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 !!!

11. Customer feedback

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

14. Responsive emails templates
14

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