A third-party email was developed and deployed by Cogora to raise awareness on hormone replacement therapy (HRT) for menopause to our community of GPs via Pulse.
Generating engagement amongst GPs via bespoke emails
Objectives
The email sought to educate clinicians on how HRT can help patients, and how to break down the barriers to accessing HRT in their practice.
Our approach
Cogora first developed a quickguide on the topic of HRT and menopause. Quickguides are a point of prescribing aid designed to provide condensed overview of the information required (diagnosis, prescribing, lifestyle recommendations, guidance etc.) to support a patient consultation for a given condition – typically (but not always) with specific focus on the use of a single agent (or class of agents – SGLT2s, GLP1s etc).
The quickguide was written with key opinion leaders, and with help from the client, Cogora worked to summarise, review, and quality-check the piece, confirming that the core points had been presented accurately, before developing the content into a dynamic and visually appealing PDF.
A bespoke third-party email was then produced by Cogora to promote the quickguide to our audience of GPs, allowing the audience to assimilate the key findings efficiently.
More GPs access Pulse than any other medical journal website (GPMS 2024), and with over 36,600 GPs having engaged with Pulse over the past 90 days alone, it provides clients with direct access to this highly engaged community.
Our client was kept up to date with performance metrics via a monthly campaign engagement report.
Outcome
- 46% email open rate
- 5.7% email click through rate
The third-party email generated excellent engagement for the quickguide, with an open rate of 46% and a 5.7% click through rate, compared to a benchmark open rate of 29.3%, and 2.6% click through rate.
GPs continue to demonstrate an appetite for practical resources which distil down complex clinical information and data into digestible chunks.
These results demonstrate the validity of the tactical recommendations made by Cogora, evidencing our deep understanding of how to engage GPs, and the unrivalled access conferred by our award-winning brand.
Pulse provides an indispensable and comprehensive range of trusted content that meets the needs of all GPs, through its political and financial news, cutting-edge investigations, clinical updates or practical business advice.
Please contact us for more details on our available advertising packages to our community of healthcare professionals.