Despite the efficiency and high return of email as a marketing channel, most pharma brands are still not effectively utilizing the channel to its maximum benefit. Many of the technical elements of email have been adopted, but the industry fails to provide consumers with the personalization and consistent touchpoints they’ve come to expect from marketing emails. Brands should take a closer look at the user experience from the perspective of the patient journey to make sure they are proactively addressing the needs and concerns of “hand-raiser” patients looking for specific information at a specific point in time.
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