Mailcamp: Andy Snow, MHRA

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Safeguarding public health

Email alerts: relevant, timely and targeted

Andy SnowWeb Development ManagerMedicines & Healthcare products Regulatory Agency


Who we are…

• The MHRA is an executive agency of the Department of Health

• We regulate the safety, quality, effectiveness and performance of medicines and medical devices

• Our key stakeholders are healthcare professionals, the Pharmaceutical industry, patients and the public


How we came to be using email alerts

• Set up in response to feedback from a wide-ranging consultation process

• Stakeholders wanted to be informed of updates to important safety issues directly in real time

• Wide variety of subject areas


Facts and figures

• 76 different content channels

• Over 33,000 subscribers

• Over 375,000 subscriptions

• Over 3.3 million emails so far this year

• 78.9% customer engagement rate


How the system works and has developed

• Emails triggered via our content management system

• Very little input needed to send an alert so running the system has virtually no impact on staff resources

• Users manage their own subscriptions online

• options to unsubscribe

• change the alerts that they are signed up to

• change email addresses

• suspend their account for a set period of time


Next steps: tailoring our alerts more for our users

• User friendly across multiple platforms / devices

• Reviewing the format of the titles in the emails

• Reviewing the order of the information in the body of the email to enhance the use of preview screens

• Make more use of our summary information in the email

• Integrating our alerts with social media


Lessons learned

• People want targeted information

• Email alerting does not need to be labour intensive

• Listen to your users

• Quick, easy sign-up process

Mailcamp: Andy Snow, MHRA

Technology

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