Roastmas: A Doctor Unwraps His Inbox

We’ve ripped open a doctor’s inbox to show what pharma marketing looks like through the eyes of their customers. Spoiler: some of these emails might make you laugh, wince, or question your entire content strategy.

NHS GP and Medics Money co-founder Tommy Perkins spills the inbox tea, calling out what actually works and what gets brands shoved straight onto the naughty list (or blocked altogether)!

From subject lines that land with a thud to emails even Santa wouldn’t bother opening, we break down real examples alongside insights on podcasts, images, welcome sequences and more. This guide doesn’t just roast the problems. It gives you practical, honest advice for improving HCP engagement and creating content doctors genuinely want to open.

Consider it your no-nonsense handbook for better pharma communication… no matter the season.

What are the most common pharma Email marketing mistakes?

• Lacking understanding of customers’ email experience
• Weak subject lines that fail to grab attention
• Overuse of images that don’t render in NHS inboxes
• Forgetting to use alt text to support engagement
• Poor targeting or no personalisation
• Lack of attention to detail when testing
• Long, clunky sign-up forms that discourage engagement
• Neglecting welcome sequences and managing subscriber expectations

How to Improve: Practical Tips

• Test everything. Through the eyes of your target audience. Use A/B testing to optimise subject lines and content.
• Lead with content, not format. Doctors care about the value of the content first, and the format second.
• Think like a publisher. Treat your audience as subscribers not ‘consented’ email victims.
• Lead with value. Every email should solve a problem, teach something, or guide the reader to useful resources.

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Subject Lines: Make Every Character Count

Your subject line is your first impression. Think like your audience and put yourself in their shoes: what would make YOU click?

Be clear, concise, and relevant. Keep in mind the software your audience uses; many NHS inboxes, for example, display only a limited number of characters – so keep it short! Avoid vague phrasing, unnecessary dates, or filler words that bury the key message. The goal is to make it immediately obvious why the reader should open your email.

 

Personalisation: Keep It Relevant, Not Creepy

Personalisation is powerful, but it should feel natural, not creepy. Use the data you have to send relevant content: role, location, interests, or prior engagement. Segment your audience thoughtfully to avoid generic “one-size-fits-all” emails. Treat your subscribers like valued readers, anticipate their needs and give them content that’s genuinely useful.

 

Email Structure: Simplicity Wins

Overly complex designs or images can enhance an email visually, but don’t rely on them to carry your message. Some email systems block images by default, which can make your email look broken. Instead, focus on strong, well-crafted text and clear calls-to-action. If you do use images, ensure they support the content and are properly labeled with appropriate alt. text – never assume the reader will see them.

Tip: Walk through the user experience. Engage with your content the exact same way your customer will; this is how you really test an email. A mocked-up inbox is not sufficient.

 

Podcasts and Video: Lead with Content, Not Format

Podcasts are a great way to educate and engage, but pharma often gets it wrong by obsessing with the channel instead of what’s inside. And if you do invest in multi-media formats,  make it convenient for the audience to engage. Busy healthcare professionals rarely have time to stop work and listen immediately. so if you’re insisting on a website stream or download of a heavy file, you’ll likely lose them. Instead of expecting instant consumption, provide easy ways to access the content later via accessible apps, or existing platforms.

 

Welcome Sequences: First Impressions Matter

A well-designed welcome sequence is essential for any brand who has convinced prospects to subscribe to their content. It sets expectations, introduces your content, and gradually builds trust and regular engagement. When someone signs up, start by:

• Introducing yourself and your brand
• Explaining what content to expect
• Signposting your best resources (podcasts, blogs, videos)

You can use your welcome sequence to show you are interested in your customers’ goals and painpoints, asking them for more information that helps you segment and personalise content later. Now you’ll be able to send content based on interest rather than bombarding users with irrelevant promotions.

Tip: The shorter the gap between sign-up and first email, the higher the likelihood of engagement. Instant gratification matters. So sort out your validation process as a priority!

Do you want help to improve your engagement in your content?

Brandcast Health can work with you to achieve exactly this. Whether you’re looking for guidance, frameworks or content development support, Contact Us to learn more about how we can help you deliver smarter, more effective pharma marketing tools.

You can also reach out directly to Tommy Perkins, NHS GP and Co-founder of Medics Money, to learn more about how they can help you to engage with UK HCPs : Go here >> www.medicsmoney.co.uk/advertise.

If you prefer to work on engagement by yourself for now, then please do sign up below. Our regular resources and content will keep you inspired and knowledgable.