After the obligation comes the freestyle: Successfully circulating approved e-mails or 1-to-1 e-mails via a CRM system like Veeva means knowing the usage scenarios and the resulting requirements, as well as the necessary content Processes of being aware. In this article, we build on the success factors for approved e-mails, FTEs and 1-to-1 e-mails and enrich them with further recommendations: What should you pay attention to when using FTEs and RTEs?
Usage scenarios & their requirements
The three most common usage scenarios are:
1. Reaction / follow-up to a conversation or inquiry
The following rule actually always applies, but deserves special mention here: For everything that is or should be talked about, a corresponding content (= “fragment”) must exist. Of course, this does not mean the last vacation, but all product-related topics that should be actively communicated by the sales force or that can be anticipated. This is the only way to quickly and smoothly follow-up a conversation by the sales representative.
Since AD topics are mostly controlled centrally, this aspect is primarily a question of transparency and touchpoints. You should therefore ensure with regular updates (calls, e-mails, intranet posts, etc.) for a continuous comparison of needs, offers and knowledge – for example between marketing, field service and medicine. This also allows an early start of content creation with a clear focus on the essential messages.
2. Establishing contact – preferably in relation to a specific occasion
An initial contact that is not linked to a previous conversation is automatically in direct competition with all the other e-mails that land in the inbox every day. You should therefore point out to the sales force that their emails have a far greater chance of success if there is a specific reason for the 1-to-1 email. The following applies to the email itself: Good user training on how to stand out from the flood of emails with a personal address, subject and opening sentence can make a big difference. For more tips on the form of the email, see the article mentioned above.
3. Direct mail from an E-Detail / CLM presentation
Despite all the theoretical pleasure about the large selection and customizability: Lean templates with good defaults, which can be selected and put together by the sales representative with very few clicks or interactions, ensure that the e-mail from the presentation is actually sent and the process is not spontaneous cancelled or later forgotten. A pre-selection of fragments can also help lower inhibition thresholds and accelerate the process. The idea behind it: An e-mail that can be sent directly from the ongoing conversation will not be lost afterwards.
Content processes & their management
Elements with which the content of a 1-to-1 e-mail is enriched are called “fragments”. These are selected by the sending employee and then automatically integrated into the associated e-mail template. In order to make this process smooth, the following three aspects must be observed in particular.
1. No new content / asset without a corresponding fragment
Regardless of whether it is a brochure, landing page or presentation – if you make the creation of an associated e-mail fragment an integral part of every implementation project, you avoid annoying waiting times or “gaps” in the fragment portfolio. In other words: anyone who creates new content always has to deliver the appropriate fragment for the 1-to-1 email. The corresponding fragment should exist “almost immediately” for all new topics. Incidentally, the specifications can already be attached to the agency briefing.
2. Define (comprehensive) naming conventions
Above a certain amount the overview is quickly lost. In addition, z. B. the VeevaCRM app in the standard version does not have its own fragment structure. A clearly defined and neatly maintained naming convention is therefore essential in order to keep an overview over many months and topics. Country, product and indication abbreviations, meaningful titles, optional creation date and / or consecutive numbering can help in managing the steadily growing number of fragments.
3. Establish and maintain an administrative system
Even clearly defined naming conventions are often not enough to keep an overview in communication planning. You should therefore ensure good, transparent management using editorial plans or fragment overviews that answer the most pressing questions for you or the sales force at a glance: What is new? What is planned? What is still up to date or out of date? What is associated with which template? Planning tailored to these questions, in an emergency even via Excel, helps to cope with the dynamic everyday life in communication via RTEs and FTEs.
Source: Healthcare Marketing Blog