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If chemical e-Marketing is slowly but surely gaining momentum, then Pharmaceutical e-Commerce is still in its infancy. I haven’t seen as many mistakes and bad moves anywhere in the B2B field as with pharma. Unfortunately, many companies are taking the completely wrong approach in employing or subcontracting cross-industry e-Marketing professionals to handle this very complicated and specific field.

There are not many real specialists in this area (I have heard stories from them that when applying for positions within the industry, they are often faced at interview by someone with no idea of pharma-specific problems whatsoever.

These people don’t even know the most common abbreviations used in pharma / API business such as: DMF, USP, BP, etc. Therefore, in many cases, pharma or marketing companies take on board new media specialists that put emphasis on user experiences, WEB 2, interactivity, and other secondary issues.

This approach creates systems of Pharmaceutical e-Marketing similar to the marketing of food and beauty products. But the pharma industry is noticeably different. So the main advice would be: if getting on board a pharma / API specialist then make sure that he/she knows the industry itself not just general B2B(C) e-Marketing.

Meanwhile, let’s discuss what pharma e-Marketing is and how it should be organised. Many aspects of it are similar to chemicals but with a number of differences.

The pharmaceutical market is going through turbulent times. In fact, the only thing protecting it from invasion by very advanced R&D companies from Asia and the Far East is the large number of regulations and bylaws. At the same time, the regulations and bylaws in the developing markets are less strict, so cheap generic alternatives are becoming highly competitive. One of the few weapons left in the hands of the Brands is a media campaign labelling generics as unsafe. If in some cases they do have grounds, then in many others they do not. For example; some simple drugs produced in the Far East are made at the same factory both for generic and brand options. Branded pharma products carry one of the oddest features ever seen on the market, when packaging costs more than content. This is an example of a weak point where generics are hitting them hard! Especially in the developing markets.

As a result, the new media subcontractors are taking on board not pharma specialists but PR professionals with new media backgrounds, in order to create an extensive promotion subsystem making products even more expensive (to absorb the costs). This gives generics more space to operate and requires fresh promotional effort from brands, therefore creating a never-ending circle.

Another common mistake made by inexperienced new media professionals is a misunderstanding of the pharma process itself and the stages involved. For instance, in many cases pharmaceutical companies which want to market their new development are approaching new-media companies which immediately start a campaign for a “new drug”. Meanwhile the compound in question is actually an API which has completely different ways of introducing and promoting as a product. Therefore let us define the actual term “Pharmaceutical e-Marketing” which is in reality not a single concept and could be divided into three categories

End user (including doctors and hospitals): This is actually something which is commonly known as “Pharma e-Marketing” but in fact it is only a tip of an iceberg. At this point most mistakes are being made by mixing it up with the rest of the pharmaceutical industry. It is mostly based on providing reports, scientific data, etc. to the specialists in order to start the promotion of a new drug. A type of the e-Marketing strategy used nowadays is new media.
Bulk drugs: This sector is not visible to the end users and mostly involves established drugs like antibiotics, antipyretic, etc. The competition is getting tougher but is mostly left outside the scope of the e-Marketing. Type of the  e-Marketing used – anything from a catalogue on the web to the chemical portals.
API:  New and probably the most exciting area of pharma e-Marketing. APIs are pure B2B as they are distributed between the pharma companies only. There are very few specialists in this area but due to tremendous progress made in this field in countries like India and China the industry is about to gain serious momentum. Type of the e-Marketing used – highly individual, depends on the skills of the specialist involved.

Overall there are two contradicting tendencies in the section 1 and 2 from the above list. In-flow of brand promotions and out-flow of generic products information targeting mostly developing markets. In fact there is a draw situation at the moment as none of them wins. Well, almost a draw as generics have an edge over the brands and if this advantage is pressed home the gap will get wider shortly. There are well known techniques in branding, such as the “smear campaign” method used in anti-generic strategy. But at the same time the possibilities for e-Marketing generics are truly unlimited as they are not tied by the same restrictions that branding professionals have almost everywhere from pharma to washing-up liquids and cereals. Therefore if someone taps into this very pharma-specific strategy then, even with thousand times less investment than brands, it is possible to achieve much better results.

The third section is a terra incognita for many e-Commerce specialists simply because it has too much industry-specific and scientific information. At the same time there are a large number of high quality R&D laboratories in Asia and Far East whose production and know-how is ahead of the Western competition. So presenting their products to the other pharma and R&D companies is becoming a high-priority task.

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Email marketing is the oldest and yet the most effective method of Internet marketing, despite all modern tools that are available today. While blast email marketing has become a phenomenon and an essential for the marketer who intends to introduce products and services into the market, it is email that facilitates such marketing. Therefore as a marketer, you need to enlist the services of an expert in the domain of email marketing services, who knows what your market is and what you want to deliver in terms of value. A good service provider can deliver exactly what you want to deliver regardless of what your niche or your market is.

Defining good services

What sets apart a good services provider from others is the list of services and comprehensiveness of such services. A good provider can give you everything your business needs. While building lists is easy, it is essential to maintain the lists and build an email marketing campaign around it. The scheduling and timing of mails is important. In addition to that, the process of email marketing should be automated because as a marketer you should be spending your time planning your next product, service, or joint venture. Good services will take care of welcoming a new contact, as well as take care of forms and submission, and links. Most marketers often use services which tend to border on SPAM. Blast email marketing, if not done properly, will be seen as SPAM, and this defeats the whole purpose of marketing.

Your email marketing manager

From planning messages to sending them out, marketing through email is all about preparation and timely execution. You should be able to gauge the condition of the market and analyze the competition in order to use it effectively. For the same you need your services provider to be your email marketing manager. You will be provided with all the tools and software, but to get the most out of it your campaign also should be micromanaged by the expert.

Services that complement email marketing

Today, Internet marketing involves several aspects and email marketing is just one aspect albeit a very important one. However, it has to be used with the means of marketing like social networking, in order to deliver your marketing campaign the mileage it requires.

There is a huge difference in the kind and extent of service provided by different bulk email marketing services. Some service providers focus only on providing you the software for bilk marketing and troubleshooting any technical problems. Some others will you all the three major services related to bulk marketing: the software, the tracking and list management. But, there are other service providers in the industry, like Emercury, who can add a new paradigm to bulk email marketing. Such service providers are responsible for coming up with innovative ideas like email calendars, etc.

No matter what services you are looking for, it is important that is backed by efficient and quick customer support. This is also true for bulk email marketing services. With advancing technology, there are new tools and techniques being introduced in the business of email marketing on a regular basis. We, at Emercury provide you with expert technical support as and when you need it.

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Printed postcards are more attractive than e-postcards. E-Postcards marketing don’t make me feel special as it does feel with traditional printed Postcards marketing. E-Postcards marketing are less expensive, and they are easy to design because you don’t have to go out to haggle with printing companies about costs and designs. With only one click, you can send one mail to thousands of recipients. But the fact remain same e-postcards cannot attract a consumer attention as printed postcards.

Benefits of printed postcards:

A printed postcard can do several things that an e-postcard cannot. Let’s look at some benefits of the printed postcards:

Printed postcards last longer than e-postcards because it cannot be easily deleted. In the case, of e-postcard if you ever received any E-mail from unknown contact you instantly send it into the Trash. It’s easy, to put the E-postcard in the bin or might accidently send them into Trash. However, with printed postcard consumer can retrieve message easily and realize that postcard is important for them.

With printed postcard marketing, you can carry different designs and format that are more personal. It looks personal only when consumers feel that the person who sent this card has spent lots of his time and effort; by going to postcard printing company and getting his nerves stretched to its limit to deliver specific terms to their target audience on specific time. This way, consumers can feel how special they are.

Printed postcard marketing allows you to send your message to the hand of recipients. On the other hand, consumers first have to visit the host site for E-postcard. What if your website didn’t work on the consumer internet server due to slow down or break down of server?

For printed postcards, your consumers don’t need to have electricity, internet or computer to read your message. Stay with traditional postcard marketing because your consumer may not have a keen interest with the use of computers. If you have designed a good postcard consumer can post it on a refrigerator or can be used as decoration material. They can actually see and feel the texture, design and quality but, this is not the case with E-postcards.

Using Postcard Marketing

This is what I think about Printed postcard marketing but it is up to you and your need to decide which method is good for you. Whatever way you choose, it is a great way to convey a message to your target audience. Use this marketing tool to inform everybody about your recent events and things.

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Article by Don R. Crawley

Copyright (c) 2008 Don R. Crawley

Legitimate email marketing is a great way to stay in touch with your customers and prospects. It’s inexpensive, fast, efficient, and environmentally friendly. Email marketing allows you to target your customers and prospects by their particular interests, it allows you quickly announce special promotions (either planned promotions or impromptu promotions based on changing conditions). Email is the perfect way to send a monthly newsletter. Email marketing’s efficiency was underscored in a study by the Direct Marketing Association which found that in 2005 email marketing returned an amazing .25 in revenue per dollar spent on it!

How can you get started with email marketing? Start by collecting your customers’ email addresses. Even if you don’t currently do email marketing, gather your customers’ email addresses now so that, when you decide to start communicating with your customers via email, you’ll already have a good list. Have a sign-up sheet at each of your checkout counters or at your reception desk. Be sure to include a sign-up form on your website. Offer an incentive such as a monthly drawing from the collected email addresses. Be sure to include a privacy statement on your forms and sign-up sheets such as, “Privacy notice: We don’t share your information with anyone.” (Of course, that means you can’t share that information ever.) Remember, email addresses are free (or very inexpensive) to gather.

Now, the three secrets to making email marketing a winner for your business.

Secret number one: Do only “permission-based” email marketing. In other words, only send email to people who have requested your email messages and make it easy to opt-out of future emails. There is a slimy side to email marketing thanks to spammers. Obviously, you want to be associated with the reputable side of email marketing. If a customer, a prospect, or a site visitor willingly provides their email address, you’re not spamming. If you get it any other way, you’re spamming. A commonly used technique for dealing with subscription requests from your website is called a “double-opt-in”. A double-opt-in requires the individual to first request your email marketing, then a confirmation request is sent to their email address. They must click a link in the confirmation email or otherwise confirm their desire to receive your email before they’re added to your list. The rule is simple: If in doubt, don’t send it out.

Secret number two: Make your email marketing messages compelling for the reader. Keep them short and to-the-point and ensure that the recipient will see the value in whatever you’re saying. Increasingly, people are becoming distrustful of “hypie” messages that sound like they were written by an advertising copy writer. Make your message real, make it personal, and make it deliver a benefit from the readers’ perspective. If there’s nothing in it for them, they’ll just delete your message or possibly even report it as spam.

Secret number three: Be consistent. Whether you choose to send an email campaign every week, every month, or every quarter, be consistent. One very successful email marketer even includes these words at the top of every email he sends: “Sent the third Tuesday of every month…” Your consistency in your marketing efforts reflects your dependability as a company.

What about the mechanics of email marketing? Many very small businesses just use their regular email accounts. Such a solution can work, but it doesn’t scale well as your email list and business grow. It also requires you to manage your new subscribers and unsubscribe requests. A better solution is to use a commercial email marketing service. Such companies provide templates to make your messages look professional. They also provide tracking information on how many messages were actually opened and read, automatic opt-out links on your marketing messages, tutorials, assistance in complying with the CAN-SPAM act, and more. Costs start at about per month and go up from there based on various criteria such as the size of your list and the frequency with which you send messages. Most such companies provide a free trial period so you can get familiar with their service. There are many email marketing companies, but here are three for you to consider: iContact (www.icontact.com), GetResponse (www.getresponse.com), and Constant Contact (www.constantcontact.com).

Make sure you’re compliant with the CAN-SPAM act. Of course, this is not legal advice (I’m no lawyer!), but compliance means being honest in your subject lines about the content of the message, including an easy opt-out method in every message, and including your complete contact information in every message.

Regardless of how you decide to do your email marketing, now is the time to start gathering email addresses. Email marketing, done properly, is flexible, affordable, efficient, and potentially very profitable for your business.

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Article by Jason OConnor

Poor Eddie the e-marketer has been plagued by errors in judgment all his life. From always picking the longest line at the toll booth to buying lots of dot com stocks right before the bubble burst, he constantly struggles with making the right choices. From disagreeing that a car really needs oil changes every three thousand miles to insisting that the eight-track is going to make a comeback, Eddie bumbles through life perplexed. One area that particularly suffers is his e-marketing efforts.You see, Eddie recently got himself a new website for his business. Unfortunately, he’s been trying in vain to turn it into a vehicle for getting leads and making sales. He’s confused. He’s dazed. He thrashes about lost in a maze. Although he at least understands the importance of e-marketing for driving traffic to his site, he’s like a hamster running on a wheel, wasting energy and getting nowhere. Let’s take a look at a few of the more typical e-marketing errors Eddie regularly makes.Treat the Web as a different mediumThe other day his business partner, Betty, showed Eddie a recent half-page ad they ran in one of their industry’s magazines. Eddie, excited at how pretty the pictures were, wanted it up on their website pronto. Did he alter it in any way before they posted it to the site? Did he add a specific call to action hyperlink in it? Did he optimize the large print graphics so they would download fast in people’s browsers? Nope. He just took the ad, as is, and posted it. Eddie has never been able to grasp the idea that traditional marketing and e-marketing, while related, are not the same thing. What works in print doesn’t always work online. Why? Different mediums require different approaches. Look for Eddie’s static magazine ad in his first TV commercial, just the motionless ad on the screen for thirty seconds. Riveting.The Web is interactive. Site visitors can click buttons, fill out forms, or post immediate comments in forums or blogs. When Eddie was having his site built, he really just wanted to have a way to talk about his business. He wanted to tell the world how great his company was and the exciting history of its formation. This is called brochure-ware. It’s just taking a company brochure, posting it online and adding a few links. To say that Eddie is underutilizing the Web is like saying the ocean is mildly wet. The Web is extremely powerful and businesses have a choice of taking advantage of its power, or just scratching the surface with simple brochure-ware. It’s similar to buying a tank, climbing in and lifting the hatch only to shoot spit balls at the enemy. If you have that kind of power, use it.Ask your customers what they want Since Eddie doesn’t really grasp the interactive nature of the Web he guesses what his potential customers want and need. One day in a meeting Eddie was scratching his head, staring up at the ceiling and saying, “Gee, if there was only a way to figure out what our customers want, a way we could get in their heads, and a way to reach enough of them to get a really clear picture, hmm… ?” Thankfully, a timid but sharp junior associate raised her hand and suggested that they just ask their customers their opinions and needs directly, and do it online where they could ask a whole bunch of them. Eddie jumped at the idea. Finally he was going make the right choice, albeit aided by a junior associate, but the right e-marketing choice nonetheless. They created an html form with forty of the most important questions he could think of and posted a link on their homepage called “Customer Survey”.Offer incentivesOnly three people ever filled the survey out, and that was it. Eddie was dumfounded. What went wrong? He was hoping for hundreds. The problem was that Web users are not patient and generally don’t like to fill out forms, especially long ones. Even more importantly, they don’t like to do something for nothing. If you were jostling your way through a crowded store in a big rush and a bored teenage clerk asked you to fill out a survey of forty questions but wasn’t offering anything in return, how likely would it be that you’d do it? A more effective approach for Eddie would have been to narrow down his list of questions to four instead of forty, and offer a coupon for 10% off any online purchase in return for filling it out. If you want to create leads using your website, offer something for free and require your visitors to give you a bit of information first. They’ll be much more likely to respond if they get something they perceive as valuable in return. Give the people what they want, an incentive.Regularly study your website statisticsAnother area that Eddie seems to miss the e-marketing boat is in analysis. He doesn’t have time for looking at all those pesky Web statistics. He can’t be bothered with analyzing the number of visitors who come to his site, or how they got there, or where they go once they’re there. He’s rendered blind to his e-marketing campaigns’ successes and failures. It’s like always ignoring your checking account balance and then despairingly wondering where all your money went each week. What’s worse, because he ignores the numbers, he has no useful information to help plan his next campaign. Numbers help in life.A jumbo jet is off course 90% of time. It reaches its destination successfully by constantly checking the data on its exact position and continuously making the appropriate adjustments until it lands on target.Likewise, an e-marketing objective can be best reached by analyzing the data and making the necessary modifications. For example, if your target is a thousand visitors a week, then look at your website statistics and learn where the majority of your visitors are coming from. Discover what type of site, link or search engine is doing a lot of the referring. Then adjust your time and budget accordingly. It’s been rumored around the office that Eddie sometimes locks himself in his office and counts his new website’s hit counter, prancing around in jubilation each time the counter goes up by one. Yet he hates to hunker down and look at all the numbers, all the visitors, all the referrals, and then conduct a meaningful analysis to help understand the past and better plan for the future. Since Eddie hates looking at his site statistics, he has no idea how well his last email marketing campaign went. He sent out five thousand emails to a rented list and then asked his sales people if they got any more phone calls that day. It’d be like a television network executive asking his employees if they happened to see their neighbors’ TV sets on the night before to determine if the new show did well. Hey Eddie, I have an idea, check your Web stats for page views and you’ll know exactly how successful your email was! Poor Eddie the erroneous e-marketer, is he condemned to sub-par performances in life and business? If he tries to learn from his mistakes, if he starts to treat the Web differently than print or any other medium, he’ll start to see results. If he uses more of the Web’s power and potential, tapping into its interactivity and offering easy ways for his site visitors to communicate with him, and if he offers incentives to motivate his visitors to take action, then maybe, just maybe, he may not be doomed after all. Unfortunately, after choosing the longest line at the toll booth again, his car’s engine seized from idling and poor oil maintenance. So to pass the time waiting for the tow truck, he popped in an eight-track cassette, flipped open his cell phone and purchased some more Enron stocks. Jason OConnorCopyright 2004

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