Inbox Insider: Pharmaceutical e-mail gains reputation among consumers

Share this content:

Pharmaceutical e-mail has come a long way. While the sector has experienced challenges in the past with spammers sending e-mails offering deals on pharmaceuticals such as Viagra, it seems that legitimate pharma marketers are beginning to take back their name.

Receiving permission-based e-mail from a pharmaceutical company can be a positive experience, according to a new survey by Epsilon. Among respondents, 42% said the permission-based e-mail they receive from pharmaceutical companies has a direct impact on offline activities, such as taking medication as instructed by a doctor and filling prescriptions.

In addition, 44% of the respondents said they're more likely to stay on a drug from a pharmaceutical company that sends them permission-based e-mail. This is a long way from the bad reputation that the pharma industry has faced in e-mail.

And, e-mail from a pharma company that you have opted into receive makes sense. E-mail has the benefits of connecting with consumers in such a personal way, and health care professionals and pharma companies can have a very intimate relationship with a consumer's health. So it is no surprise that the industry is looking to be able to speak to patients directly through e-mail.

It helps build the relationship. The study found that 60% of respondents have a more favorable opinion of pharmaceutical companies that send them permission-based e-mail, and 53% said they're more loyal to pharmaceutical companies that send them permission-based e-mail.

It seems like there could be a new way to look at pharma e-mails.


Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above