Insight Drop: How Successful Medical Affairs Teams are Using Email to Drive HCP Engagement
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Episode Summary
With social media and digital platforms dominating the conversation, email marketing might seem like yesterday’s news. However, for Medical Affairs professionals seeking to engage HCPs, email remains one of the most significant yet underutilized channels in their communication strategies.
In this episode of Transforming Medical Communications, Wesley Portegies is joined by Janna Crabb, Director of Digital Communications Strategy at MedComms Experts, to break down how pharma teams build effective, compliant, and engaging email strategies to reach without spamming or getting ignored.
We’ll talk about:
- How to build a quality HCP email database through organic acquisition vs. purchased lists
- Why email should be integrated into your broader omnichannel medical communications strategy
- The optimal email frequency framework
- How to structure email campaigns around key events like congress presentations and data releases
- The three critical metrics for measuring email success
- Why A/B testing subject lines and content can significantly improve engagement metrics
Guest at a Glance
Janna Crabb is the Director of Digital Communications Strategy at MedComms Experts, specializing in digital engagement strategies for HCPs. With vast expertise in email marketing and multichannel communication, she guides pharma companies in developing effective digital outreach programs. Janna’s work in digital strategy has helped Medical Affairs teams optimize their communication channels and achieve better engagement rates with healthcare professionals.
- Connect with Janna Crabb on LinkedIn
Host at a Glance
Wesley Portegies is the Chief Strategy Officer and Founder of Medical Communications Experts, an agency specializing in effective Medical Communications strategies for pharmaceutical companies. An experienced entrepreneur, Wesley started his first company at 19 and has built multiple successful companies. With over 20 years in the Medical Industry, both on the agency and industry side, he is driven by a passion for Medical Communications.
- Connect with Wesley Portegies on LinkedIn
Hot Takes and Key Highlights
- [00:42] Why Email Deserves More Respect in Medical Affairs
Email is a powerful, measurable channel for Medical Affairs teams to reach thousands of HCPs at once. Janna highlights that while email is often underrated, it can be a strategic part of your communication plan. With the right design and message, email lets you not only engage HCPs visually and effectively but also track exactly who’s opening, clicking, and connecting with your content.
“Email is 100% something that is still incredibly effective. Not everybody, but many people read their email, and if something seems of interest to them, they’re gonna open it and read it.”
- [03:06] Is Email Better Than Social Media for HCPs?
If you’re in Medical Communications and not fully leveraging email, you’re missing a huge opportunity. Email is still one of the most effective channels, often more than social media, as long as it’s done right. Start by checking internally for existing CRM lists before trying to build one from scratch. Focus on organic sign-ups at congresses or through your website instead of jumping straight to purchased lists, for which HCPs haven’t opted in and can result in high unsubscribe rates. The key is consent-based engagement: you want people who want to hear from you.
“Email is pretty high up there, honestly. I would place it higher than, for example, social media.”
- [09:52] Building a Year-Round Email Strategy
Don’t overthink your email frequency. Three to four well-timed, valuable emails a month are perfectly acceptable if they’re tied to meaningful content and events. Instead of worrying about bothering your audience, build a thoughtful, strategic calendar around real triggers like congresses, data releases, or monthly updates. Email is just a channel; your content is what counts.
“You don’t want to send an email out when you have nothing to say. You wait until there’s content and information that you know will be of value to your audience.”
YouTube Chapters
- [00:00] Intro
- [00:42] Why Email Deserves More Respect in Medical Affairs
- [01:42] The Truth About Email Lists
- [03:06] Is Email Better Than Social Media for HCPs?
- [05:44] Tools You Should Be Using
- [09:01] How Many Emails Are Too Many?
- [09:52] Building a Year-Round Email Strategy
- [12:56] Driving Website Traffic Through Email
- [14:13] Metrics That Matter
- [17:52] Optimize with A/B Testing
- [18:59] The #1 Piece of Advice for Getting Started