Reaching Physicians Via Email – A Media Buyer’s Guide

Email has upended traditional media-buying practices by presenting a new medium with unique purchasing considerations. Office-based physicians are busy and typically inaccessible, so it’s crucial that the elements of email communication, including physician email addresses, composition, design and timing, are carefully considered to maximize results.

Selecting and Purchasing Your Physician Email Addresses

Unlike other forms of media such as print and television, email has the ability to narrowly target all types of physicians in any quantity. Some considerations to address when purchasing physician lists are:

o Narrow Your Audience. Email marketing has the advantage of directly targeting specific physician audiences with no unwanted contacts included Email1and1 . You can target physicians very narrowly-by specialty, practice size, hospital affiliation, patient volume, geography or gender. For example, if you only want to market to physician offices with a daily patient volume of 20 or less, you can select and purchase that specific audience.

o Name Quality. The quality of the actual email addresses must also be considered. Are they business-domain emails with doctor’s names like jsmith at docoffice dot com or generic emails like info at docoffice dot com? Reaching an actual practitioner is ideal so general mailbox addresses won’t be as effective or valuable as those with names. Non-business-domain emails, such as Yahoo, Hotmail and Gmail addresses, are also available. Depending on your service, you may or may not consider using these addresses. They are generally ineffective.

o List Licensing. You should also organize your email campaign to determine what level of usage you will need. Data-provider companies simply do not hand over their physician databases. You must select from options like one-time use, a specific licensing timeframe or unlimited use. This means that you can select what types of physician contacts you want to reach and how many times you’d like to do so. Usually, you will never be allowed to see on the contacts you’re purchasing. You find out how many email addresses exist in the database you want, and you “buy,” or more accurately, “rent,” them. Once you provide the creative and deployment specifications, your data provider will usually have a third-party service broadcast and track your campaign.

o Pricing. You’ll need to determine the scope of your audience by choosing a quantity of physician email addresses. Most often, they are purchased by the thousand or per “M.” A list rental will usually cost from $400 to $500 per thousand. If the rental does not include deployment, set up, test runs, transmission and a summary of results, there will be an extra fee. If you’re planning to deploy multiple emails, it may be wise to purchase a two- or three-time deployment rental. These run approximately $1,000 per thousand and will save you money. Order minimums are typically in the low thousands. Extra options like image hosting, personalization and URL tracking will price between $50 and $150 in most cases. File suppression, HTML design analyses and HTML spam analyses can be pricier, but are valuable services and can be added on to most orders. Most providers only sell business domains with names, so if you do come across any non-business domains, they are likely to cost less. Many providers will guarantee their lists or will only have you pay for delivered emails.

Leave a comment

Your email address will not be published. Required fields are marked *