SOURCE: SK & A, A Cegedim Company

SK & A, A Cegedim Company

March 24, 2011 12:00 ET

Family Practitioners Are the Most Targeted Physicians by Email, but Specialists Are More Likely to Open and Click

Results From SK&A's Email Performance Archive Show Sent, Open and Click-Through Trends From Email Campaigns

IRVINE, CA--(Marketwire - March 24, 2011) - SK&A, A Cegedim Company, a leading provider of healthcare information solutions and research, today announced results from the second half of 2010 for its Email Performance Archive (EPA), a web resource that tracks campaign trends from emails deployed by SK&A on behalf of its healthcare clients. According to the results, family practitioners are consistently the most emailed physicians; however, specialty physicians are more likely to open emails and click to landing pages.

"The Email Performance Archive provides a valuable baseline for email campaign activity targeting physicians, mid-level practitioners and other healthcare business professionals," said Dave Escalante, Vice President & General Manager, SK&A and OneKey. "With over 4.8 million emails deployed for our clients, SK&A is the leader in email campaign segmentation, targeting, delivery, reporting and management. Viewing the trends by campaign type, specialty, job title and other metrics is useful for understanding the nuances of utilizing the e-marketing channel. This information is just a click away on the SK&A website."

Throughout 2010, family practitioners were the most emailed physicians, with an average of 17 percent of all emails targeting them. The EPA, however, shows that physicians in specialized areas of medicine were more likely to open and click through emails rather than family and other general practitioners. 

EPA results show that the three highest open rates were from trauma surgeons (13.4 percent), hepatologists (13.2 percent) and dermatopathologists (11.1 percent). Preventative medicine specialists (3.4 percent), bariatricians (3.2 percent) and sleep medicine specialists (2.3 percent) had the three highest click-through rates. Pediatric specialists also responded well to emails, with physicians in the areas of pediatric radiology, child neurology, pediatric surgery, pediatric pulmonology, pediatric cardiology, and neonatology ranking in the top 15 for open and click-through rates. Family practitioners, general practitioners and internists, on the other hand, did not make the top 15 for open and click-through rates, indicating that a more targeted audience approach may be necessary for responsiveness to emails.

Overall email deployment results show, overwhelmingly, that the most sent campaign type was product or service announcement (71.8 percent), which shot up from 57.3 percent of emails sent in the second quarter of 2010. Surveys remained in the top three email types deployed at 6.9 percent of email campaigns. Continuing Medical Education web invitations have steadily dropped in popularity since the first quarter of 2010, declining from 11.1 percent to 9.3 percent to 2.9 percent of emails sent.

SK&A introduced the EPA in May 2010, giving readers a first-hand look at email campaign results across targeting, campaign type, and actual performance dimensions. SK&A's email addresses are telephone-verified twice per year and permission passed four times per year. These email addresses drive an average of 90 email campaigns per month to over 405,000 healthcare professionals.

The EPA may be viewed by visiting http://www.skainfo.com/email_performance_archive. Editor's Note: For copies of the "Email Performance Archive, Second Half 2010" report, please contact SK&A Director of Marketing Jack Schember at 800-752-5478, ext. 1259.

About SK&A, A Cegedim Company:

SK&A is a leading provider of healthcare information solutions and research. SK&A, as part of Cegedim's global OneKey® offering, researches and maintains contact and profiling information for over two million healthcare practitioners, including 800,000-plus U.S. prescribers. SK&A also offers the only 100-percent telephone-verified database of email addresses of prescribers and professionals working at active healthcare sites. SK&A's customers include many of America's most recognized healthcare, life sciences and pharmaceutical companies. Please visit www.skainfo.com for more information or www.skalivecounts.com for counts and ordering. SK&A is part of the France-based Cegedim S.A. Group.

About Cegedim:

Founded in 1969, Cegedim is a global technology and services company specializing in the healthcare field. Cegedim supplies services, technological tools, specialized software, data flow management services and databases. Its offerings are targeted notably at healthcare industries, life sciences companies, healthcare professionals and insurance companies. The world leader in life sciences CRM, Cegedim is also one of the leading suppliers of strategic healthcare industry data. Cegedim employs 8,500 people in more than 80 countries and generated revenue of EUR 926 million in 2010. Cegedim SA is listed in Paris (EURONEXT: CGM).
To learn more, please visit: www.cegedim.com

Contact Information

  • Contacts:

    Jack SCHEMBER
    SK&A, A Cegedim Company
    Director of Marketing
    Tel.: (+1) 949.255.1259
    Email Contact

    Aude BALLEYDIER
    Cegedim
    Media Relations
    Tel.: +33 (0)1 49 09 68 81
    Email Contact