email is not dead but changingv2
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This document discusses the importance of email for healthcare professionals (HCPs). It provides data on the most common activities HCPs engage in on smartphones and tablets, with checking email being the top activity. The document then shares an example from Eli Lilly Belgium of a personalized email campaign sent to over 1000 HCPs in 2013 that included tailored medical content and links to additional resources. A customer satisfaction survey after the campaign found high engagement from sales reps and positive customer feedback. The document concludes with suggestions for what makes a good email newsletter, such as achieving high readership, providing useful information for patient care, and promoting brands in a supportive manner.
email is not dead but changingv2
- 1. Company Confidential © 2012 Eli Lilly and Company eyeforpharma BCN 2014 Monica Vidal - ACE Digital Innovation lead. (Australia, Canada, Europe) THE REIGN EMAILOF
- 3. 82% 72% 71% 66% 58% 35% 33% 23% 18% 3% Checking email Using search engines Sending email Visiting websites Text messaging Multimedia messaging Instant messaging Watching videos online Scanning QR codes None of these Checking email Using search engines Sending email Visiting websites Text messaging Multimedia messaging Instant messaging Watching videos online Scanning QR codes None of these HCP Professional activities done in Smartphone Taking the Pulse® Europe 2013 All Online EU Physicians Reference Deck
- 4. HCP Professional activities done in Tablet 76% 72% 72% 70% 40% 26% 7% 5% Checking email Visiting websites Using search engines Sending email Watching videos online Instant messaging Scanning QR codes None of these Checking email Visiting websites Using search engines Sending email Watching videos online Instant messaging Scanning QR codes None of these Taking the Pulse® Europe 2013 All Online EU Physicians Reference Deck
- 5. Open rates …… Source: http://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs
- 6. Why is eMail important? Right content Tailoring content to the segments’ needs Right channel A multichannel approach to customer interactions Right customer Knowing what motivates our customers to build relationships, loyalty and trust Right time Delivering information via relevant channels
- 7. Company Confidential © 2012 Eli Lilly and Company Lilly@yourservice Belgium example
- 8. What we did • Creation, by the marketing and medical teams, of customer centric and tailored content answering physician needs, questions and comprehension gaps • Intro message signed by the Sales Reps (In answer to your question…) 8
- 9. What we did….. 9 After the email we did a customer Satisfaction Survey Direct link to informational resources (slide kit and summary) Access to HCP Portal Neuroscience home page and Medinfo email service
- 10. status 2013 10 All Sales Reps highly engaged in the process 1041 personalized sent out in 2013 so it means also > 1000 additional “virtual” contacts !!!
- 12. Company Confidential © 2012 Eli Lilly and Company Innovating with eMail? Improving customer experience….
- 13. The Golden Rules Permissions Customer Focus user experience Frequency Unsubscribe
- 15. Learning on Usability testing
- 16. What makes a good eMAIL-Newsletter? 1. Achieves high target readership, time after time 2. Results in action by the recipient and interaction with Lilly or Lilly materials 3. Contains honest and factual information 4. Increases HCP’s ability to improve patient care 5. Provides information that is not only about Lilly products 6. Promotes brands and services in a non-aggressive manner but supportive of the HCP’s needs
- 17. Monica Vidal • vidal_monica@lilly.com • @monicvidal