purchase a product, and your client or employer is a seller of that product. You work in the middle to complete the buying and selling process. The alignment could be the act of you bringing the customer and your client or employer together. In this scenario both parties win.

Scenario 2: Simple Choice

In this scenario a customer wishes to purchase a product, but they haven’t made the final decision about which type of product they would like to buy. As the seller, you push the customer to purchase the product that will fit your objective. In the case that you explained the features and benefits of the product you wanted to sell, and it matched the desires of the customer, than both parties in this situation still win. However, if you flat out lie to the customer, therefore convincing them to buy the particular product to fit your objective, it has become unethical and manipulative.

Scenario 3: Competitive Choice

In the first two scenarios, there has only been one clear buyer, and only one available seller. In a more realistic world, there are multiple sellers of products and services. In this scenario, there is still a buyer looking to purchase a product. However, you (the person in the middle) steer the buyer towards one seller over another seller of the same product. While it easy to become unethical in this situation, if you can manage to do so without lying about either seller or their products, this is still an act of persuasion.

Scenario 4: Unknown Desire

In some cases, customers don’t know what they want because they are unaware of all of the options available to them. This is very much a form of modern marketing, creating desires for products we didn’t know previously existed. While many would say this has gotten out of control in recent years, it isn’t necessarily unethical. Making a customer aware of their options for purchasing a product isn’t manipulative, however, using customers envy, fear, doubt and uncertainty, to convince them to make a purchase, is.

Scenario 5: Altered Decision

In this scenario, the customer could be looking to purchase one product and upon talking to the seller decides to purchase something else. In one case, this could be the same as scenario 4, upon being presented with alternate options, the customer changes their mind regarding their purchase. On the other side, the seller could push them to the alternate product for their own objectives, and result in the customer making a purchase they later regret.

The Moral of the Story

In the end there is a lot of gray area regarding persuasion and manipulation in marketing. It’s easy to bounce back and forth over the line when the line has been drawn in chalk. Overall, it all comes down to your intent. When you met with the buyer, did you intend on meeting their true needs with one of your products, or had you already decided upon the product you were going to sell to them?

By far the easiest sale to make is scenario 1. There is a product to sell and a customer is looking to by that product, all you have to do is bring them together. If you find that you are more frequently in one of the other scenarios, you have probably learned that completely changing a customer’s mind can be difficult. It is here that you are most likely shifting to forms of manipulation to make the sale, most likely indicting that you are targeting the wrong market of buyers.

Money is well spent on customers in scenarios 1 and 2, when marketers are doing their best to persuade customers to make a purchase. As the leading email marketing service, MMS is proud to offer solutions for marketing to the right physicians and healthcare professionals. Target the best audience with a frequently updated, accurate and highly effective MMS list. For more information, contact MMS at 1-800-MED-LIST or visit us online at mmslists.com.

November is American Diabetes Month

A chronic disease that affects the way your body uses food for energy, diabetes is the result of your pancreas making little to no insulin, or the insulin being produced not being used correctly. Lifelong, complicated and expensive, diabetes affects nearly 26 million children and adults in the United States alone. Another 79 million Americans have prediabetes, putting themselves at risk of developing type 2 diabetes.

Each November, American Diabetes Month is one of the outlets the American Diabetes Association uses to raise awareness of this ever-growing disease, and show the nation some of the issues surrounding diabetes, as well as how many people are impacted by it. Founded in 1940, other goals of the American Diabetes Association include funding research, publishing scientific findings and providing information and services to people with diabetes, their families, health professionals and the public.

Medical Marketing Service, Inc. (MMS) is the leading provider of medical marketing lists and holds the American Diabetes Professional Members Masterfile. This list includes 22,183 diabetes professionals, such as physicians, nurses, researchers, and diabetes educators, as well as professional subscribers to the American Diabetes Association journals. Updated monthly, this list is ideal for diabetes-related offers, including pharmaceutical and other diabetes-related products, market research, seminars, continuing education meetings, subscriptions, books and recruitment.

MMS offers a solution that allows you to target diabetes physicians and professionals through email or direct mail. As the leading email marketing service to healthcare professionals, MMS email marketing campaigns are an accurate, up-to-date and highly effective marketing tool.

For more information about the American Diabetes Professional Members Masterfile or other email and direct marketing mail services, contact MMS at 1-800-MED-LIST or visit our website at www.mmslists.com.

Email Marketing – An Effective Form of Advertising

The original article, “Why Email Marketing is King” by Arthur Middleton Hughes can be found here.

In comparison to television, print ads and internet advertising, email marketing is the most affordable, effective method. But companies are spending the least amount of money using it. In “Why Email Marketing is King” by Arthur Middleton Hughes, he explains how people are currently using email marketing and how it is an effective advertising strategy. And, we agree with him.

Frequently, people associate email marketing with spam and are turned away from it. But by allowing people to opt-in to emails, it helps lead the reader to the idea that this email will be useful to them. Follow this concept by simple and clear emails that clearly deliver a benefit to the reader and you will further engage your audience. Using email marketing the way Hughes suggests will make it successful for both the advertiser and the consumer.

Television and direct mail cannot be tracked in the same way an email can. You don’t know what programs people are watching on television, or how often they read mail. But after an email is sent you can monitor when it was opened, what links were clicked on or if it was forwarded. You can also give direct access to your site where the consumer can research the product or brand, check reviews and make a purchase.

This gives us insight to our customers that wouldn’t be possible with other forms of media. Tracking a customer from the time they get the concept of a purchase to the time when the actual purchase is made would be extremely difficult considering all of the outside variables. But through email marketing, many of the variables are removed or minimized, and it leads to optimal results. Once you find your off-email multiplier, it is easy to see how effective email marketing can be as an advertising strategy.

MMS has been a leading marketing solution since 1929. The years of experience behind MMS allow you to find the lists you need, with a 97% deliverability rate. No matter what type of list you are looking for, from healthcare professionals to nurses, dentists and hospitals, MMS is the leader in email marketing. Visit our site to learn more!

Landing Pages for Recruiters – Don’t Go Home!

When you invite prospective doctors to interview for positions in your hospital, do you show them to your lobby and leave them there for hours? Of course not!

Then, why do so many medical recruiters link their open positions to the home page of their website?

Be specific and create a landing page.

Email Marketing Landing Page

According to HubSpot, a landing page is a website page that allows you to capture a visitor’s information through a lead form. A good landing page will be targeted to a particular stream of traffic – say from an email campaign advertising an open position – and, because it is targeted,  you will convert a higher percentage of your website visitors into leads with which you can follow-up.

Understand what to include in your lead form.

Email Marketing - Landing Page SEO

On your landing page, there should be a lead form. The goals of the lead form are simple:

  • Collect marketing information
  • Guide visitors through a process
  • Enable a transaction
  • Communicate
  • Verify identity
  • Manage customer support requests

For the purposes of medical recruiting, the recruitment form should also communicate the available job listings, allow the visitor to select the opening he or she desires and provide a resume.

Capture interest and don’t let go.

Email Marketing Landing Page Usability

Here are some of the most important elements to make sure your landing page holds your visitor’s interest (courtesy of HubSpot):

  • Limit Navigation. You’ve brought your targeted traffic to a page where they can take your desired action. Don’t distract them! Limit the number of exits from your landing page so that your visitors are focused on filling out your form. A key part of this is to hide your website navigation elements on landing pages.
  • Deliver Value. If you have a valuable offer, your visitors will give up their contact information in exchange for your offer. Ask yourself if your offer is compelling to your audience and make sure that your landing pages demonstrates that value.
  • Keep it Short. The longer your landing page and form, the more friction you add to the lead conversion process. Keeping your lead form short and straightforward will increase your conversion rate.
  • Test, Test, Test. As many best practices as you may read about online, your landing page can always use more testing and improvement. Make sure you have a landing page creation tool that allows you to create and test many different landing pages to see what works best for your business. 

How MMS Makes Medical Recruitment Easy:

Medical Marketing Services

Personalized URLs (PURLS)

You can use a PURL with a landing page customized for an individual doctor. It’s a great way to track responses down to the individual doctor. It will increase response rates and you can pre-fill the response information with the person’s name, address, email address, etc.

Integrated Email and Direct Mail Services

While direct mail is still a powerful direct marketing tactic, it works even better when integrated with email marketing, which has the highest return on investment (ROI) of any direct marketing technique.

Call MMS today and we can help guide you to developing an integrated marketing campaign that will help improve your results and ROI. You can reach us at 1.800.MED.LIST (633.5478).

Video: MMS at ePharma Summit 2012

On Monday, February 6th, Terry Nugent spoke at the 11th Annual ePharma Summit in New York on the topic of “Physican’s ePharma Promotional Preferences”.

After completing a survey of AMA physicians across the nation, Terry’s presentation provided answers to the following marketing questions:

  • Are physicians using social media?
  • What role will mobile apps play in marketing to physicians?
  • How well does email marketing capture the attention of physicians?

For more information, please visit MMS at www.mmslists.com.

5 Ways to Integrate Email and Social Media Marketing

In a recent StrongMail survey, more than two-thirds of business leaders indicated plans to integrate social media with their email marketing efforts in 2012.

Email and social media make a great team, according to DJ Waldow of Waldow Social.

According to Waldow, including and promoting social sharing or share with your network options in an email are important for a few reasons:

  • They extend the reach of your emails: The more people share your email, the more potential you have for opens, clicks and conversions.
  • They allow you to identify key influencers: Most email service providers (ESPs) include metrics on who has shared your emails the most often, as well as the effect their sharing has had on other key stats (opens, clicks, conversions, etc.). Armed with this data, you—the marketer—can be better informed as to who your key influencers are. If appropriate, you can then send dedicated campaigns to your biggest supporters.
  • They provide an opportunity for list growth: The more eyeballs on your emails, the better chance you have of gaining new subscribers.

Waldow also believes that including and promoting social connection(s) options in an email are important for a few reasons:

  • They provide another platform to connect with your audience. Each platform—email, Twitter, Facebook, YouTube, a blog, etc.—enables you to communicate and interact with people in different ways.
  • They give email subscribers more options: It’s possible that your email subscribers prefer to engage with your company or brand on different channels. While email is great, it’s not the only option.
  • They allow you to expand the reach of your message.

Waldow suggests several ways to capitalize on the synergies between email and social:

#1: Include Social Icons in Emails

#2: Ask Email Subscribers to Share and Connect

#3: Send a Dedicated Email Campaign – There are times when including some links or buttons—asking your subscribers to socially connect or share with their network—is not clear enough. If you are not having much success, try sending an email that is dedicated to a particular social network.

#4: Provide Incentive – Answer the question “What’s in it for me?” with a compelling offer. Give your subscribers a reason to connect, a reason to share.

#5: Include “Retweet This!” Snippet in Email – Another great way to cross-pollinate email marketing and social media is to highlight a particular tweet in your email campaign.

It’s time to start using email marketing to power social media and social media to power email marketing. MMS can deliver your message to over 1 million healthcare professionals. For more information, contact MMS at sales@mmlists.com or 630.477.1559, or go to www.mmslists.com.