email is not dead but changingv2

Company Confidential

© 2012 Eli Lilly and Company

eyeforpharma BCN 2014 Monica Vidal - ACE Digital Innovation lead. (Australia, Canada, Europe)

THE REIGN EMAIL OF

82%

72%

71%

66%

58%

35%

33%

23%

18%

3%

Checking email

Using search engines

Sending email

Visiting websites

Text messaging

Multimedia messaging

Instant messaging

Watching videos online

Scanning QR codes

None of these

Checking emailUsing search enginesSending emailVisiting websitesText messagingMultimedia messagingInstant messagingWatching videos onlineScanning QR codesNone of these

HCP Professional activities done in Smartphone

Taking the Pulse® Europe 2013 All Online EU Physicians Reference Deck

HCP Professional activities done in Tablet

76%

72%

72%

70%

40%

26%

7%

5%

Checking email

Visiting websites

Using search engines

Sending email

Watching videos online

Instant messaging

Scanning QR codes

None of these

Checking emailVisiting websitesUsing search enginesSending emailWatching videos onlineInstant messagingScanning QR codesNone of these

Taking the Pulse® Europe 2013 All Online EU Physicians Reference Deck

Open rates ……

Source: http://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs

Why is eMail important?

Right content Tailoring content to the segments’

needs

Right channel A multichannel approach to customer

interactions

Right customer Knowing what motivates

our customers to build relationships, loyalty and trust

Right time Delivering information via relevant

channels

Company Confidential

© 2012 Eli Lilly and Company

Lilly@yourservice

Belgium example

What we did

• Creation, by the marketing and medical teams, of customer centric and tailored content answering physician needs, questions and comprehension gaps • Intro message signed by the Sales Reps (In answer to your question…)

8

What we did…..

9

After the email we did a customer Satisfaction Survey

Direct link to informational resources (slide kit and summary)

Access to HCP Portal Neuroscience home page and

Medinfo email service

status 2013

10

All Sales Reps highly engaged in

the process

1041 personalized sent out in 2013 so it means also > 1000

additional “virtual” contacts !!!

Customer feedback

Company Confidential

© 2012 Eli Lilly and Company

Innovating with eMail? Improving customer experience….

The Golden Rules

Permissions

Customer Focus

user experience

Frequency

Unsubscribe

Responsive emails templates

14

Learning on Usability testing

What makes a good eMAIL-Newsletter?

1. Achieves high target readership, time after time

2. Results in action by the recipient and interaction with Lilly or Lilly materials

3. Contains honest and factual information

4. Increases HCP’s ability to improve patient care

5. Provides information that is not only about Lilly products

6. Promotes brands and services in a non-aggressive manner but supportive of the HCP’s needs

Monica Vidal • vidal_monica@lilly.com • @monicvidal