Three Pharma Emails with Great Content

Ah, email. The grandfather of digital. How many do you get in a day? Sometimes, I get hundreds, which begs the question: Why do I open certain emails and ignore others? At the end of the day, it’s all about the content. Personally, I love invitations to webinars, free resources, case studies, and new statistics. Being in the creative field, the content I prefer is a bit different than what your pharmaceutical customers are looking for. And yet, it’s not. The following pharma companies really understand their audience and the type of content they find valuable:

1. SYNTHROID® Before Breakfast Club Abbvie

SYNTHROID® Before Breakfast Club - Abbvie


SYNTHROID® – a treatment for hyperthyroidism – is taken in the morning on an empty stomach. See the pun in the name now? This branded email campaign offers an array of valuable resources, such as daily medication reminders, to help with adherence. It also includes refill reminders, videos, and access to a co-pay assistance card.

2. REBIF Branded Emails – EMD Serono

REBIF Branded Emails - EMD Serono

I love a good testimonial. I prefer hearing from a fellow patient than blindly trusting a corporation to sell me something. Patient testimonials build brand trust and give your customers a sense of community. And, with today’s technologies, you can now watch video from directly within an email, rather than being redirected to YouTube or a website.

3. My Fertility Navigator – Ferring

                       My Fertility Navigator - Ferring

Calls to action (CTAs) tend to perform better when they are above the fold. The My Fertility Manager email campaign helps women find fertility clinics and sets them up with a personal “navigator.” Even though the email content is likely the same for all recipients, seeing your navigator in the email signature creates a more personalized experience.

How do your emails compare?

Email hasn’t changed much since its inception, with the exception of video capabilities and how users consume email (desktop, mobile, tablet, smartwatch). While these small changes affect how we should format emails, it doesn’t necessarily change the type of content you should share. Email has so many options when it comes to reaching your customers in a branded or unbranded format. It’s a tactic that should still be considered in your multichannel campaigns.

If you liked this post check out: Five Awesome Pharma Display Ads

Note: This article represents the unbiased opinion of the Hale Advisors team and is not representative of current or past clients or affiliation with these projects or campaigns. Imagery is from public sources and is owned by the associated organization.

Tina Niemynski
Tina has over 12 years’ experience in graphic and web design/development and animation and 5 years’ experience in digital strategy. She holds an A.S. in Advertising Design & Graphic Technology from SUNY Ulster, a B.A. in Graphic Design from SUNY College at Oneonta and an M.F.A in Media Design from Full Sail University.

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