Make Marketing Personal: The Power of Dynamic Content

It’s no secret that personalized communication can increase the influence and effectiveness of email marketing—the Aberdeen Group reports that 96% of organizations believe personalization can improve email marketing performance. Yet, developing targeted email campaigns to healthcare professionals (HCPs) can be complicated, limiting the extent to which life-sciences marketers are willing, or even able, to personalize email campaigns.

Dynamic content can help solve this problem, helping life sciences companies improve both customer relationships and marketing performance with one simple change in strategy. Dynamic content helps life sciences marketers take email campaigns to the next level by making it easy to deliver highly personalized and relevant information to individual HCPs.

Why does a high degree of personalization matter when dealing with HCP clients? Numerous studies have found that personalized email campaigns improve customer response. For example, one study by Aberdeen Group concluded personalized emails improve click-through rates by 14% and conversion rates by 10%. Another study by Constant Contact revealed that sending more personalized email campaigns can increase open rates by up to 150%.

How Dynamic Content Works

With basic personalization, marketers can insert information such as an office manager or physician’s assistant’s  name, geographic location, or product history into the body of an email. Dynamic content extends the engagement capability by making it easy to swap out large amounts of information based on a set of rules. The beauty of dynamic content is that marketers no longer need to create a separate email communication for every customer segment. Using dynamic content, life sciences marketers set up and send just one email, which is rendered in any number of different ways depending upon the rules the marketer has specified.

Consider, for example, a life sciences company that is introducing a new diabetes drug and wants to alter the image and the call to action based on three distinct age segments—under 35, 36 to 55, and over 55 respectively. With basic personalization, marketers would need to create three different emails. And, if they wanted to further customize these emails based on other variables such as office size, income, gender, and geographic location, it’s easy to see how the process could quickly become cumbersome.

With dynamic content, marketers can achieve much more sophisticated personalization, all from the same template. Dynamic content uses advanced logic to sift through the customer database and sort each contact by the data and rules the marketer establishes—delivering the right email with the right message to the right person.

Dynamic content not only helps marketers personalize their email campaigns more efficiently, it also frees them to make maximum use of the engagements and insights available to them regarding each customer and to turn this information into highly customized email communications.

With dynamic content, life sciences marketers will be able to achieve even more sophisticated personalization, strengthening their relationships and their results. To learn more about effective life sciences marketing, read The Healthcare Communications Journey – Why Engagement with HCPs and Patients Must Evolve and How to Build the Optimal Experience.

  • John Schmidt

    John Schmidt is Director, Product Management at IMS Health. For more than 20 years John has focused on product, marketing, and financial management within the (SAAS) Computer Software industry.

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