50:50 bespoke emails

Objectives

To engage our extensive community of primary healthcare professionals about dermatology for elderly patients, bespoke 50:50 emails were developed for send via Pulse, Nursing in Practice and The Pharmacist.

Our approach

Bespoke 50:50 emails were commissioned in Q4 2023 to run across Pulse, Nursing in Practice and The Pharmacist, offering our client the perfect blend of editorial copy and sponsored content.

The first half of the 50:50 bespoke emails are written by our team of medical writers, on a topic chosen by the client. The second half is sponsored content, provided to us by the client. This sponsored section allows clients to showcase their products, services, or relevant offerings to our healthcare professional audience, guaranteeing maximum visibility and engagement. Client branding, images and external links can be included.

Once copy was finalised, our Studio team designed and built the HTML, with the sponsored content, ready for send via Pulse, Nursing in Practice and The Pharmacist, targeting our community of GPs, primary care nurses and community pharmacists respectively.

This approach allows clients to strike the ideal balance between informative, engaging editorial content and strategic, promotional messaging. This method not only enhances the impact of the email but also ensures that it resonates with our community of HCPs.

Our clients were able to stay up to date with their campaign performance via regular reports.

50:50 bespoke emails are available across all our media brands, Pulse, Nursing in Practice, The Pharmacist, Management in Practice, Healthcare Leader, Hospital Pharmacy Europe, or Hospital Healthcare Europe.

Outcome

• 17% uplift in the Pulse open rate versus benchmark
• 12% uplift in the Nursing in Practice open rate versus benchmark
• 8% uplift in The Pharmacist open rate versus benchmark

The emails performed very well, generating high open rates across all three brands. On Pulse, there was a 52% open rate, a 17% uplift compared to our benchmark, on Nursing in Practice a 37% open rate, a 12% uplift, and via The Pharmacist, a 32% open rate, an 8% uplift.

Our 50:50 bespoke emails are a powerful tool, enabling clients to connect with their target audience effectively and meaningfully, fostering valuable relationships within the healthcare industry. For more information, please contact us today.