HCP engagement

Approved email

An essential pharma channel

Empower your reps and MSLs to engage in a flexible but controlled way with pre-approved content
Deliver personalised, high-value information direct to HCPs

Boost open rates with email from a trusted sender
Connect your channels and content together to create omnichannel customer journeys

Example of Approved Email on laptop and mobile screensBook a presentation

Driving engagement

Approved email (or rep-triggered email) is a key channel in pharma marketing. Done right, it empowers reps and MSLs to continually build their HCP relationships by personally contenting them to high-value content and services. Approved email’s utility was demonstrated during the COVID pandemic and was considered one of the most impactful channels, together with live webinars and live remote detailing.¹

Anthill’s approved email solutions make the most of the channel’s potential — empowering your reps and MSLs to engage effectively and with confidence. We make approved email simple for you with a full range of services: consulting on the overall strategy; permissions setup; creative content that meets the realities and constraints of email; quality assurance you can rely on; data and analytics; pre-engagement and post-engagement tactics. And more. So, if you’re looking for an experienced partner, do get in touch.

How it works

Approved email is pre-approved content that is sent personally by reps and MSLs to a specific HCP — in contrast to marketing email, which is centrally sent to multiple recipients. In this way, approved email saves reps time because they are using prepared content. It also ensures that email communication is compliant and on-brand. Approved email content can be as simple as templates to confirm detailing appointments or inform people about forthcoming webinars and congresses. It can also be deeply integrated into your marketing strategy — enabling reps to deliver high value materials, such as clinical papers, product webpages or videos, directly to HCPs.

Compared to traditional marketing email, open rates with approved email are higher2 due to the personal nature of the communication. Just like everyone else, HCPs prefer communication from people that they know and trust. HCPs understand that approved email is ‘just for them’ and therefore more relevant to their needs. This relevancy can be further boosted by empowering reps to use their personal knowledge of HCPs (and CRM analytics data) to select content. The scope for rep action is clearly specified, depending on your specific engagement strategy and company policy.

In-depth guide

Want to learn more?

Download our marketing guide for the full explanation of approved email in pharma and MedTech.


Invaluable for omnichannel marketing

By itself, approved email is a great way to empower reps and MSLs to engage their contacts — and provide a consistently high level of service to HCPs. It is also invaluable in today’s omnichannel marketing strategies. Approved email is particularly useful to kickstart a customer journey through your channels and content. For example, an approved email highlighting a new clinical study can lead HCPs to a webinar discussing the study’s findings via a patient case that highlights the quality of life benefits of successful treatment.

Approved email is also invaluable to connect touchpoints on longer customer journeys. By scheduling it to occur at regular intervals — e.g. approved email, website, video, approved email, clinical study, video, approved email — you ensure that the engagement is personal, strengthening HCP relationships with reps and MSLs who are positioned a providers of high-value information.

Read our in-depth guide to pharma omnichannel marketing

The role of Approved Email in omnichannel customer journey
Approved email is an excellent way to kickstart omnichannel customer journeys
Case study

Approved email content excellence

How a major pharma company used Anthill Activator to reduce approved email content costs and speed time-to-market.


Benefits of approved email

Reach: enable reps and MSLs to engage with more HCPs

Omnichannel: connect touchpoints on multi-stage customer journeys

Contact frequency: build and maintain HCP relationships

Consistency: ensure high quality engagements by all reps and MSLs

Relevance: leverage rep knowledge to match content to HCP preferences

Value: continually deliver relevant and useful medical content

Anthill agency services

While HCPs do value approved email they demand clear, high-quality content that quickly gets to the point and is delivered at the right frequency and in the right format. By respecting HCPs’ time, rep email will deliver excellent results. But with just seconds to engage, every detail needs to be correct.

People working together on a computer, representing teamwork within an agency
Anthill partners with pharma and Medtech companies around the world on approved email solutions

Strategic thinking

A clear strategy that drives your HCP email engagement – consent and permissions setup, pre-engagement tactics, post-engagement channels, and customer journey planning.

Technical expertise

Emails that display perfectly, despite a fragmented ecosystem of multiple email clients, operating systems, and device screen sizes – desktop, laptop, tablets, phones and watches.

Creative magic

Standout creative – copywriting and visual elements – that get your message across in a few seconds, while meeting the tough constraints and realities of approved email.

Two persons fist bumped

Quality assurance

The double-checks and attention to detail that ensures your emails never get stuck in spam filters, that all links are validated, and accessibility issues are caught and solved early.

Doctor looking at the Ipad

Affiliate engagement

Account for the ‘Human Factor’ and get the full benefit from approved email by ensuring that affiliates fully understand, support, and implement the solution in their markets.

How can we help?

Approved email provides the opportunity to nurture one-to-one relationships with HCPs. Companies that do this well, operate with competitive advantage. Anthill can partner with you throughout the approved email process — providing services that take you all the way from developing the strategy to analytics that demonstrate ROI.

  • Help me set the approved email strategy

  • Provide advice on the right technology

  • Design my consent and permissions setup

  • Create the perfect approved email template

  • Write, design, upload and test my content

  • Fix my existing approved email content

  • Engage and empower affiliates to act

  • Connect my approved email to other channels

A doctor checks her phone

Boost HCP reach and contact frequency

Use approved email and empower reps and MSLs to engage with confidence

Book a presentation


1.    Reuter’s report – Beyond COVID-19: Life sciences reimagined
2.    Veeva white paper – Guide to Digital HCP Engagement