3 Mistakes We See Our Clients Make – And How to Avoid Them!

Clients come to us with all different levels of existing marketing knowledge. When we first start working together, some are well-oiled machines, but most need a little coaching when it comes to best practices. Since pharma marketing is all we do, we’ve come to recognize the same mistakes again and again. Here’s what to avoid, and how to get it right.

1. Lots of data, but no actionable insights

Everyone is swimming in metrics. Open rates, engagement, click-through rates, list size and dozens more. Getting data is never the issue. The real problem is knowing what to do with all the information you’ve aggregated. How to take all those KPIs and turn them into actionable strategy that improves outcomes. Yes, we can help with that. 

2. Assuming that bigger is better 

Clients often assume that a huge email list will automatically drive better results than a smaller one. This is only true if you’re talking to the right audience, and if that audience is actually engaging with the marketing you’re putting in front of them. More times than not, the answer isn’t a bigger list, it’s actually taking your list and slicing it into micro-segments (ie, making it smaller) and tailoring your creative and your offer in a way that speaks directly to the needs of that niche. Engagement rates go way up, and the compound effect of that over many segments lifts all ships.

2. Not prioritizing your CTA

The entire purpose of your email, the entire purpose of your marketing campaign, is to entice your HCP to take an action. This should be the very first thing you think through. What do I want the person reading this email to do? Request a sample? Get more information? See a demo? You should aim to get to this moment of action quickly and the CTA you use should be pretty close to the top of your email and not require a whole lot of reading or scrolling to get there. Don’t bury your change for conversion!