The document discusses how email and mobile are evolving for healthcare professionals (HCPs). It notes that HCPs are increasingly accessing email on mobile devices, with 63% viewing email on mobile versus 20% on desktop. This mobile shift changes email metrics from traditional ones like open and click-through rates to new metrics focused on user engagement like time spent reading. The document provides tips for marketers to maximize email effectiveness in this new mobile environment, such as testing dynamic content, limiting calls-to-action, and mapping mobile analytics to HCP schedules.

1. Email and mobile: new tricks, tips and metrics
in a customer-centric world
1
Mobile is creating Emails’ Evolution!
Email & Mobile: Boring or Breakthrough?

2. ASK YOURSELF…”EMAIL IS…”…
 Boring
 Old school
 Ineffective
 Need-to-have but not a business driver
 Someone else does it (a version of “boring”)
 What’s a database?
 What’s email?
 Potential game-changer (the best answer!)

3. ONCE UPON A TIME, EMAIL WAS...
Structure:
• Great list
• Great content
• Compelling offer
• In-the-can
• Pre-determined cadence
• On and on…
Old (current)
metrics:
• Open rate
• Click-through
• Action-taken
• CTOR

4. EMAIL IS A CRITICAL PART OF HCP MARKETING

5. REAL-WORLD FACTORS MAKE MOBILE EMAIL A WINNER
 8 second attention span
 15 minutes per patient
 74 interruptions/alerts
from EHR daily
 68% of HCP’s prefer
email to Sales Rep visit
(11%)*
Time-squeezed Customer-centricity
*Annual HealthLink Professional Communications Study 2016
Disappearing Access
Having access to see a
doctor is hovering
around 50%

6. MOBILE TIPPING POINT CHANGES THE GAME
 As of March 2016, 51% of all U.S.
Internet traffic is now mobile
 80% (+) of HCP’s have smartphones*
 63% of HCP view email on mobile vs
20% on desktop**
*eMarketer March 2016 **MMS

7. YOUR ENEMY

8. HCP ENGAGEMENT: MOBILE COMPETITION IS FIERCE

9. It’s all about Context* in a
customer-in-control world
(time, data, event, season, last-action, next-action, etc)
*Forrester email reports 2015/2015: Best Practices, case studies, strategic approach

10. FORRESTER ON EMAIL: STILL THE MOST COST-
EFFECTIVE CHANNEL IS EVOLVING FAST
“Don’t Ignore the User Experience
You should also assess the user-facing elements of your email
program. Components of a successful campaign include a
concise and relevant subscription process, engaging,
customized, and contextually relevant content, strong visual
presentation, and trust-instilling best practices that help foster
long-term customer care.”
*Forrester email reports 2015/2015: Best Practices, case studies, strategic approach

11. Forrester, US Experience Index, Q1 2015
“Which of the following initiatives are likely to be your organization’s
top business priorities over the next 12 months?” (Global business leaders’ top priorities)
WHY CRM/CXM?
THEY GROW REVENUE AND KEEP CUSTOMERS

12. EASE-OF-USE NOW BEATS TRUST
• 59% trust Advocacy sites,
but only 19% visit them
• 53% visit WebMD, but only
39% trust the content
• And for Biopharma? 40%
trust the content and find
it easy-to-use but only
10% visit!
Makovsky March 2016

13. LET’S LOOK AT A KEY HCP AUDIENCE
(The largest group in today’s workforce)

14. 14
Mobile is a must:
 88% check email on smartphone
 98% check personal email every few hours
at work
 One client, 62% open PRM on smartphone
 Up from 47% in 2015
Pictures are worth a 1000 words:
 This age group thinks & communicates in
images
HBR blog ‘Email is the best way to reach Millennials’
* ADOBE “Email: We just can’t get enough” 8.26.15; https://blogs.adobe.com/conversations/2015/08/email.html
*American College of Physicians
MILLENNIALS': 25% OF HCP’S ARE UNDER 39 YEARS OLD*

15. TIMING IS EVERYTHING: EMAIL AND MILLENNIALS
15
HBR blog ‘Email is the best way to reach Millennials’
* ADOBE “Email: We just can’t get enough” 8.26.15; https://blogs.adobe.com/conversations/2015/08/email.html
Millennials are also more
likely than any other age group
to check email:
 From bed (70%)
Driving (27%)
From the bathroom (57%)

16. MOVABLEINK IS GREAT EXAMPLE OF INNOVATION
 Real-time data updates
inside the email
 Time and event triggers
 Previous behavior
triggers dynamic content

17. LITMUS IS A GREAT TOOL (PIXEL)
 Litmus: Customer controls the CTR,
but you can provide a ‘time-on-email’
metric that allows you to evaluate the
value of your content seen and give
the customer a sense of control
Free “Email Marketing in 2020”
https://goo.gl/2h13QX

18. Litmus:
Recognizes time-
squeeze and customer
control , by allowing you
to know whether they
actually read the
content:
• Time read
• Skimmed
• Deleted
• Device
• Geography
• Time-of-day
• Shared/Forwarded

19. MOBILE ECRM METRICS ARE EVOLVING:
BEYOND THE CLICK, IT’S ENGAGEMENT
New metrics:
• Open rate
• Time spent reading
• CTR
• Action-taken
• CTOR
Old (current)
metrics:
• Open rate
• Click-through
• Action-taken
• CTOR

20. THE ‘TIPS’ PART OF THE PRESENTATION!
(IDEAS THAT CAN IMPACT YOUR ECRM NOW!)

21. CONCLUSION: THE GAME HAS CHANGED, CHANGE WITH IT
 Test, but don’t waste time:
 Usability Hub
 Lean templates
 Play to audience mobile consumption
 Time-of-day, events, seasonality, regionality
 Apply sequential subject lines & copy
 Apply tracking tools like Litmus

22. THINGS TO THINK ABOUT (2)
 Open triggered dynamic content
 Database knows what previous content doctor consumed
 Limit CTA’s to 3
 Use Call Center as primary CTA
 Satisfy the immediate response to content / customer service
 Map mobile analytics to physician working day
 Create ad hoc trigger emails
 Be careful of video; it does not work well across all platforms.

23. THANK YOU!
AONEILL@HARBINGERASSOCIATES.NET
WWW,HARBINGERASSOCIATES.NET
Doctor on email

24. COMING THIS FALL!
THANK YOU
AONEILL@HARBINGERASSOCIATES.NET
WWW,HARBINGERASSOCIATES.NET

25. THANK YOU
AONEILL@HARBINGERASSOCIATES.NET
WWW,HARBINGERASSOCIATES.NET
aoneill@harbingerassociates.net
www,harbingerassociates.net

26. THE ‘TIPS’ PART OF THE PRESENTATION!
 How can we learn from Consumer market?
 Can we re-purpose content?
 Can we create event/trigger-based program?
 What should we be testing?
 How do we maximize eCRM