How to Extend the Reach of Your eHealth Newsletters and Wellness Communications

Pharmaceutical companies often leverage unbranded content and eHealth newsletters to nurture patients, HCPs, and KOLs.  But there’s potential to extend that content beyond basic nurture practices.  You can use those channels to grow and build your contact database by presenting relevant information.  You can further engagement and be first on their mind when consulting medications.

Consider launching a program that further engages and nurtures the relationship with your patients, HCPs, and KOLs.   Below are 6 steps to developing a program that will extend the relationship with your newsletter subscribers. 

1. Audit your content.  Identify where it resides and track its performance. Map this content to each persona’s journey, measure the performance, and score the process. This will provide insight into what content resonates with each segment.
2. Identify potential.  Review the content audits across brands and segments to identify existing collateral assets to be used in the campaign at each stage of the cycle.
3. Utilize a smart form strategy.  Where possible, implement blind form submits for content.  Consider the option to progressively profile for additional information when building out contact profiles or capturing missing contact data. Limit this progressive data capture to 2 fields for each stage of the campaign.  This is an unobtrusive way to mine the readership to build your database while presenting relevant information and nurturing the relationship.
4. Filter when relevant.  Based on the engagement with pre-identified high value content, filter these contacts into eDetailing campaigns, sample and trial campaigns, medication reinforcement campaigns, or even advocacy programs.  This will allow you to provide more segmented and relevant high value content and will increase rates of conversion.
5. Align with your sales organization.  Confer with brand marketing and sales managers for each division to communicate the goals of the program and receive their input and support.
6. Commit to the evaluation and improvement of the campaign.  Because contacts will be continuously entered into the program based on their Digital Body Language is important to avoid the “Set it and forget it” mentality.  On a weekly basis review the engagement against each content asset, the lead flow through the entire journey, and revise assets as necessary.  Pay close attention to trends in engagement.  Recognize offers or messages that drive spikes or drops in engagement. 
7. Leverage lessons learned across all digital channels. When evaluating and making decisions based on those trends in engagement, make sure your other digital assets reflect what works.  Websites, digital ads, and social posts should all test the bright spots from this program.

Along with nurturing and educating your audience, this campaign will help align your marketing and sales groups.Through automation, analysis, and reporting you can better enable sales with the tools, content and context they need.   It will also demonstrate the measurable benefits of your newsletter efforts beyond thought leadership.

Equipped with this information your sales organization can now leverage relevant content at the right point in the journey. By mapping content to the journey, and creating templates that align with the sales process and sales stages, sales can deliver, measure, monitor, and leverage the effectiveness of this content.

How do you extend the reach of your eHealth newsletters and unbranded content?