116th Annual Convention - ncpa.co · 116th Annual Convention Date: Tuesday, October 21, 2014 Time:...
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116th Annual Convention Date: Tuesday, October 21, 2014 Time: 2:45 pm – 4:15 pm Location: Austin Convention Center, Room 18CD, Level 4 Title: E- Marketing and the Power of the Patient Emails ACPE # 207-000-14-234-L04-P 0.15 CEUs ACPE # 207-000-14-235-L04-T Activity Type: Application-based Speaker: Kayla Livingston, Senior Project Specialist, Preckshot Professional Pharmacy David Kirk, APR, President, The PR Guy Pharmacist and Pharmacy Technician Learning Objectives: Upon completion of this activity, participants will be able to: 1. Explain the benefits to utilizing patient emails for marketing and challenges in gathering emails from patients. 2. Devise marketing tactics that may work in your patient environment. 3. Discuss how emails can be used to reach beyond the patient to the prescribers in your market. Disclosures: David Kirk is receiving an honorarium for this program. The conflict of interest was resolved by peer review of the slide content. Kayla Livingston declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. NCPA’s education staff declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. NCPA is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. This program is accredited by NCPA for 0.15 CEUs (1.5 contact hours) of continuing education credit.
Transcript of 116th Annual Convention - ncpa.co · 116th Annual Convention Date: Tuesday, October 21, 2014 Time:...
116th Annual Convention
Date: Tuesday, October 21, 2014 Time: 2:45 pm – 4:15 pm Location: Austin Convention Center, Room 18CD, Level 4 Title: E- Marketing and the Power of the Patient Emails
ACPE # 207-000-14-234-L04-P 0.15 CEUs ACPE # 207-000-14-235-L04-T Activity Type: Application-based Speaker: Kayla Livingston, Senior Project Specialist, Preckshot Professional Pharmacy
David Kirk, APR, President, The PR Guy Pharmacist and Pharmacy Technician Learning Objectives: Upon completion of this activity, participants will be able to: 1. Explain the benefits to utilizing patient emails for marketing and challenges in gathering emails from
patients. 2. Devise marketing tactics that may work in your patient environment. 3. Discuss how emails can be used to reach beyond the patient to the prescribers in your market. Disclosures: David Kirk is receiving an honorarium for this program. The conflict of interest was resolved by peer review of the slide content. Kayla Livingston declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. NCPA’s education staff declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.
NCPA is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. This program is accredited by NCPA for 0.15 CEUs (1.5 contact hours) of continuing education credit.
NCPA Disclosure Statement The National Community Pharmacists Association (NCPA) Office of Continuing Education makes every effort to develop continuing education activities that are scientifically based, accurate, current, and objectively presented. In accordance with the Accreditation Council for Pharmacy Education Standards for Commercial Support NCPA has implemented a mechanism requiring everyone in a position to control the content of an educational activity to disclose any relevant financial relationships with any proprietary entities producing health care goods or services and mange/resolve any conflicts of interest prior to the activity. Individuals must disclose to participants the existence or non-existence of financial relationships. NCPA does not view the existence of interests or relationships with commercial entities as implying bias or decreasing the value of a presentation. It is up to the participants to determine whether the interest or relationships influence the presenter with regard to exposition or conclusions. If at any time during this activity you feel that there has been commercial or promotional bias, please inform us by reflecting the information on the session evaluation form.
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Email Marketing and the
Power of Patient Emails
DisclosureDisclosure
• David Kirk is the President of thePRguy, LLC and is receiving an honorarium for this program. The conflict of interest was resolved by peer review of the slide content.
Learning ObjectivesLearning Objectives
• Explain the business and public affairs values of obtaining email addresses from customers.
• Explain the benefits of using patient emails for marketing and the challenges in gathering emails from patients.
• Discuss tactics that may work in your patient environment.
• Discuss database maintenance, challenges and techniques.
• Discuss best practices in e-marketing.
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About MeAbout Me
• Communication consultant for 40+ years
• Experience in every aspect of healthcare markets
• Worked for compounding pharmacies for more than a decade in crisis management, marketing and regulatory affairs
What We’ll Cover TodayWhat We’ll Cover Today
• Where you are in the process
• Your thoughts about that
• The public affairs and business value of capturing email addresses
• The benefits of e-marketing
• Permissions
• The value proposition: WIIFM
What We’ll Cover TodayWhat We’ll Cover Today
• Collection methods
• Why database management matters: three principles
• Email service providers - why?
• E-marketing best practices
• Get it opened, get it read, get an action
• Conversation
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Where Are You?Where Are You?
What Are Your Thoughts?What Are Your Thoughts?
Pop QuizPop Quiz
I hate it when they
do popquizzes!
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QuestionsQuestions
• What do people use more than all social media, search-engine look-ups and Internet page-views combined?
• What personal identifier is more common than Social Security numbers and driver’s license numbers?
• What is the most widely used, most highly prized piece of real estate on the Internet?
• What electronic asset surpasses Facebook and Twitter accounts combined?
• What does every company, cause, charity, crook and candidate want most from you?
• Chances are, you have at least one.• By 2016, there will be 4.3 billion of these.
AnswersAnswers
A. Smartphones
B. Teenagers who know more about computers than you do
C. Voter registration cards
D. Opinions about politics
E. Websites
F. Email addresses
Email Addresses and Public AffairsEmail Addresses and Public Affairs
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Millions Depend on PharmaciesMillions Depend on Pharmacies
• But Congress depends on money, votes and lobbying.
• Everett Dirksen: “When I feel the heat, I see the light.”
• You can’t turn up the heat fast enough without email addresses.
Business Success Depends on EmailsBusiness Success Depends on Emails
• Average ROI on every dollar spent in email marketing is $40.56 (2011 data).
• Email lets you touch customers with frequency, speed and intimacy at a lower cost than any other method.
• An expected, important part of a business relationship• People choose one vendor over another based on
email-driven convenience.– Customer support– Order, shipping, tracking information– Refill reminders and pick-up notifications– Special offers– Recall notifications
Business Success Depends on EmailsBusiness Success Depends on Emails
• Email builds loyalty, increases customer engagement, improves retention rates, increases sales and makes it easy to recommend you to others.
• A loyal, engaged customer is a source of repeat sales, up-sales, cross-sales, recommendations, social media posts and positive reviews.
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More Reasons to Love Email AddressesMore Reasons to Love Email Addresses
• It’s environmentally greener.
• It’s measurable.
• It gets better response rates.
– Average 20-30% open rate versus 1-2% response rate for snail mail.
• 83% of consumers open their email first thing in the morning.
• 74% of adults online prefer commercial communication by email.
• In the past month, 68% of email users say they have acted on a marketing offer received by email.
There’s Gold in Them Thar EmailsThere’s Gold in Them Thar Emails
• But unlike gold, email addresses go bad.
• They have a B.U.D.
• About 25% will be dead within a year.
• Capture and database maintenance are both important.
Capturing Email AddressesCapturing Email Addresses
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Where’s the Cheese?Where’s the Cheese?
• The cheese is the WIIFM: What’s In It For Me?
• You must give value for the value received.
Refill reminders? Pick-Up notices? Special offers? Recall notices? Coupons? Health news? Special events?
• Everyone in your organization should be able to recite the WIIFM reason for giving an email address like the Pledge of Allegiance.
18 Ways to Harvest the Low‐Hanging Fruit18 Ways to Harvest the Low‐Hanging Fruit
1. Just ask.2. Sign-up sheet near points of contact3. Website form4. Website pop-ups, pop-unders5. Make it part of the prescription-filling process.6. Make email capture rates an employee metric
– Set goals– Make it a game– Tie it to compensation and evaluation
7. Use bag stuffers.8. Use postcards to drive customers to an online sign-up.9. Put a link in the signature of every email that leaves your
business.
18 Ways to Harvest the Low‐Hanging Fruit18 Ways to Harvest the Low‐Hanging Fruit
10. Ask for an email on everything you print; use a QR code.
11. Use social media to drive people to your website.
12. Use a box or fishbowl to collect business cards for a prize drawing.
13. Start a birthday club - give something to draw them to your store.
14. Offer remarkable content that can be accessed only with an email address: an ebook, a special newsletter, a whitepaper.
15. Run a joint promotion with a local business partner.
16. Conduct webinars. The price of admission? You guessed it.
17. Use social sharing services like Add to Any on your website.
18. Use an email append service.
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Your TurnYour Turn
• What are you doing?
Database MaintenanceDatabase Maintenance
Why Database Maintenance MattersWhy Database Maintenance Matters
• 25% will be obsolete a year after you collect them.– John Wanamaker: “Half the money I spend on
advertising is wasted; the trouble is, I don't know which half.”
• Every not-permission-based commercial email you send that violates the CAN-SPAM Act could cost you $16,000.
• You want to use email marketing to build your reputation, enlighten and engage your customers and make sales.
• Communicating with the right people, about things they want to know, when they want to know, and when they have asked for it, is just good business.
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Three PrinciplesThree Principles
• Keep it lean and clean.• Know your metrics.• One size does not fit all.
Keep It Lean and CleanKeep It Lean and Clean
• Bigger is not better.
– More than 2% “hard bounces” put you at risk of violating CAN-Spam.
– Big email providers will flag your server for sending repeated emails to non-existent addresses on their systems.
– Once flagged, it is extremely difficult to undo the damage.
– This could literally shut down your business.
Know Your MetricsKnow Your Metrics
• Bounces
– Soft and hard
• SPAM reports
• Opt outs
• Opens, click rates and forwards
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One Size Does Not Fit AllOne Size Does Not Fit All
• Strike “the general public” from your vocabulary.
– Each person is unique with many self-identifiers.
– Speak to each person appropriately to your relationship.
• This means list segmentation is critical.
Email Service Providers: ESPsEmail Service Providers: ESPs
Email-Marketing-Service-Review.TopTenReviews.com
Best PracticesBest Practices
• Make it personal.• Respect the terms.• Honor preferences.• Deliver value.
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Make it PersonalMake it Personal
• A recipient is 22% more likely to open an email if the subject line includes his or her name.
• Always speak to the “personal identifiers” of each recipient.
• Send only relevant content.
• Speak to one person, not “some of you.”
Respect the Permission TermsRespect the Permission Terms
• Not respecting permissions is where you can get in trouble.
– Opt-outs increase.
– Spam reports increase.
– Your reputation suffers.
• Don’t use the list in any way you promised not to.
Honor PreferencesHonor Preferences
• This is in addition to personalization.
• Send only what they’ve told you they want, whenthey’ve told you they want it.
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Deliver ValueDeliver Value
• Improve their lives.
– Practical
– Inspirational
– Motivational
– Useful
– Timely
Tips and TacticsTips and Tactics
Get Them to Open ItGet Them to Open It
• “From” address clearly identifies your business.
• Focus on the subject line - it’s more important than the content.
– Fewer than 50 characters
– Reflect your brand personality
– Personalize
– Describe contents
– Describe value to recipient
– Use online service and/or ESP to test for spam
– Test, test, test.
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Best Subject Line StylesBest Subject Line Styles
• Succinct and to the point
• Funny
• Controversial or shocking
• Single word
• Lists and numbers
• Questions and other punctuation
• Scarcity
• Alliteration
• Non sequiturs
Best Subject Line StylesBest Subject Line Styles
• Lists of three
• Shock and awe
• Rhymes
• Common enemy
• Made-up words
• Pop culture references
• Metaphors and similes
• Name the audience
• Promises
• NOT MORE CAPS
Make Sure They Can Read ItMake Sure They Can Read It
• 53% of U.S. consumers read email on a smartphone at least several times a day.
• 65% of emails are opened on smartphones or tablets.
• Every good campaign has a landing page.
– Email and the landing page to which it links must be readable on scores of screen sizes, operating systems, browsers and email clients.
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Readability TipsReadability Tips
• Use professional templates and/or a graphic designer.
• Critical information appears “above the fold,” in the top 250 pixels of the email.
– Logo
– Key benefit(s)
– Call to action
• No wider than 600 pixels
• “Responsive” web site
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Online ResourcesOnline Resources
• 25 Clever Ways to Grow Your Email Marketing List(http://blog.hubspot.com/blog/tabid/6307/bid/32028/25‐Clever‐Ways‐to‐Grow‐Your‐Email‐Marketing‐List.aspx)
• 89 Ways to Get Email Addresses for Newsletters and Marketing Campaigns (http://markthemarketer.wordpress.com/2012/02/26/89‐ways‐to‐get‐email‐addresses‐for‐newsletters‐marketing‐campaigns/)
• 29 Ways to Collect Email Addresses for Your Business (http://www.verticalresponse.com/blog/change‐up‐your‐newsletter‐get‐more‐clicks/)
• Ten Great Incentives for Consumers to Give Businesses Their Email Address (http://www.tryitlocal.com/home/Email‐Marketing/small‐business‐customer‐email‐address‐collection)
Online ResourcesOnline Resources
• Seven Ways to Get Customer Email Addresses (http://www.microsoftbusinesshub.com/news_and_updates/7_ways_to_get_customer_email_addresses)
• CAN SPAM Compliance Guide (http://www.business.ftc.gov/documents/bus61‐can‐spam‐act‐compliance‐guide‐business)
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Online ResourcesOnline Resources
• Email List Maintenance Infographic (http://www.austin‐williams.com/blog/assets/content/john‐leary/email‐list‐maintenance‐infographic.pdf)
• 8 Email Marketing Basics to Remember (http://www.verticalresponse.com/sites/www.verticalresponse.com/files/2‐11_back_to_basics_guide.pdf)
• Infographic: 10 Best Email Practices (http://i.marketingprofs.com/assets/images/daily‐chirp/ten‐best‐email‐practices‐infographic.jpg)
Online ResourcesOnline Resources
• 2013 Email Marketing Metrics Benchmark Study (http://www.silverpop.com/Documents/Whitepapers/2013/WP_EmailMarketingMetricsBenchmarkStudy2013.pdf)
• Average Open, Click-through and Bounce Rates by Industry (http://support2.constantcontact.com/articles/FAQ/2499)
• Is Your Brand Sending Emails Thursdays at Lunch Time? So Is Everyone Else(http://www.clickz.com/clickz/news/2335953/is‐your‐brand‐sending‐emails‐thursdays‐at‐lunch‐time‐so‐is‐everyone‐else‐study)
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Online ResourcesOnline Resources
• This tool shows how your subject line and content will look in different email clients (https://litmus.com/resources/subject‐line‐checker)
• This tool tests your subject line and content for SPAM triggers (http://www.emailspamtest.com)
• The ABCs of A/B Testing (http://marketingland.com/the‐abcs‐of‐ab‐testing‐42554)
• The 9 Best Email Subject Line Styles to Increase Your Open Rates (http://www.wordstream.com/blog/ws/2014/03/31/email‐subject‐lines#.)
• Best Practices for Email Subject Lines (http://kb.mailchimp.com/article/best‐practices‐in‐writing‐email‐subject‐lines)
Online ResourcesOnline Resources
• 100 Inspiring Email Subject Lines (http://www.slideshare.net/ExactTarget/etmc‐100‐inspiringsls)
• The New Science of Email Subject Lines (http://blogs.wsj.com/atwork/2014/03/24/the‐new‐science‐of‐email‐subject‐lines/)
• What is a Double Opt-in Email List and Why is it Important? (http://www.entrepreneurs‐journey.com/509/what‐is‐a‐double‐opt‐in‐email‐list‐and‐why‐is‐it‐important/)
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E-Marketing & The Power of the Patient
Kayla Livingston & Micheline MaloofPreckshot Professional Pharmacy
DisclosureDisclosure
Kayla Livingston declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.
Micheline Maloof declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.
Preckshot Professional PharmacyPreckshot Professional Pharmacy
• Our Mission
• Our Brand
• Our Competitors
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The Preckshot PlanThe Preckshot Plan
• Physician Based Marketing
– Cold Calling
– Breakfast, Lunch, Dinner or Snack
– Professional Seminars
– CRM System
• Patient Based Marketing
– Public Seminars
– Education Series
– Radio Program
• E-Marketing
What is E-Marketing?
“E-Marketing encompasses all the activities a business conducts via
the World Wide Web with the aim of attracting new business,
retaining current business and developing its brand identity.”
Step 1 PlanStep 1 Plan
Step 2 PrepStep 2 Prep
Step 3 PerformStep 3 Perform
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Plan, Prep, PerformPlan, Prep, Perform
www.bufferapp.com
E-Marketing: FacebookE-Marketing: Facebook
• When to post?
• What to post?
• Analytics
E-Marketing: FacebookE-Marketing: Facebook
• Videos
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E-Marketing: TwitterE-Marketing: Twitter
• Linked to Facebook account
• What’s trending?
E-Marketing: InstagramE-Marketing: Instagram
• Photo based rather than information based
• What’s trending?
E-Marketing: PinterestE-Marketing: Pinterest
• Building a Brand
• Our Boards:• Preckshot
Preferred• Rx Skin Therapy• Nurtrition• Weight Loss• Health & Wellness• Hormone Health• Motivational
Quotes
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Pinterest: Number of UsersPinterest: Number of Users
E-Marketing: Pinterest AnalyticsE-Marketing: Pinterest Analytics
E-Marketing: WebsiteE-Marketing: Website
• www.preckshot.com
• Mobile Responsive Website
• Online Store
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E-Marketing: Website & Radio ProgramE-Marketing: Website & Radio Program
• Weekly Radio Program
• Uploaded to website
E-Marketing: Online Reviews & Check-InsE-Marketing: Online Reviews & Check-Ins
• Yelp
• Foursquare
E-Marketing: EmailE-Marketing: Email
• How do you grow your email list?
• Ask!
• Seminars, Health fairs, etc.
• What are the barriers in asking patients for their emails?
• Staff not wanting to ask
• Staff not wanting to hear the answer No
• How did we encourage our staff to ask?
• Motivate!
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E-Marketing: EmailE-Marketing: Email
• “I have gathered email addresses, now what?”
– Introduce your staff
– Newsletters
– Promotion of an event, a new product, a new service, etc.
– Birthday Email
– Radio Program
– Product Highlight
E-Marketing: EmailE-Marketing: Email
• Constant Contact
– Newsletter example
• Ace of Sales
– Postcards
E-Marketing: Email, Constant ContactE-Marketing: Email, Constant Contact
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E-Marketing: Physician Based EmailsE-Marketing: Physician Based Emails
• Our Pros & Our Cons
• How we approach the topic with physicians
• Does mass email marketing work for every pharmacy?
Preckshot Perks
Preckshot PerksPreckshot Perks
• Earn rewards
• Donate to charity
• Gift cards
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E-Marketing: What is the Real Trend?E-Marketing: What is the Real Trend?
www.bufferapp.com
E-Marketing: Preckshot Plan of ActionE-Marketing: Preckshot Plan of Action
• Plan – Prep – Perform
• Gather patient email addresses and follow up
• Contacting physician
• Make shopping at your pharmacy rewarding
• Always be aware of trends
• Preckshot Plan of Action: YouTube, Blog, Podcast
