DMD Intelligence

Get Personal: Email As An Identity-Based Channel

Roger Korman, DMD President

Physicians might have considered email non-personal promotion in the past. Compared to an office visit from a pharma rep who brings lunch from your favorite restaurant, how could it not be?  

Fortunately, times are changing. Though it keeps getting harder for reps to get through the doctor’s door—or even to reach doctors by phone—email marketing is getting more sophisticated.

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Topics: Physician Email Marketing, audience identity management

Know Why HCPs Aren’t Prescribing Your Drug, So You Can Influence Their Behavior

Anthony Luttenberger, Chief Commercial Officer, Pharma

When a target group of physicians isn’t prescribing your brand, you need to understand the "why" so you can figure out how to change their behavior. You need to determine how best to promote the brand based on the current needs of individual doctors in that market.

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Topics: Digital Marketing, audience identity management

How to ID the HCPs Who Visit Your Website (video)

David Reim, Chief Product Officer

Imagine if you could know the name, medical specialty, and practice location of the HCPs who visit your healthcare website. For the first time, you’d have a clear understanding of your traffic. You’d be able to deliver truly customized content and extend an engagement beyond a single website session. 

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Topics: audience identity management

Measuring the Impact of Identified Website Traffic

David Reim, Chief Product Officer

Audience identity management technology can potentially report the names of the HCPs who visit your website, so you can verify if you’re attracting and retaining your target audience. But what do you do if the data indicates that your HCP audience is smaller or different than expected? You refine your website strategy, measure the results, and repeat until you’ve built the audience you want.

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Topics: audience identity management

Pharma Website Data Reveals Unexpected Audiences, Part 2

David Reim, Chief Product Officer

Read part 1 of this series here

Last week we looked at the audience identity management data collected over a 6-week period on a real-world pharma website. The site, which we’re calling GlabellaSkinCare.com, targets mainly dermatologists and rheumatologists. Yet AIM data revealed that the website’s largest audience is actually made up of general practitioners.

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Topics: audience identity management

Pharma Website Data Reveals Unexpected Audiences, Part 1

David Reim, Chief Product Officer

The ability to identify the traffic that comes to your website offers the advantage of insight. When pharma marketers begin their marketing campaigns armed with individual HCP data, they can craft their messaging to resonate with each on a very personal level.

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Topics: Data, audience identity management

At ePharma: Overcoming the Obstacles of Website Identity

David Reim, Chief Product Officer

Everyone’s talking about the marketing implications of audience identity management technology. That’s because knowing the identity of the HCPs who visit your pharma website has the potential to transform everything from website content to email marketing to ad buying.

I’m going to get into some of the marketing specifics during my talk at ePharma on Monday at 2:30 pm. Then on Tuesday at 3:15 pm, COO Frank Lin will explain the technology that makes it all possible. In the meantime, it’s important to understand why identifying website visitors is so challenging.

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Topics: audience identity management

What You Don't Know About Your Pharma Website Visitors Can Hurt You

Roger Korman, DMD President

Pharma marketers are more-or-less flying blind when it comes to many aspects of digital marketing. Though your website should be able to tell you a lot about your target audience, aggregated data from Google Analytics doesn’t provide the granularity you need to make informed decisions about website content development, email campaigns, and ad placement.

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Topics: audience identity management

The Doctor Won’t See You Now (But She'll Read Your Email)

Roger Korman, DMD President

Does this photo look familiar? It was taken by a DMD employee during a recent doctor visit, but something similar hangs in countless medical practices around the country. For pharma marketers, it’s an unpleasant reminder of a harsh reality: only 44% of physicians made themselves accessible to sales reps in 2016.

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Topics: audience identity management

Is Your Website Traffic Really Human?

Roger Korman, DMD President

Recently, Dr. Augustine Fou, an independent ad fraud consultant and pharma industry veteran, addressed a pressing concern for pharma marketers: the high cost of ad fraud. His article in PM 360 poses the question, “is your online audience even real?” Dr. Fou examines how ad fraud is committed, why cybercriminals are drawn to pharma, and what pharma marketers can do to prevent it.

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Topics: Authentication, audience identity management

About the Blog

DMD President Roger Korman and its management team publish weekly articles on digital communication and technology in healthcare.

Articles are published that cover website visitor identity, the value of authenticated healthcare professional databases for use in multichannel marketing to physicians and healthcare professionals. DMD clients in pharma, hospital and health systems, agencies, and physician marketing companies rely on DMD's email and AIMSM technologies to improve communication with healthcare professionals across marketing channels.

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