CASE STUDY
AusDoc solus eDM’s: What 1M engagements and 45,000 clicks tell us about satisfying doctor demand for information
The launch of AusDoc solus eDMs has empowered brands to reach and engage over 26,000 GPs and 20,000 specialists with each send, facilitating product launches, increased brand awareness, sample distribution, participation in education programs, and more.
Now, with over 1-million doctor engagements and 45,000 clicks in the last 12 months, we wanted to deep dive into the data and identify common factors that contribute to these meaningful interactions, uncovering insights that can help optimise marketing strategies while also better meeting the needs of healthcare professionals.
Demand is high and inventory limited, regularly booking out 3-6 months in advance
Over the last 12 months…
- 40 different companies across
- 54 brands have used AusDoc eDMs and sent …
- 113 commercial and educational eDMs to AusDoc members
- +1M doctor engagements with AusDoc client content and …
- 45,000 doctor clicks (leads) have been delivered.
Why are so many brands turning to AusDoc solus eDMs and including them in their GTM plans?
- High HCP reach with 26,000 GPs and 20,000 specialists
- Drive brand awareness and SOV
- Deliver key sales messages
- Speed to market
- Encourage in-depth engagement with digital assets including self-details
- Distribute digital assets and downloads for ongoing use such as guidelines, treatment algorithms, dosing tables etc.
- Generate leads for sales reps, events, webinars and sample requests
Benchmarking the data based on 113 eDMs
| Benchmark: Average Per eDM send | GP | Benchmark: Average Per eDM send | Specialist (Non-GP) |
|---|---|---|---|
|
Benchmark: Average Per eDM send
Open rate |
GP
42.7% |
Benchmark: Average Per eDM send
Open rate |
Specialist (Non-GP)
39.0%
|
|
Benchmark: Average Per eDM send
GP engagements |
GP
14,605 |
Benchmark: Average Per eDM send
Specialist engagements |
Specialist (Non-GP)
1,002 |
|
Benchmark: Average Per eDM send
Clicks |
GP
488 |
Benchmark: Average Per eDM send
Clicks |
Specialist (Non-GP)
63
|
| The range: High to Low | The range: High to Low | ||
|---|---|---|---|
|
The range: High to Low
Highest open rate |
49.6% |
The range: High to Low
Highest open rate |
54.9%
|
|
The range: High to Low
Lowest open rate |
26.7% |
The range: High to Low
Lowest open rate |
7.3% |
|
The range: High to Low
Highest clicks |
2,665 |
The range: High to Low
Highest clicks |
264 |
|
The range: High to Low
Lowest clicks |
29 |
The range: High to Low
Lowest clicks |
3
|
What can we learn from the 3 eDMs with the highest performing open rates?
“Your invitation to a dinner meeting about xxx”
|
Open rate |
48.8%
|
|
Total engagements |
20,104
|
|
Total clicks / leads |
1,834
|
“Introducing xxx — Now available for xxx”
|
Open rate |
49.4%
|
|
Total engagements |
20,366 |
|
Total clicks / leads |
1,005
|
“PBS eligibility criteria update for xxx”
|
Open rate |
49.4%
|
|
Total engagements |
20,104 |
|
Total clicks / leads |
2,665
|
The common factor among the emails with the highest open rates is that they all have something to communicate that is either new, timely, or actionable.
They also feature compelling subject lines that use phrases such as “Now Available,” “Introducing,” “PBS Update,” “New Study,” and “Personal Invitation.”
Why would these be both relevant and desired by GPs and Specialists?
They all come with a promise of new information that doctors rely on to stay up to date, enabling them to provide better patient care and make informed decisions in an ever-evolving medical landscape.
Top 10 performing email subject lines (based on total open rate %)
| Subject Line | % Opened |
|---|---|
|
Subject Line
Now available — xxx for xxx |
% Opened
54.9%
|
|
Subject Line
PBS eligibility criteria update for xxx |
% Opened
49.6%
|
|
Subject Line
Introducing xxx — Now available for xxx |
% Opened
49.4%
|
|
Subject Line
Do you really need income protection? |
% Opened
49.1%
|
|
Subject Line
Your invitation to a dinner meeting about xxx |
% Opened
48.8%
|
|
Subject Line
Reasons to say YES to xxx |
% Opened
48.6%
|
|
Subject Line
1st July PBS update for xxx |
% Opened
48.2%
|
|
Subject Line
First Australian xxx study |
% Opened
47.0%
|
|
Subject Line
Challenging Clinical Perspectives in xxx with xxx |
% Opened
46.3%
|
|
Subject Line
Updated ATAGI 2024 xxx guidelines now available |
% Opened
46.0%
|
Highest performing clicks/ leads (actions)
Similar to drivers of engagement, eDMs with stronger clicks offer information that is timely, newsworthy and actionable.
- Timely / newsworthy
- Actionable
- Simple time-based messaging
- Clear key sales message
- Multiple CTAs included and linking to different offers throughout the email
Key learning outcomes
If you want to drive open rates:
- Personalised subject lines
- Use the recipient’s name or specific details relevant to their specialty.
- Call out phrases such as “Personal Invitation”
- Highlight benefits early
- Leverage key action words such as “Now Available,” “Introducing,” “PBS Update,” or “New Study”
To drive clicks, consider:
- Clear and Compelling Call-to-Actions (CTA)
- Use strong, actionable language like “Explore Now,” “Get Started,” or “Learn More.”
- Make the CTA button prominent and easy to find.
- Include multiple CTAs integrated throughout the email from top to bottom
- Leverage scarcity and urgency
- Create a sense of urgency with limited time offers or exclusive opportunities. Phrases like “Only a Few Spots Left” or “Offer Ends Soon” can prompt quicker action.
- These can work well for driving registrations to in-person events such as dinner meetings, workshops, on-site congresses and symposia.
AusDoc solus eDMs – target your HCP audience with no distractions
Whatever your objectives, you can be sure that an AusDoc solus eDM will get you to your goal. With AusDoc solus eDMs you are in control:
- Drive brand awareness and SOV
- Deliver key sales messages
- Achieve unparalleled speed to market
- Encourage in-depth engagement with digital assets
- Distribute digital assets and downloads for ongoing use
- Generate leads for sales reps, events, webinars and sample requests
Demand is high and inventory limited, regularly booking out 3-6 months in advance