Approved emails: much applauded mode of virtual communication with HCPs

Dr Pratibha Karande

Remember when we were all put under house arrest by the virus? Our devices became the only means to stay in touch with others. Face-to-face, in-person meetings were ruled out including those between medical representatives and HCPs. So, how does a pharma company talk to a doctor?

Yes, doctors like to use emails. But like everyone else, they are allergic to sales pitches that masquerade as “genuine” emails. And the regulatory authorities too keep a close watch on what is being communicated through the emails.

So, how does one create and transmit emails that the HCPs are happy to receive for their evidence-based informational value? With the content formatted to comply with regulatory requirements?

Welcome to Veeva CRM Approved Email!

How and why it works

Approved Emails (AEs) were in use even before the pandemic. This tool was developed to help reps boost their communications with HCPs. And the latter were happy to receive scientific information that they could catch upon when they had the time. Both the importance and the use of AE have now increased manifold.

The AEs are primarily used in four situations.

·        To remind the HCP about an upcoming meeting.

·        To send the same information to a group of selected HCPs. Here, the sender will have the option to pick the recipients, verify the list and preview the email before it is sent to all at one go. If a member in the recipient group has not yet opted-in to receive emails from the company, the email will not be sent to that person. This ensures compliance with anti-spamming regulations.

·        To transmit some information requested by an HCP.

·        To fulfil a (virtual) call objective or suggestion.

The Veeva CRM Approved Email platform makes it easy for the customer to craft an email from scratch using an array of templates. It is also possible to tailor the different components of the email (like the closing or the sequence of attachments) to suit the recipient. Plus, every email is trackable, which yields important statistical information for the marketing team to help them finetune both the message and its delivery.

What if the pharma marketing team needs some help to structure and design the communication to enhance its impact and to optimize the use of technology? That is where a partner like Ethosh comes in, with their intimate understanding of the intricacies of the pharma market and the strengths of the technology platform.

Numbers vouch for efficacy

According to data collected by Veeva, customers using AEs average a 40% open rate, while the click-through rate is 6% higher than the industry average. Also, AEs see an open rate as high as 56% on computers and 29% on smartphones. The average click-through rate is more than 15%.

A dermatology major has used the AE route successfully to promote a new brand by providing research information about the generic component. Another email summarized the research results about anti-fungal susceptibility testing. Yet another AE discussed the impact of quarantine-related restrictions on skin care.

Will this tool, Veeva CRM Approved Email, become less significant once the vaccines are out and life, hopefully, returns to normal? On the contrary! The continuing restrictions on face-to-face meetings (and the unfortunate second wave of infections) have highlighted the importance of emails as the primary means of communication.

Most HCPs (who are likely to remain reluctant to meet reps in person) prefer this mode. Also, with the help of Ethosh-Veeva, pharmaceutical companies can make creative use of this tool to accomplish multiple business goals.

Dr Pratibha Karande heads the digital communication function at Ethosh Digital, which designs and develops pharma communications, including AR and VR solutions. Ethosh partners Veeva, the CRM platform trusted globally to drive intelligent engagement.