The eCRM email engagement programme was ‘self-learning’ in that email frequency is tailored to members’ behaviour and observed engagement data. Responsive email designs were used to promote emerging content appropriate to a given professional’s medical specialty.

Member activity on the Univadis portal as well as observed email engagement was used to drive the frequency and content strategy. With the free time of healthcare professionals limited, dynamic emails serve up content to the user as the content is published ensuring maximum ‘share of attention’.

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