Hannover, 18 July 2023
In my previous post, I looked at the topic of remote engagement and explored what opportunities this channel offers, what technologies can be used for this purpose, and what requirements must be met for the channel to be used after Covid-19.
In this article, I will go one step further and review another channel: the so-called Rep Triggered Emails. I will outline what approaches exist for this channel in the life sciences industry, what tools are used and what data can be obtained in this way. Finally, we will also see what role this customer data plays in evaluating customer engagement.
Rep Triggered Email – what is that?
Rep Triggered Email, or RTE for short, in the life sciences industry stands for emails that, as the name suggests, are sent from the sales representative or the MSL to the HCP.
This is not done using Microsoft Outlook, but either from within the CRM system, such as Veeva CRM or IQVIA’s OCE, or by using an external solution, usually in the form of an app, that exchanges data with the CRM system or some other solution that manages consent. RTEs offer several advantages in this regard:
What obstacles must be overcome when introducing or using the Rep Triggered Email channel?
To successfully introduce and use RTE as a channel in the life sciences company, several requirements must be met:
What data and insights can be gained from using RTE?
As noted under the benefits of Rep Triggered Emails, using this channel provides a lot of valuable data. Once the life sciences company has obtained consent from the HCP to use their email address, this can be used to design numerous touchpoints. Unlike channels that are primarily used to push information toward customers, such as F2F contacts or the company website, the RTE channel allows for balanced use. On the one hand, this channel is used by the HCP to obtain information himself according to the PULL principle, while the company can also provide information on the other.
With RTE, the physician can, for one, be provided with important and current facts about products or other topics, such as medical events. If the HCP, for his part, wants to receive information, he can actively ask the sales representative or MSL for it. It is precisely the flexible applicability of this channel that makes it so valuable and important.
The data obtained in the form of opening and click rates, times of openings, dwell times on websites and, more recently, the forwarding of RTE to other HCPs – all this is data that provides a deep insight into the interests of customers. This not only allows conclusions to be drawn about the respective customer, but also about who, if anyone, they are networked with.
If the life sciences company also has consent for the HCP to whom an RTE was forwarded, or if the HCP logs in when clicking on the corresponding website, it becomes apparent who is communicating with whom on important topics.
These insights are immensely valuable for shaping the respective customer journeys.
We have had a look at what Rep Triggered Emails are, what should be considered for using this channel, what important insights can be gained about a life sciences company’s customers, as well as why this channel is of great importance.
The result is the same regardless of whether the data in question is collected via a solution that fully maps the process or whether this is done via two or even three different systems. The only important thing is that the data is sensibly integrated and related to each other, thus enabling analysis and evaluation to be conducted at all. Only then can this channel make its contribution to customer engagement.
In one of the next articles, we will take a closer look at the process of event management, exploring how the insights gained in the process can be integrated to complement the customer’s picture.
How does your company do it? Do you use Rep Triggered Emails? Is the channel integrated in the CRM system or do you use external solutions? Have you experienced the same challenges as well?
Feel free to come up to me for an exchange of ideas. I am looking forward to it.