Healthy Skepticism Library item: 15207
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
Publication type: news
Epsilon Study Shows 'Healthy' Response to Email from Pharma Companies
PharmaLive 2009 Mar 3
http://pharmalive.com/news/index.cfm?articleID=608833
Full text:
42% of National Survey Respondents Say Receipt of Email Positively Influences Offline Activities Such as Taking Meds Properly and Filling Prescriptions
DALLAS (March 3, 2009) – The receipt of permission-based email from a pharmaceutical company helps consumers become better patients and makes them more loyal to the senders’ products or brand, according to the latest research from Epsilon.
In the key findings from an Epsilon nationwide survey:
• 42% of respondents said the permission-based email they receive from pharmaceutical companies has a direct impact on offline activities, like taking medication as instructed by a doctor and filling prescriptions;
• 44% said they’re more likely to stay on a drug from a pharmaceutical company that sends them permission-based email;
• 60% said they have a more favorable opinion of pharmaceutical companies that send them permission-based email;
• 53% said they’re more loyal to pharmaceutical companies that send them permission-based email.
Epsilon’s survey research revealed that the receipt of permission-based email from a pharmaceutical company has surpassed offline advertising and marketing as consumers’ fourth preferred method of learning about a product. Thirty-eight percent of respondents said they prefer to learn about products from permission-based email from a brand or pharmaceutical company, while thirty percent prefer to learn from offline advertising and marketing.
“Email marketing is a necessary tool to increase affordability and educate consumers on the benefits of specific drugs and the importance of compliance,” said Kevin Mabley, senior vice president, Epsilon Strategic Services.
Mabley added, “The internet has created resources and enabled consumers to take more control of their medical education and email supports these efforts. Our research shows email marketing programs are effective for pharmaceutical companies and consumers alike, and that the benefits extend far beyond the web.”
Epsilon provides comprehensive online and offline marketing services to some of the most-recognized brands in the world. Its email branding study is based on a mid-October 2008 survey of 1517 consumers. ROI Research, of Lancaster, PA, conducted the study. It explored the general impact of permission-based email marketing, as well as specific product categories that included Pharmaceuticals, Travel, Financial Services, Retail and Consumer Packaged Goods.
In other significant pharmaceutical-related results from Epsilon’s email marketing research:
• 56% subscribe to hear about new products;
• 47% subscribe to learn about existing products;
• 39% subscribe to help manage a condition that they or someone close to them has;
• 16% subscribe to help them stay motivated to follow their doctor’s recommendations for taking prescriptions;
• 67% of respondents want to receive personalized content based on their website activities, condition or healthcare history.
The Epsilon research was intended to analyze activities that take place offline or cannot be measured by click-thru rates and email open rates. The findings showed that 53% of recipients of an email from a pharmaceutical company have asked for a drug by name or brand as a direct result of receiving an email; 38% contacted their doctor; and 34% typed or copied a URL directly into their browser.
Additional in-depth information about pharmaceutical industry email branding preferences and viewpoints is available in a special report from Epsilon. The report can be found at www.epsilon.com/pr/pharmaemailbranding.
About Epsilon
Epsilon is the industry’s leading marketing services firm. Ad Age ranks Epsilon #1 U.S. Marketing Services Firm and #1 U.S. Direct Marketing Agency. Services include strategic consulting, database and loyalty technology, proprietary data, predictive modeling and a full range of creative and interactive services including brand and promotional development, web design, email deployment, search engine optimization and direct mail production. In addition, Epsilon is the world’s largest permission-based email marketer. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com or call 1.800.309.0505.
Media Contact:
Jessica Simon
Epsilon
212-457-7135
jsimon@epsilon.com
