Insight Drop: How Successful Medical Affairs Teams are Using Email to Drive HCP Engagement

With social media and digital platforms dominating the conversation, email marketing might seem like yesterday's news. However, for Medical Affairs professionals seeking to engage HCPs, email remains one of the most significant yet underutilized channels in their communication strategies. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Janna Crabb, Director of Digital Communications Strategy at MedComms Experts, to break down how pharma teams build effective, compliant, and engaging email strategies to reach without spamming or getting ignored. We’ll talk about: How to build a quality HCP email database through organic acquisition vs. purchased lists Why email should be integrated into your broader omnichannel medical communications strategy The optimal email frequency framework How to structure email campaigns around key events like congress presentations and data releases The three critical metrics for measuring email success Why A/B testing subject lines and content can significantly improve engagement metrics Cut Through the Noise. Elevate Your Strategy. Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions. This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment. If you’re shaping the future of Medical Affairs at your organization, this conversation is for you. Reserve your session → Schedule now https://mce.global/consultancy Chapters [00:00] Intro [00:42] Why Email Deserves More Respect in Medical Affairs [01:42] The Truth About Email Lists [03:06] Is Email Better Than Social Media for HCPs? [05:44] Tools You Should Be Using [09:01] How Many Emails Are Too Many? [09:52] Building a Year-Round Email Strategy [12:56] Driving Website Traffic Through Email [14:13] Metrics That Matter [17:52] Optimize with A/B Testing [18:59] The #1 Piece of Advice for Getting Started